How to Write a Press Release that Will Grab an Editor's Attention

Writing a press release really isn't that difficult, if you know what you're doing. Press releases all follow a certain format and once you have the format down all you have to do is come up with interesting copy. But, like I said, first you must learn the basic format.

Note: Always write a hard copy press release on your company letterhead or letterhead from the company you are writing about.

PRESS RELEASE! FOR IMMEDIATE RELEASE

This should be entirely in capital letters and centered if hard copy or in the upper left margin if sent electronically.

Contact Information

This is where you place the name of whom the editor should contact for more information regarding the release, as well as an appropriate phone number, fax number, and email address.

Headline

A good headline is essential in order to capture an editor's interest and make him want to read more.

Dateline

Place the name of the city the press release is issued from and the date the release is being written.

Lead Paragraph

Begin the lead paragraph with a strong hook to draw the reader in and make him want to read more. This paragraph will briefly - in two or three sentences - give the reader all the vital information in a way interesting enough to make him want to print your story, even if he weren't to read another word (remember, editors are extremely busy and if you don't hook them now chances are you won't).

Make sure you've covered the 5 Ws you learned in basic journalism:

Who

What

When

Where

Why

Body

This is where you flesh out your release, that is, fill it in with more detail. A common approach is to use the inverted pyramid technique of giving the information in a most to least important structure. This is also the place to put in a quote or two if you have them.

Company Information

Also known as the Company Boilerplate, this area is where you get to reveal a little about the company or give a brief company history. This can also be about a company product or service that is relevant to the press release.

Contact Information

Use this area to provide the public with the contact information you want them to use; name and phone number of contact person or business, web address, mailing address, etc.

The End

In a storybook these words would inform the reader that the story is over but in a press release the end is signaled a little more professionally. After the very last sentence in your press release simply put three #s, like so:

###

Remember, none of the sections need to be very long. In fact, a short press release is more likely to be read by a busy editor than a lengthy one. Just make sure you have included all the information needed and that it's crafted as tightly and professionally as you can make it and then send it off.