The Basics

• For Immediate Release should appear at the top of the page.
• Skip a line or two and insert the Date.
• A couple of lines after the date enter the Contact Information. Include the name of the spokesperson, title, organization, telephone, fax, email, and web site address.
• Two lines after the contact information using boldface type enter the Headline. The headline should grab the attention of the reader and make them want to read the rest of the story.
• Skip a line and begin the first paragraph of the story with the Dateline. The dateline is the city and state that the story originates from followed by a dash. If the city is well know such as Chicago or New York omit the state.
• Immediately after the dateline begin the Lead Paragraph or Summary Lead. This first paragraph should explain the Who, What, When, Where, Why, and How of the story. It should further grab the attention of the reader while summarizing the press release.
• The Body of the press release should provide the relevant details and should be written with the most important information and quotations first. That way the editor can cut the story without losing important information.
• The Closing Paragraph should repeat the contact information including the spokesperson and their phone number.
• If the press release is more than one page use -more- centered at the end of the page to indicate there is a second.
• # # # centered after the closing paragraph indicates that the press release is finished.

• Make sure the information is newsworthy. Tell how you are fulfilling a need or solving a problem.
• Tell the reader how the information is relevant to them and why they should continue to read it.
• The first ten words of the press release are the most important, make them count.
• Stick to the facts of the story and avoid the use of adjectives, big words and jargon.
• Keep it short, one page is sufficient. Edit your press release until it is one page or less.
• Update your web site with the information before sending the press release. If it is not important enough to put on your web site, then it is not newsworthy.
• Never tell the whole story. Leaving out the just enough information to will make the editors want to call for more.
• Avoid calling editors to see if your press release has been received.