7.2 Press Release Writing and Distribution

Press releases are essential tools for communicating news to the media and public. They require careful crafting to grab attention and convey key information effectively. From headlines to boilerplates, each component plays a crucial role in telling a compelling story.

Creating impactful press releases involves mastering the art of concise writing and strategic distribution. Effective headlines, well-structured content, and thoughtful timing can make the difference between a release that gets noticed and one that gets overlooked in today's fast-paced media landscape.

Press Release Fundamentals

Components of effective press releases

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• Headline grabs attention, concisely summarizes main point, typically bold and larger font
• Dateline includes city, state, date, placed at beginning of first paragraph
• Lead paragraph answers 5 W's (who, what, when, where, why), provides most important information upfront, captures reader's interest
• Body paragraphs provide additional details and context, include quotes from relevant sources (CEO, spokesperson), use inverted pyramid style prioritizing most important information
• Boilerplate is brief "About Us" section at end, provides background on company or organization
• Contact information includes name, phone, email of PR contact for journalists to follow up

Crafting headlines and lead paragraphs

• Headlines use action verbs (launches, unveils, announces) and active voice, kept short and punchy under 10 words, avoid jargon and complex terminology, capitalize first letter of each word except articles (a, an, the) and prepositions (in, on, at)
• Lead paragraphs summarize key points in 1-2 sentences, use clear and concise language, avoid burying important information, aim to grab reader's attention and encourage further reading

Press Release Content and Distribution

Quotes and facts in press releases

• Quotes add credibility and authenticity, provide human element and personal perspective, should be relevant and support main message
  • Attribute quotes to specific individuals with titles (John Smith, CEO of Acme Inc., said...)
• Supporting facts reinforce main points, provide context and background
  • Use statistics (47% increase in sales), research findings (study by University of X), or other data to back up claims
  • Help journalists understand significance and newsworthiness of story

Distribution and timing of releases

• Distribution channels:
  1. Newswire services (PR Newswire, Business Wire) for broad reach
  2. Company website and social media accounts (Twitter, LinkedIn) for direct audience engagement
  3. Targeted media outlets based on industry (TechCrunch for tech), geography (local newspapers), or audience (parenting magazines)
  4. Industry-specific publications and blogs (trade journals, niche websites)
• Timing considerations:
  1. Avoid releasing on weekends or major holidays when competition for attention is high
  2. Aim for early in week (Monday-Wednesday) and early in day for maximum visibility
  3. Align with relevant events (product launches, conferences), announcements (partnerships, hires), or seasonal trends (holiday gift guides)
  4. Provide advance notice for embargoed releases to give journalists time to prepare coverage