Press Release - Everything to present it better!!

Newspaper or news on favorite websites, we always want to update ourselves with. Press release carries very important for producer, media and final readers.

"The document handed out to the media for publication, informing it about an event or an opinion. It should be carefully drafted, be informative and should give the media a reason for conveying it to its readers", says Nimish Dubey.

What is Press Release?

The press release is the conventional tool of people who work in public relations.

It is basically set of answers for 5 types of questions - who, what, where, when, why and how. This is to let know your news out to public through the news media.

How people and organizations do use press releases?

Commercial organization and Business people promote new products, announce changes in management or reveal their latest innovation through press releases. Social organizations raise voice for social help or discussions. Govt. officials, Ministry or Politicians give their official statements on issues. Community organizations to raise awareness about issues and to promote community events.

Press release is nothing but an advertisement in form of detail article. However the way it is written is without tendency of any kind of direct promotion. Indirect promotion is done in form of suggestions, facts or interviews. It can include curious, extraordinary, or unexpected, conflict and danger or disclose something shocking or scandalous happenings. The content quality for press release is generally expected as hard-hitting, interesting, factual, concise and relevant.

Writing a press release

Drafting a press release is an important task in media in public relations. You need just hard slog, clarity of phrase and a will to converse. Identifying the viewpoints to deliver the important news, simple language, convey the message, concerning about the media and research on subject are element to be considered before presenting press release.

Press releases should be 3 S –

Short,
Sharp and
Succinct.

As earlier said, you will answer the 5 ‘W’s’ – WHO, WHAT, WHEN, WHERE, WHY – and HOW.

Who - is the story about?
What - is it about?
When - will it happen?
Where - will it happen?
Why - is it happening?
How - will it take place?

Other than content you write, how will you improve its readability?

Headlines – is very crucial element of press release. It is the first information an editor or your next reader will see. Hook the readers and let them want to know more. To keep their attention, you’ve now got to be more detailed about your release.

Information and Details - Have the crucial information. It can be facts, fair statistics, statements, dates and places. Use ‘Third’ person. Don’t use ‘I’, ‘We’ or ‘You’. Give clear and simple message. Do not be too humorous or smart. While giving details, don’t go on and on and on. Take proper break.

Minor but crucial elements

Contact
Provide contact information like names, title, company, mailing address, phone, cell phone, fax, email and website so that reader or editor can get back to you.

Layout
Try to follow given layout details while publishing.
Paper Size: Size of paper should be 8 ½ x 11.
Date: Definitely today’s date.
Line- Spacing: 1.5 to double line spacing should be near to perfection.
Margin: At lease one inch to both ends.
Ending: Mark end of press release by three centered hash symbols (# # #) after the last paragraph.

Skeleton of Press Release

Instructions
Headline
Summary
Body
Further information
About
Contact information

Instructions – Write few words to inform about release. For example - "For release on New Year Eve"

Headline should be ‘Short’, ‘Sharp’ and ‘Succinct’.

Summary is an extension of the headline and consolidation of the body.

Body: Start with place and day. E.g. City, State (or country), Month, Day and Year. It is main crux. Apply the rules we discussed earlier. Words should be limited up to 400 – 500.

Further information to give further details like web site, special instruction or facts

About is all about you in nutshell.

Contact information: we have covered it already in earlier paragraph.

Jean Giraudoux once said, "Madame, we are the press. You know our power. We fix all values. We set all standards. Your entire future depends on us." If it is so then press release is something hardly to ignore.