Writing a Fantastic Press Release

Press releases are a tried and true method of getting the word out about what you’re doing, and best of all, they’re basically free. A press release is a statement prepared for distribution to the media. Basically, you want to create a mini news story that demonstrates the newsworthiness of an event or group to editors and journalists. Remember these few really important points below when creating a press release.

Before you Write:

• Choose your publications wisely
  Brainstorm all the places – weekly newspapers, blogs, local magazines, etc. that people in your target demographic visit. Narrow the list down to the six or eight that you think get the broadest visibility for your event. Think about who you want to attract to the event and where they get their local news.
• Identify Contacts
  Many blogs,  weekly papers, magazines, or news websites have information somewhere on who to send your press release to – check “Contact Us” or “Press” links. You probably want to find the lead arts and entertainment journalist for the publication with information on crafting news. Sending your press release to the right person at an organization will save you lots of headaches. Never spam a contact – no one likes an inbox crammed full of duplicate information.

Writing your Release:

• Follow the standard formatting of a press release
  Google “sample press releases” for formatting. Blog editors and journalists receive dozens of press releases each day, so they have set standards and expectations that you must conform to have your release read, let alone published. Make it easy for them to print your story.
• Write like a professional
  What makes your story different and special? People in this field are looking for a story that will satisfy editors and readers, not just give your event press. Write in the third person! Start thinking about the event like a reporter.
• The lead paragraph must include the who, what, when, where and why
  When promoting a specific event, include dates, locations and other relevant details on your materials, including whether or not there’s an entry fee, and other important information, such as whether or not people should RSVP.
• Include one amazing image
  The press release itself should adhere to standard formatting guidelines. Including an outstanding photo or image will really help the piece stand out. Determine what the newspaper/magazine/blog’s requirements are for image size and resolution, and send an appropriate image.
• Include a quote or statistic if possible to ground your piece, and relevant links
  Remember to write about your event as a real happening: Give informaiton on why is this newsworthy, as opposed to simply being an advertisement. Place your event in context – if it’s happening in late April, is it Earth day related? If it’s a late summer event, can it be tied to “Back to School”?
• Be sure to carefully proofread
  Give your press release to people you know who are harsh critics and good writers. Don’t send out something with obvious typos or spelling errors.

Follow Up:
At your event, try to ask attendees how they heard about it. If you think you might want to do another event in the future, be sure to capture strong, clear photographs with a wrap-up report to blogs, papers or other places the press release was published, summarizing the success of the project, and giving dates of future similar events you may be planning.

While a press release may seem like a bit of work, they really are a powerful marketing tool. Only word of mouth compares to how successfully a press release can make your event well attended and noticed. Once you get the knack of writing a professional, interesting press release, you’ll love seeing the results it can yield.