Press Release Definition – What is Press Release

  • In an upper right or left corner, you should have the words “Media Contact,” followed by the name, phone number, and email address of the person reporters should reach out to if they have follow-up questions.
  • Below that, on the left side of the page, include the date on which the information can be made public. If it’s immediately, type “For immediate release.” But if you’re not making the announcement public until a future date, type, “Embargoed until [whatever the date is].”
  • In the center or left of the page, include a headline that summarizes the information in the press release. That might be, “Jones Promoted to General Manager,” or “The Whoseewhatsit Named Top Toy of 2016.”
  • Some press releases use a subhead on the next line, providing a little more detail, but this is optional.
  • On the next line, which is the first line of your release, include the city and state you’re in formatted in all caps, and the date on which you’re making the announcement. For example, “CHICAGO, ILLINOIS – November 21, 2017.” Then start your announcement.
  • Write in an inverted pyramid style, where the most important information goes in the first sentence, with the next most important second, and so on. This way, if an editor needs to cut material from the bottom, you can at least be assured the most essential details were included.
  • Double space your paragraphs.
  • End with the symbols, “###” in the center at the bottom of your release.

Who to Send it To

Getting your press release in the hands of the news media most likely to be interested in what you have to say is your next challenge. So think about who is likely to care at all about your news? This might include:

  • Your local business community
  • Your customers
  • Your prospects
  • Influencers who refer you business
  • Potential business partners
  • Your vendors
  • Other companies in your industry
  • Thought leaders in your space

Then make a list of the news media outlets who would potentially use the information you’re sharing and send it to them. Email is fine.

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