Keep your press release no
more than 1-2 pages in length
Double-space the lines in your
Press releases should have
1.5 to 2 inch margins to make them easy to read.
When writing your press
release, use your company letterhead and make sure that it has
your company logo, tagline and contact information.
Don’t get cute with the paper
you use for your press release (this of course relating to those
that you send in via mail) Keep the paper basic white.
Type "PRESS RELEASE"
at top, centered and in ALL CAPS.
Your press release should include
a "release date" under "PRESS RELEASE".
If possible, keep your press
release to no more than one page.
If reporters want more information, they will call.
If you must have two pages in
your press release, be sure to type “page 2” on the second
page and be sure your contact info and company name are on that
At end of press release, type
"-30-" or "# # #".
This is common press release notation that this is the end
and no more text is included.
Press Release Format
Topically, your press release
should make the biggest point first and move tot the smallest
A good press release gets to the
point immediately and specifies the problem for which a solution
A press release uses the first
two paragraphs for the main message.
Other information can be included in the press release
Your good press release will not
read like a book. A
press release is factual, to the point, and it does not contain
opinion. Opinion is
for letters to the editor, not a press release.
A press release has a beginning
and an end, and the end of the press release should come quickly.
In the third paragraph of your
press release, establish a connection with you.
When developing your press
release, run it through spell and grammar checks and have it
reviewed by others for factual and construction errors.
Never include more than one press
release per submission.
to include in a press release
A press release should contain
only newsworthy information, not sales copy.
Ask yourself if your copy is something that you would find
of interest if it was about another company.
A press release should contain
all of the Who, What, When, Where, Why and How elements.
Develop a press release headline
last and give it thought. Make
your press release headline short but keyword rich.
A press release headline should also be intriguing. Go through hundreds of iterations of headlines as this is the
key to anyone reading the first paragraph.
A press release should not
contain a cover letter. It
is a press release, not a resume.
release do’s and don’ts
Do not spam
your press release. Send it to each according to instructions they have on their
website if available. Press
releases that come in without obeying stated rules are generally
Do not call
editors or reporters to ask if they got your press release.
Imagine getting 100 calls per day like that.
sending in via mail, add the words "PRESS RELEASE"
and "Release Date:" on outside of envelope.
Note the difference in capitalization.
It will help your press release be delivered properly and
in a timely fashion.
Here are some popular press