A press release is intended to provide an audience an official statement regarding matters of importance. When constructing a press release, it is important to make sure it gets your point across in a professional manner. Many times, press releases are the basis in which news outlets will create their stories. It is crucial to maintain a steady tone that displays integrity and courtesy. You will want to be sure that you include all necessary information whether your press release’s purpose is to make an announcement regarding good news or an outlet for an explanation to those it may concern.
Press releases are typically comprised of nine components. These elements organize the format in a clear and concise way in order to properly release your information.
The letterhead at the top of your press release will announce the business in which you are representing. This not only identifies you and what business your press release will pertain to, it also stamps it with credibility. This is most likely going to be the name of your business or its logo. This should be clearly displayed at the forefront of your press release. Before reading an announcement, your target audience will need to know who and where it is coming from in order to comprehend its message.
2. Your Contact Information
You should include the contact information you would like your intended readers to use in order to inquire further about the contents of your press release. This will be your business email address and phone number. A good press release is one that openly invites conversation and personable communication.
3. Release Time
If your statement is for immediate release, this should be stated just below your contact information. If you are issuing a press release then you are most likely prepared to release it quickly. Most press releases are time sensitive. However, if you need more time to solidify its message before it is released to the public, be sure to include that preferred release date in your press release as well. You have control over the situation but you must make sure you set an exact time of release to insure to upmost professionalism.
Your headline will be the first real part of the press release that your readers will see. It is important to choose a headline that will grab the attention of your audience while simultaneously declaring your intended message. This will be where you will summarize your statement in a way that draws your readers in. You should also include a sub-headline that defines the headline is a bit more of a descriptive fashion. An example of this may be:
Headline: Local Police Department Committed to Traffic Safety
Sub-headline: law enforcement agency receives grant used toward new traffic detail
Include the date written, city and state of the press release. This precedes the body of your statement and organizes the exact information being given out to the public before they read it.
The body of your press release is the most important part. This is where you will get the freedom to express your statement fully. Include all important factors, every single area that must be touched on and explain your message with detail. Make it easy to understand but packed with facts. It should be clear enough for media outlets to quote in context. Provide background information on your organization and use statistics and data. Each sentence should, if pulled from the body and standing alone, represent the same message and tone.
Your final quote may be the most sited component of your press release. Surely, media outlets and other business will take this quote as the synopsis of your entire press release. It should represent the overall message of the statement and portray your organization respectfully.
The boilerplate is more of a description of your organization in the bigger picture. This is the element of your press release that allows you to let your audience know who you are and what you stand for. This part helps readers understand you better and thus understand the statement clearly.
Close out your press release with the symbol “###” to indicate to your readers that your statement is concluded. Some organizations prefer to end their press release with the symbol “-30-.” Whichever you choose, just make sure to signify the end of your statement so that the readers know that there is no further information on another page. However, if you do have more information to share, be sure to indicate that as well. You can state that the content is continued on the next page so that no information goes unread or missed by your audience. It would change the result of your press release if your readers do not get all of the intended information so be sure to provide clear direction when closing- or not closing- out your statement.
In the end, writing a press release is done so for a purpose. Determine your purpose and once you have done so, explain it without scarcity. Everything you wish to say should be included and you should never feel like there is more you should have stated. When your press release is finished, you should feel a sense of accomplishment that comes with the knowledge that you described your message to the fullest ability. Once it is released and others have access to it, you will not be able to take it back so be sure that the finished draft is something you are ready and willing to have received by all who view it. Do not hesitate to put forth the time and effort it takes to make it perfect. Proofread your work. Be proud of your organization the statement you release. And most importantly, maintain a respectful tone. Your readers will appreciate the extra mile!