Anatomy of a Successful Press Release

by Diane Eble

As mentioned in previous articles, the majority of press releases end up in the trash, virtual or actual.

So far I've given you what to avoid, and the seven key elements of a press release the media will read.

Now I want to give you the blueprint for a successful press release. There may be lots of ways to write a press release, but I've boiled it down to the nine essential elements the best experts recommend for successful press releases.

Again, please note the sample press releases I've been referring to all month. If you haven't printed them out, go here and do so now, please.

Elements of a Press Release the Media Will Read

1. "FOR IMMEDIATE RELEASE" (or a time qualifier). If your news is for right now (or for any time), type these words, all in caps, in the top left-hand side of the page. If you news expires by a certain date, use "FOR RELEASE ON OR BEFORE [DATE]" instead.

2. "FOR FURTHER INFORMATION CONTACT:" and add a real person's name and phone number. This information should be in the upper right-hand corner.

3. Killer headline (and subhead if you want). Skip a line or two, and add a headline (centered) in bold, large typeface. The subhead, if you use it, should also be centered, in a slightly smaller font. I like to use italics for the subhead.

The headline and subhead must arouse curiosity and force the reporter to keep reading. Your only purpose of the headline is to keep the reporter reading. You only have 5-15 seconds to capture their attention, so spend a lot of time on your headline!

4. Dateline. At the beginning of your press release, include your city and state, and the month, day and year. Note that one of my sample press release does not do this, but I have started to add the dateline since I learned that editors want to know this. Many journalists specialize in reporting news from a certain geographic market, so including this information could increase your chances of your material being picked up and/or passed on.

5. Lead paragraph. In a few sentences, tell the reader what your press release and story are about. Answer the "five Ws"—who, what, when, where, and why.

Also, it's crucial to make it clear why your media's audience would care about your information. This means you have to be familiar with the type of publication or audience this particular media outlet is reaching.

6. Quotation and credentialization. Give a quote or two from yourself or other appropriate person and add that person's credentials. This is one of the earmarks of a good press release; it's what gives it credibility.  

7. The body of the press release. Here you go on to develop your message. Keep your reader interested! In his book, Feeding the Media Beast, Mark Mathis identifies three things the media love: Difference, Emotion, Simplicity.

Difference: You need to stand out. Search for any difference in your book, product or service that you can think of and then play to that strength.

Emotion: Make the reader feel something. What emotion can you provoke? In the "Publishing Expert" I arouse a bit of fear or uneasiness: Publishing is changing at a fast pace, and unless you know some insider info, you may get left behind. I would play this up in the interview. For the press release, you give the facts but in such a way that it hints that there will be emotion in the story you give them.

Simplicity: Focus on only the most compelling aspect of your story. Ask: What non-essential factors must I eliminate to make my product tantalizingly simple?

Use bullet points when possible (but no more than 6 or 7).  Show that there is more to come if they contact you.

8. The "call to action" and contact information. What do you want the reporter to do? State it clearly here, and give your contact information again. If you want them to contact you for more information, let them know what the information will be about. If you are offering something to their audience, you can mention that, but don't give any details of price etc.

9. End (or next page) information. To end your press release, type the symbols "###" in the center of your page after the last line of text. As mentioned in a previous article, you want to keep your press release to one page only. However, if you do break this rule and go on to a second page, at the bottom of page 1 type "-more-" in the center of the page, bracketed with hyphens, as you've just read.

Use this as your template for every press release you write, and you'll show the media you know what you're doing. If your headline and story are compelling, your call to action clear, and you're prepared when the media call—you'll be well on your way to gaining some great exposure. Try it!

Next week: How to Turn an Article into a Press Release