ABSTRACT
A press or news release is a one to two page written document announcing some type of news that is then sent to different media organizations in hopes they will publish or broadcast it. A good press release will help build sales and awareness through publicity.
A good press release should be written like a story.
If the subject is interesting to editors they may call you for an interview and run a free editorial story reaching many people. I say if, because not all press editors use releases.
Press releases can be written about almost anything. A press release is a great way to announce a new idea, product, or company. For example, a press release can be written about the launch of a new perfume. A press release can be a simple story about a company's background, founders, and products. A press release is also a way to call attention to or invite the media to events, conferences etc ...
You can hire a public relations agency, have an Internet press release service write and distribute one for you, or you can write and distribute one yourself.

If you write one yourself first write down the details of what you would like to publicize. Then write a rough draft.
After you've written a draft ask yourself these few simple questions:

1) Is this really news worthy?

2) If I were a reporter would I find some intrinsic value in this?

3) Is this what readers will be interested in?

Your press release does not need to be very detailed, but you should say all that you have to say without being wordy. It must be unique and should contain enough information to get the attention of an editor fast.

You should write in a manner that is clear and concise.

Use facts. Tell the truth.

Avoid the use of too many adjectives and fancy language.

Don't use technical descriptions. Instead use words that simply tell the facts about your product or company

More topics for press releases:

Have you received significant recognition?

Have you or a member of your company spoken or presented in front of a noteworthy audience, or been mentioned in an article?

Do you have a unique product or do you have a unique way of selling it?

Do you have a great testimonial to tell?

Following are the elements of a press release and the style and format all press releases should follow.

Elements of a press release:
First of all there is a certain format for writing press releases so writing "press release" or "news release" on top of the page is not necessary.

Somewhere on top of the page include the release information. The release information is when you want the information to be released by the media - either write "For Immediate Release" or if it's for a later time write the date of when you do want it to be released.

Contact information -These are the people who should be contacted by the media that receives the release.
This information is usually listed just below the release information.
Include the names, titles, telephone numbers, email addresses, web site addresses, corporate addresses, fax numbers, and in some cases, home numbers of your company contacts.
The name and telephone number of the contact person at your public relations agency, if you have one, can go below the other contact information.

Headline - Your press release should have a headline briefly stating your main point of the press release. Headlines can be catchy but not gimmicky.
The headline should include your company name.
The headline should be positioned below the contact information.
It should be centered on the page and in boldface.

Dateline -Includes city and state of where the company is located and the date of the release.
The dateline usually goes in the left margin directly below the headline and begins the first paragraph of the body text.
If the press release is being distributed at a convention, write the name of the convention city.

Body text- this is the story.
The first paragraph should answer the questions who, what, when, where, why and if applicable how. If your press release is timed for a trade show include the name of the show and your company's booth number in the lead paragraph.
In the following paragraphs, give more information relating to your story. This paragraph should include any relevant information to your products or services. If you have a unique product include benefits of why your product or service is unique.
Add at least one quote in the story. Quotes can be from staff members, industry experts, satisfied customers, and the designer.

Positioning statement- the last paragraph of your press release is a short paragraph summarizing your company. (Although in some cases information on your company is all what the press release will be about.)
The name of the company, when founded, location of headquarters, a short description of the company (e.g. leading manufacturer of aprons ... ), key products the company offers, education and some background of the lead designers are what should be included in this paragraph.
If the company is a division of/ subsidiary of/ or affiliated with another company or person state so.

After the positioning statement restate the contact information.

Pictures
You can include pictures, copies of pictures, and slides of your collection with your press release. If all you have is sketches that is fine. Make sure to include contact information on the back of pictures so it won't be lost if it gets separated. Putting this information on a sticker in the back of the photo is best, typing or writing can show through.



Style and Format:
Press releases have to be between 1-2 pages long since reporters will not read longer ones.

Use 8 1/2 by 11 inch paper with company letterhead. Expensive, heavy paper is not necessary. Color paper is also not a good idea, since it turns reporters off.

Use 1-1/2 or double spacing to make it easier to read

Use only one side of the paper.

Use a minimum of one-inch margins on each side of the page.

Indent the paragraphs ten spaces

Center headlines and use a bold typeface to make headlines stand out.

Capitalize the first letter of each word in the headline except for such words like "a" "an" "the" "of" "to" "from"

You can also draw attention to certain sentences by highlighting them.

If there is more than one page write the word more between two dashes on the bottom center of the page. Like this:
-more-

Begin the second page with the same heading as the first. At the top of the second page, type 2 of 2.

To indicate the end of a press release, print three number symbols ### or -30- centered on the bottom of the last page.

Now with the Internet, press releases can be emailed to a lot of companies. E-mails should be aligned to the left.

If the last paragraph on the first page will not fit on the first page begin the whole paragraph on the second page. Do not break it in the middle and carry it over onto the next page.

Use short sentences (20 words or less) and short paragraphs (five lines or less)

Average length of a press release is usually 500 words

After you've written your release:
Proof read! Check your spelling, grammar, and typing. After writing the press release wait at least 24 hours then edit it at least twice. Have someone else edit it for you as well.
Read the release out loud, this will help you edit out more mistakes and refine your language. You can also log onto a website of any major company and go to their publicity pages

Published: January 2007
Region: USA
Format: Editorial
SKU: infpu0001747