How Do You Do a Press Release
A press release is a concise, factual news story written in third person and distributed to journalists. It follows a standard structure so reporters can quickly assess whether the announcement is worth covering.
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Start With a Strong Headline and Dateline
The headline must summarize the news in a single line. Below it, include the city, state, and date. The lead paragraph should contain the who, what, when, where, why, and how, giving editors everything they need in the first two sentences.
Build the Body With Facts and Quotes
Support the lead with background details, statistics, or context. Include one or two direct quotes from a spokesperson or stakeholder to add a human angle. Avoid promotional language; journalists look for objectivity and relevance.
Close With a Clear Call to Action
End with a boilerplate paragraph describing the organization, followed by a simple call to action such as a link, contact name, or phone number. Include media contact details so reporters can follow up immediately.
Distribute Through the Right Channels
Send the release via email to a targeted list of journalists and outlets. Use a clear subject line and paste the full text in the body rather than attaching a file. Timing matters, so consider sending releases on Tuesday, Wednesday, or Thursday mornings when news desks are active.
Common Mistakes to Avoid
- Writing in the first person or using excessive adjectives
- Omitting the date and contact information
- Sending a release without a newsworthy angle
- Attaching large files instead of linking to assets
Following these steps will help a press release reach journalists and communicate the news effectively.