Understanding Press Releases

• A press release is a written or recorded communication to news media to announce something newsworthy.
• Typically, press releases are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, online media, television stations, or television networks.
• A press release is a written communication reporting brief information about an event, circumstance, product launch, or other happening, generally tied to a business or organization shared with media through various means.

Purpose of Press Release

• The main goal of a press release is to promote something significant and specific clearly, utilizing a strict format for marketing and promotional purposes.
• The three marketing and promotional purposes are:
  • Notify the media about an event to spread the word.
  • Share something about a business, hoping for a news article.
  • Promote the business's appearance on the internet.

When to Send a Press Release

• Send a press release any time you have something newsworthy:
  • Breaking news announcements
  • Product launches
  • Events
  • Partnerships
  • Sharing research
  • Awards
  • Crisis management

Main Components of a Press Release

• Heading
  • The press release should be written on library or institution letterhead, including:
    • PRESS RELEASE
    • Date of press release
    • For Immediate Release
    • Contact information
• Headline
  • Headline should be short and catchy to grab a reader's attention using bold capital letters slightly larger than the body font in the present tense.
  • Example: ABC COLLEGE CHEERLEADERS AND BAND SHOW THEIR SPIRIT FOR XYZ LIBRARY.
• Body Copy
  • The first sentence should state what is happening, with the next sentences giving details, sticking to facts, and keeping details minimal for quick understanding.
• The Five Ws
  • Include the five Ws (Who, What, When, Where, Why?) to tell readers what will happen, including when, where, the reason, and what makes it newsworthy.
• Contact Information
  • Repeat contact information or add additional information, such as the library's website.
• Boilerplate
  • A boilerplate (or "about us" statement) provides a short, standardized paragraph that gives journalists a high-level background on your company.
• End of the Press Release
  • Mark the end by typing three centered # symbols (###).

Inverted Pyramid

• The inverted pyramid structure presents the most important information first, followed by supporting details and background information.