Have you agreed to write a press release in an anxious bid to please your client and bill some more hours, only to realize that you have no idea how to go about writing one? Well, fear not: while this article will by no means make you an expert, it will give you enough information to write a competent press release for all but the most demanding of clientele. The secret is to understand exactly what a press release is. A press release, also known as a news release, is simply a written statement distributed to the media. They can announce a range of news items: scheduled events, personnel promotions, awards, new products and services, significant accomplishments, etc. They can also be used in generating a feature story. Reporters are constantly looking for content to fill their newspapers, magazines, TV shows and websites, and they are more likely to consider a story idea if they first receive a release. The press release is a fundamental tool of PR work, one that anyone who’s willing to use the proper format can use. Steps

1. Write the lead, the first sentence which grabs the reader and says who, what, when, where, why, and how. Then fill in the next 1–2 sentences which expand the lead. The lead should be brief, clear and to the point. Treat it as the ultra-compact version of your entire press release.
2. Write the press release body copy. The press release should be written as you want it to appear in a news story.
   • Start with the date and city for which the press release is originated.
   • The press release body copy should be compact. Avoid using very long sentences and paragraphs. Avoid repetition and over use of fancy language and jargon.
   • A first paragraph (two to three sentences) must actually sum up the press release and the further content must elaborate it. In a fast-paced world, neither journalists nor other readers would read the entire press release if the start of the article didn’t generate interest.
   • Deal with actual facts—events, product, service, people, target, goals, plans, projects. Try to provide maximum use of these ‘real’ facts and contents. A simple method for writing an effective press release is to make a list of following things:
3. Communicate the 5 Ws and the H. Who, what, when, where, why, and how. Then consider the points below if pertinent.
   • What is the actual news?
   • Why this is news?
   • The people, products, items, dates and other things related with the news.
   • The purpose behind the news.
   • Your client’s company—the source of this news.
4. Now from the points gathered, try to construct paragraphs and assemble them sequentially: The headline > the summary or introduction of the news > event or achievements > product > people > again the concluding summary > the client. The length of a press release should be at least a page and maximum two or three pages. The more newsworthy you make the press release copy, the better the chances of it being selected by a journalist or reporting. Find out what “newsworthy” means to the people you are targeting and use it to hook your reader.
5. Use quotes to show how your news actually affects people in your community. While this will include the company and its employees, you should also include people who will benefit from your event or announcement. Whenever possible, include quotes from people who are not employees of your client.
6. Include information about the company. When a journalist picks up your press release for a story, he/she would logically have to mention the company in the news article. Journalists can then get that information from this section.
   • The title for this section should be “About [Company Name]”
   • After the title, use a paragraph or two to describe your client with 5 or 6 lines each. The text must describe your client and their core work. You probably already have this information written for a capabilities brochure, presentation, website, etc.—that introductory text can be put here.
   • At the end of this section, point to your client’s website. The link should be the exact and complete URL without any embedding so that, even if the release is printed, the link will be printed as it is. For example: http://www.yourclient.com. Companies which maintain a separate media page on their websites should point to that URL here. A media page typically has contact information and press kits.
7. Tie it together. Provide some extra information links which support your press release or close the press release with the contact information.
8. Add contact information. If your press release is really newsworthy, journalists would surely like more information or would like to interview key people associated with it.
   • If your client contact should be directly contacted by media, you can provide their contact details on the press release page itself.
   • Otherwise, you must provide the details of your client’s media or PR person in the contact section. If you they do not have a dedicated person for this function, they must appoint somebody who will act as a link between the media and management.
   • The contact details must be limited and specific only to the current press release. The contact details must include:
     • The company name
     • Media department’s official name and contact person
     • Office address
     • Telephone & FAX numbers with proper country/city codes and extension numbers
     • Mobile phone number (optional)
     • Timings of availability
     • Email & website address
9. Signal the end of the press release with three # symbols, centered directly underneath the last line of the release. This is a journalistic standard.

Now, send it out to every journalist you can find who covers business or your client’s area of expertise.

Image by altemark and used under the Creative Commons licence.