What are the Parts of a Press Release?
There is a standard format for press releases. It is important to recognize the purpose of this. Although you can get creative with the message in a press release, the format is not an exercise in creative writing, so don't try to "stand out" or recreate the wheel. Stick to the standard. The reason for this is very simple. Nobody has time. Journalists in particular do not have time to decode press releases and pick out the relevant information. They should know exactly where to look to find the information they need. The best way to assure that they can do this is to follow the standard formula and include all the correct sections in the expected places.
Following the press release format is generally a good idea for three reasons:
- It allows journalists and other parties to quickly find the information they need
- It ensures that everyone knows that it IS a press release
- It cuts down the time it takes to write it
Press releases that don't look like press releases run the risk of being avoided. If the journalist doesn't see "Press Release" or "News Release" or "For Immediate Release" written at the top of the page, they may simply discard the information. Remember that press releases are part of the public domain and journalists use the content (verbatim) to write articles. However, if the journalists can't tell the press release is a press release, they run the risk of infringing on copyright laws by guessing. Most journalists won't take that risk, so just to be safe, make sure your press release is clearly labeled as a press release.
Press releases can (and should) be standardized. If you intend to write a lot of press releases (and you probably will as long as you are releasing news) it is recommended that you create a press release template that you can recycle rather than having to start from scratch every time. In addition to saving time, using a press release template also solidifies the identity of your company and makes news about your business easier to spot and remember.
Press releases all look the same, so coming up with a template doesn't require much in the way of creative thinking. The following make up the sections of a standard press release.
Label: Make sure you label your press release as a press release before you do anything else. You can write Press Release, News Release, For Immediate Release, or FOR IMMEDIATE RELEASE. Any of these is fine. You can also bold or italicize them, though this is not strictly necessary.
Contact Information: Contact information is located either at the beginning of the press release or at the very end. There are usually one to three people listed in the contact section, complete with phone numbers, email addresses, and job titles. You always want to give real names for the people handling press because journalists may attempt to call them. Although you can format contact information anyway you want, simple formatting (without tables or funny spacing) is recommended for online publishing.
Headline: This is the title of the press release. The headline should communicate the gist of the news in one sentence or less. It should follow standard rules of capitalization for titles. If necessary, a byline or subtitle can be included beneath the main headline to provide more information.
When and Where: Most press releases start with the date and location, often in bold, followed by a hyphen.
The First Sentence: After the date and location, the press release leads off with the company and a summary of the newsworthy event. In a well-written press release, this first sentence is written to sound like the opening of a story, and spun to project a particular image of the company. The first sentence should communicate the entire focus of the press release in one sentence. It should summarize who, what, where, when, and why.
Body of the Press Release: The body of the press release depends on what the press release is about. The idea is to communicate the news worthy event that inspired the press release without confusing or boring the reader. To that end, it is advisable to keep paragraphs small and concise, utilize informative quotes, and provide accurate and valuable information that will benefit your company in publication.
Boiler Plate: After the news has been delivered, it is advisable to include a boiler plate. The boiler plate contains an "About Company" profile explaining the company's products, services, and a brief history. This boiler plate should be written in a generic fashion so that it can be cut and pasted to every press release written for the company. If a press release is about two companies (such as when one company agrees to a partnership, funding, or merger with another) then there should be two separate boiler plates, one for each company.
Footers: Sometimes press releases contain footers with additional information, links, disclaimers, or additional contact information.