Press Releases

Writing a Press Release

• Use stationery with your organization's name and logo.
• Date the release at the top.
• Leave room on both margins for reporters to take notes.
• If the release is for a story for that day or the next, write "FOR IMMEDIATE RELEASE" at the top of the page.
• If you do not want a reporter to write about your event or conference before a certain date, write "FOR RELEASE ON ______" (insert date) at the top.
• Include contact information for persons from your group with whom reporters can follow up. Include phone numbers (if possible, provide home and cell phone numbers in addition to business numbers as many reporters work during non-business hours), email addresses and web site urls. The easier you make it for reporters to get information, the more likely you are to get coverage. Keep your organization's web site up to date.    
• Write a catchy or powerful "headline" to grab reporters' attention.
• Give the most important information in the first opening paragraph. Answer the questions — who, what, where, when and why.
• The second paragraph should have information that credentials you or your statements. It should tell the reader who you are and why they should care about what you have to offer or say.
• The third section should have the "sales pitch."
• Use clear, simple language and short sentences and paragraphs.
• Include quotes, and be sure to attribute them. Quotes typically come from the heads of organizations.
• Use facts and statistics to support your points.
• Opinions expressed should always be attributed as quotes.
• Include a short description of your organization at the end.
• Keep press releases to one page, and never more than two.
• If your release continues to a second page, type "more" at the bottom of the first page. Put the name of your organization and page number on the top left corner of the second page.
• At the end of the release type the symbol ### or “End.”
• Proofread it carefully for grammatical and spelling mistakes.
• Make copies for your files.

Distributing a Press Release

• Send the release to all media on your list at the same time.
• Distribute the release in the morning so reporters have time to interview people and create a story.
• After releases are sent, call reporters you think or know will be interested and tell them the release is coming, and that you will be happy to answer questions or provide more information once they've read it.

More Tips

• A press release needs a strong story angle to convince a news outlet to cover you. "My program is great" is not a good story angle.
• In order to make your story timely, link press releases to events or dates such as Older American's Month.
• The easier you make a reporter's job, the greater the chance you'll earn positive coverage.
• Keep records of who used your release and save press clippings or tapes of audio/video programs for your files.

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