Keep your press release no more than 1-2 pages in length
Double-space the lines in your press release.
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 page too.
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 point.
A good press release gets to the point immediately and specifies the problem for which a solution is offered.
A press release uses the first two paragraphs for the main message. Other information can be included in the press release later.
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.
Information 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.
Press 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 just deleted.
Do not call editors or reporters to ask if they got your press release. Imagine getting 100 calls per day like that.When 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 release services: