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Making a Press Release work for you!



Your organization is expanding, or is introducing a new product or service, or has promoted staff members. You want to disseminate the information to the public, whether it is for a trade magazine or a daily newspaper. The press release is the most common method of getting the message out there.
 
However, it is important that the message states the facts, is succinct, typo-free and grammatically correct. Press releases should be informative, interesting, as well as short enough to keep the reader engaged.
 
It is always good to make sure the release date of the press release doesn’t coincide with major happenings in the area. Writers may be working on articles that are of urgent concern. Timing is everything so if your message is time sensitive, make it grab the reporter’s or writer’s attention immediately.
 
Reporters and writers are reviewing a large number of pitches and releases every day. Keep the lead paragraph informative and concise to get the important information noticed. As with any news article, the who, what, when, where, and why should be included in this first paragraph.
 
The balance of the press release can be supporting information, including quotes that bring in human interaction. Possible ideas for quotes from the main spokespersons could be the vision or why the news is important or the benefit or results of the news item.
 
Always end a press release with a call to action. That could be directing readers to a website or giving contact information – anything to make it easy for the reader to know the next steps.
 
Most press releases have the notation: “For Immediate Release” at the top of the page and following that are the contact name and email or phone number, the date for release, and the city name. At the end of the release, type “###” to designate the end of the text.
 
Nowadays, I have found that most local and smaller newspapers prefer companies to have an interest in advertising in order to print a press release. However, a special interest or nonprofit’s release is more likely to be published if it fits the criteria for the particular periodical. It will save time if you research the periodicals to see what they publish. Most have excerpts of the articles on their websites. Or you can contact the editor directly to explore their publishing policies.
 
It is still a good idea to create and submit press releases. A lot of newspapers have digital media posts on their websites. Posting the news on social media is another way to garner attention.
 
Wishing you much success in the news release arena!