PRW asked New York Times’ writer, Laurel Graeber, what format she preferred for press releases sent to her. She said, “I do prefer the inverted-pyramid style in press releases because I frequently am pressed for time in reading my mail. The sooner I know the purpose of a communication, the sooner I can decide whether it is applicable to my work. A press release that does not have important facts up front risks being thrown out after I read the first two paragraphs, regardless of the ultimate worthiness of its message.”

Take heed, all you press release writers out there; this is valid advice coming from a writer of one of the most influential newspapers on the planet.

Remember that the inverted pyramid is an isosceles triangle turned upside down. The facts at the top of the triangle should be the most important ones followed down by the next important ones, ultimately leading to the base of the pyramid.

This doesn’t mean that you should include irrelevant material at the bottom. But that is the place for perhaps repeating information for emphasis or for adding additional information to supplement important facts.

The last part of the release can also summarize and include an example or two. But the contact information (name, address, phone numbers, fax, email, Website) and key to the entire release should come at the top. A good way to assure that the vital information comes at the top is to include it in your title or heading.

As far back as the earliest ad campaign and as recently as yesterday, the pyramid rule of thumb holds true in writing press releases. Think of a pyramid, its shape, its size, and its construction. As you know, a pyramid begins with a broad base and gradually goes up to a point, narrowing the parameters in between. Pyramids are familiar objects in many aspects of life from mathematics to children’s building blocks to art forms. The most famous ones are the Egyptian Pyramids that are monuments of ancient history.

A press release pyramid follows the same lines but it is an upside-down pyramid. This inverted pyramid builds from a broad base. Put all the most important information first, not just random facts but information that forms a solid base for your main points. The contact information that goes at the top left of the release, right under the ‘FOR IMMEDIATE RELEASE.’ is most important. Here you include the name of the contact person, company, phone and fax numbers, email address, Website and every possible contact point, even including ‘after-hours phone.’

The city, state, and date starts the body of the release (Dallas, TX–May 19, 2009-). Consider the first paragraph as the base of the pyramid, the who, what, why, when and how. Here you include the opening hook plus the pertinent facts.

The next section, the narrowing pyramid, may well contain things like expert quotes, testimonials, some of the extra hype about the product, person, service or thing you want to promote. You might include some of the additional or residual benefits or appeal of the product.

The last section of the release can be a summary of the important points you made above, using different words, of course. You can end with a repeat of some or all of the contact information such as “for information, call, write or visit: telephone number, fax, email or Website. After a few skipped lines, put three number signs (# # #) to indicate the end.

If the release goes more than one page, put ‘—–more—–’ at the bottom of the page or ‘continued…’ Always end with # # #. The next time you write a press release, think PYRAMID.

Challenges of writing publicity material

Limited news hole

Alternative viewpoints possible

Write for many media; editors have different interests, quirks

Varying news value of items

Editors’ skepticism

Publicists are responsible for errors, have no editors.

How releases can be used

As-is (generally limited to routine, noncontroversial news)

As source of information for a story written by a reporter (can use

facts, quotes, background information)

As the basis for an interview

Format

1-2 pages maximum (400-500 words)

Inverted pyramid format

Strong lead (5Ws&H: Who, what, when, where, why, how)

Typewritten, double spaced, one side of sheet at bottom of pages; identifier (slug) on subsequent pages

-30- or ### at end.

Important items to include:

Contact Name and Phone (Be available for follow-up inquiries)

Release time (Immediate release or embargo with specified time)

Headline (identifier)

Dateline (optional; include if location is important)

Date (possibly serial number, too)

Common Problems:

No news of interest to editor (usually a misdirected release)

News is buried (often a ploy when news is bad)

Leads with wrong focus, wordy

Missing information; fail to anticipate basic questions

Excessive commercialism (self-laudatory, excessive adjectives)

Lacks strong angle (Remember key elements of news: Prominence,

Drama, Human Interest, Localness, Consequence, Oddity, Topical)

Make your key points

Near top (first or second paragraph)

Be sure to include standard (ideal) description of organization

Work other (positive) points into text

Avoid overstatement; beware of claims as first, only, unique

Use quotes to incorporate opinion, subjective ideas, explain rationale for actions. Avoid trite quotes, purge clichés.

Cite the most appropriate spokesperson for organization

In case of bad news, stress actions being taken to rectify.

Write like a pro!

Use clear, concise, vivid language

Sentences should not exceed 15 words; paragraphs should not exceed 30 words of four typewritten lines

Follow news style (not advertising style)

Check for proper grammar, spelling, punctuation

Provide neat, clean copy

Distribute on a timely basis, meet deadlines

Write for the audience, not the client

Proof, proof, proof!

This feature provided by Kirk Hallahan, Ph.D, Assistant Professor of Journalism & Technical Communication at Colorado State University who maintains all rights.