Writing a Press Release: A Checklist

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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.