With all of the press releases that we receive every day, we’re shocked at the number that lack important contact information. We have lost count of the calls that have come in from clients wondering why they haven’t received a massive response from their press release, only to discover that they included a Web site address as their only form of contact. Editors that view releases day in and day out find that one of the greatest deterrents in deciding to pick up a story is the inability to contact the correct person conveniently. Some editors choose to click on an email link, while others may opt to speak directly to a person over the phone as soon as possible. Remember, if a voicemail or email is not checked regularly, you could miss the opportunity to get your story picked up and the editor may move on to the next story. A link to a site can give an editor a quick overview before they try to contact you. Additionally, a link to your Web site can increase traffic or sales by prompting others that might come across your press release to visit your site.

In a high-tech world, the multiple methods of communication allow people to get in touch in many ways. Editors suggest including the following information within the press release to maximize the potential of receiving exposure.

1) Contact Name
2) Position/Title of Contact
3) Company Name
4) Full Mailing Address
5) Phone Number
6) Fax Number
7) Email Address
Company URL

Something important to remember is that the contact name should be someone who is available and capable of answering any questions immediately following the distribution of the release. Mentioning methods of contact in the body of the press release is also helpful, as well as including a list at the end of the release. Contact information along with a well-written release can make or break the success of a press release. If at all possible, include a company email address rather than a generic email address such as “johndoe@hotmail.com”. This adds to the integrity of the press release and offers credibility. With so many companies competing for exposure, give yourself a fair shot by including information to make contacting you as easy as possible.

1. What type of information should I include in my release?

Stick to the basics and avoid hype. You’ll be right on track if you can include the traditional “who, what, where, when, why, how”.

2. How much Contact information should I include?

Include as much Contact information as you possibly can. Generally you should try to include an address, phone number, fax number, email address, and Web site address. It only increases your chances of getting some type of coverage when you make it easier to be contacted. If the press release involves two or more parties, you must include Contact information for all parties mentioned.

3. How long should my release be?

We highly recommend that your release be kept to 1 page and no more than 500 words. Remember that short and to the point is best.

4. What kind of results can I expect?

Results vary so greatly that there is no way to give any standard figures. Some people find their phones ringing off the hook while others may not receive a single call. Remember, there are many variables that affect whether or not the media decides to pick up your story.

5. When will people start contacting me?

Some media outlets may contact you within just a few minutes after your release is received and others may take weeks or even months before they respond. Keep in mind that there are many types of publications and they may range from daily, weekly, monthly or quarterly.

6. Should I send multiple releases for a single event?

If you have different releases with different headlines and content then this might be something you might want to consider. However, we do not recommend sending the same release over and over.

7. Can PRW write a press release for me or edit a release I have completed?

Yes we can. We have a number of professional staff writers that do this. You will need to provide us with some basic background and Contact information.  More info here.

8. What font face should I use?

We recommend using Arial 10 pt. or Courier 10pt.

9. Can PRW distribute my release?

Yes we can. You can find more info here or call us at 800.990.5545.

10. What is the origin of “-30-” at the end of some press releases?

The “-30-” is the traditional journalistic closing which probably came to be during the Civil War when telegraphers tapped “XXX” at the end of a transmission, which is the Roman numeral for 30.