How to Write a Press Release

By: Maureen Corbett

For all my fellow PR students out there, the idea of writing your first press release can be daunting. The first time I had to write one was when I was an intern at Advocate Condell Medical Center. I was a pre-com student who had just finished my freshman year of college, and I had no other experience in this area other than basic communication theory that I had learned in my introductory courses. I was told that the press release I had to write would be published on all the local news media outlets, so naturally I felt quite a bit of pressure about performing this task. In order to alleviate my readers from feeling the same stress I experienced, here are a few basic tips that will help make your first press release a hit.

Layout

Check out my first press release above! While it may look quite boring and simple to the average viewer, there are several key elements to writing a press release when it comes to its design. First, you have to make sure that the proper contact information is at the very top. You can't forget to include the name of the company you work for, and a title that accurately explains the main idea of your press release. The date and your company's logo are also must-haves when creating the layout of your first press release.

Intro Paragraph

This is the most important part of a press release. Think about it this way: if someone were to only read the first paragraph you had written, you want all the important information contained within the first few sentences. Make sure to answer the questions "Who?" "What?" "Where?" "When?" "Why?" and "How?" right away so your audience knows exactly what you are talking about right from the beginning. Try to make this as concise as possible, your readers are busy people so give them all the facts they need to know and nothing more.

Cut Out the Fluff

In my previous writing courses, I was always taught to use descriptive adjectives and imagery to capture my audience's attention. Forget all that for a press release. Make sure you stick strictly to the facts. Your readers are interested in your press release for its information purposes, and they can draw their own conclusions about the topic later. 

Boilerplate

This is a short, 2-5 sentences summarizing the press release. It could go into more detail about the author (which in this case it you!), the details about the company your work for, or include more information about who should be contacted with comments or questions. Every press release has a boilerplate and most companies have a uniform template that is always used, so make sure you talk to your boss first about what they want included. 

With these quick tips, all your fears should be alleviated when writing your first press release! As a PR student you will probably write thousands of press releases in your life, so be prepared to master this skill in no time at all.