The Seven Elements of a Press Release: Everything You Need to Know
The key to writing a successful press release lies with the document's ability to grab the reader's attention with its headline and to explain everything the reader needs to know within the first paragraph. Press releases are a different type of company communication, typically used to announce general news, an event or a product release. To help journalists differentiate press releases from the other communications they receive, the following seven elements make up the basic structure of a press release.
First, the press release must have an eye-catching headline. This should grab the journalists' attention and give a brief overview of why the following story is newsworthy.
Second, the media contact information. The name, phone number, email, mailing address, and other contact information for the person who is distributing the release to the media.
Third, the dateline. This is in the first line of the first paragraph containing the release date, the city, and state. It is important for journalists to know they are receiving the most up-to-date information, so even if you wrote the release a few days ago, put the date you are distributing the release.
Fourth, the introduction paragraph. This is the most important paragraph because it may be the only part the journalist bothers to read. It must give the answers to who, what, where, why, and when. It is also important to know that press releases follow the Inverted Pyramid style. This means that all key information is given in the beginning and subsequent information should follow in order of diminishing importance.
Fifth, the body. In this section, which could consist of two to several paragraphs, you should explain details, statistics, background, and other relevant information. Be sure to continue following the Inverted Pyramid style.
Sixth, the boilerplate. This is a short paragraph about the company your have been referring to. In this paragraph, you can provide independent background information, such as when it was founded or a brief history.
Finally, the close. Have you ever wondered why the three pound symbols "###" are a standard practice for the close of a press release? Wikipedia explains that the traditional symbol "-30-" was first used to signal "the end" or "over and out." This came from Civil War times when telegraphers tapped "XXX" to end transmissions. The Roman numeral "XXX" stands for the number 30, so it was transformed into "-30-" for modern printing usage. Today the more modern, accepted use is "###" to signal the end of the release.
The seven structural elements make up the first half of a successful press release. The second half consists of a powerful straight-forward writing style. So remember these points and you will be set:
- Always make sure your news is "newsworthy." It is there to inform, not to sell.
- Start strong; grab the reader's attention with your headline and first paragraph.
- Stick to the facts. Use a matter-of-fact tone and avoid flowery words and too many adjectives at all costs.
- Use active, not passive, voice.
- Use strong verbs; this will also help cut down on the extra adjective usage.
- Avoid hype. Your press release should never have a need for exclamation points!!!
- Be clear, concise, and complete. Give the complete facts in as few words as possible. Journalists won’t bother reading a wordy release that circles around the main point.
- Proofread, proofread, proofread. Typos are the fastest way to ensure your press release never sees the light of day.
