6.1 Press Release Writing and Distribution

Press releases are crucial tools in public relations, serving as direct lines of communication between organizations and the media. They follow a specific structure, starting with attention-grabbing headlines and lead paragraphs that convey essential information quickly and effectively.

The inverted pyramid style and AP formatting guidelines ensure press releases are concise and easy for journalists to use. Distribution strategies, including newswire services and targeted pitches, help maximize the reach and impact of these carefully crafted messages.

Press Release Structure

Headline and Lead Paragraph

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• Headlines grab attention, summarize the main point, and entice the reader to continue
• Should be brief (ideally under 10 words), clear, and informative
• Dateline includes the city, state (in parentheses), and date of the press release
• Lead paragraph follows the dateline and answers the who, what, when, where, and why of the story
• Aim to capture the reader's interest and convey the most important information upfront (recent product launch, upcoming event)

Inverted Pyramid Style and Boilerplate

• Inverted pyramid style presents information in descending order of importance
• Most newsworthy and essential facts appear at the beginning, followed by supporting details and background information
• Allows editors to easily cut content from the bottom without losing crucial information
• Boilerplate is a standardized paragraph at the end of the press release that provides background information about the company or organization
• Typically includes a brief description of the company, its mission, and any relevant contact information (website, phone number, social media handles)

Press Release Style and Format

AP Style and Formatting Guidelines

• Press releases generally follow Associated Press (AP) style guidelines for consistency and clarity
• Write in third-person, using an objective tone and avoiding opinion or speculation
• Use short paragraphs (1-3 sentences) and simple sentence structures for readability
• Include the release date and "For Immediate Release" at the top of the document
• Provide contact information (name, phone number, email) for media inquiries at the end of the release

Quotes and News Hooks

• Incorporate relevant quotes from company spokespersons, industry experts, or satisfied customers to add credibility and a human element to the story
• Quotes should be concise, engaging, and support the main message of the press release (CEO commenting on the significance of a new product)
• A news hook is an angle or aspect of the story that makes it newsworthy and relevant to the target audience
• Tie the press release to current events, trends, or issues to increase its appeal and chances of being picked up by media outlets (linking a new software feature to the growing demand for remote work solutions)

Press Release Distribution

Distribution Channels and Embargoes

• Press release distribution involves disseminating the release to various media outlets, journalists, and influencers
• Distribution channels include newswire services (PR Newswire, Business Wire), email pitches to targeted journalists, and posting on the company's website and social media profiles
• Consider the target audience and choose distribution channels accordingly (industry-specific publications, local news outlets for events)
• An embargo is a request to media outlets not to publish the information until a specified date and time
• Embargoes allow journalists time to prepare more comprehensive coverage and enable coordinated release across multiple outlets (providing advance copies of a press release announcing a major acquisition, with an embargo until the official announcement date)