How To Write A Press Release

Writing Press Releases
A press release is a one page (usually) statement about some aspect of your organization
that is interesting, exciting, or noteworthy. The news can be good or bad. The purpose of
a press release is to get the attention of a reporter who is looking for a story to write for a
newspaper, television or radio program. So, your audience or reader is a hungry, busy
reporter who has a deadline and is searching for a piece to write. Think of this hungry
reporter as you write your press release.
Before you start the Headline write the words
PRESS RELEASE
Then
Write the contact details of who the reporter can contact for more information. – you are the
person writing the press release for a reporter and so you put your details
Example
Date: 12/29/2004
Contact: Jerry Berger
Phone: 617-667-7308
Email: jberger@bidmc.harvard.edu
The press release should have a few key components.

First, it should be short. Next, it needs a headline, a body and contact information. You
should pay particular attention to the headline and the first paragraph. The headline can
determine whether or not your press release is read or deleted. The first paragraph can
determine whether the reporter decides to continue reading.
Headlines
Headlines are short and telling.
Examples:
1. ARMED CAREER CRIMINAL SENTENCED

ON FEDERAL GUN AND DRUG CHARGES
2. COURT REVOKES U.S. CITIZENSHIP OF MASSACHUSETTS MAN WHO

SERVED THE NAZIS DURING 1943 LIQUIDATION OF THE WARSAW
JEWISH GHETTO
3. SUNNY DELIGHT ISSUES APOLOGY FOR MISLEADING PARENTS
Let’s analyze these titles:

1. What verbs are used?
2. What nouns are selected?
3. What do you think of long titles vs. short titles?
The headline should:
 Be no more than one line (some programs reject headlines that are too long)
 Provide a snapshot of the news you are delivering
 Avoid stacks of nouns
Dateline
This is the city where the press release is issued. The dateline locates the story for the
potential reporter.
Boston, MA, July 2024…
Valance, France, 2024…
Opening Sentence/Paragraph
Example 1:
Boston, MA..2021. A Massachusetts man was indicted today on wire and mail fraud
charges for a scheme in which he advertised Superbowl tickets over the internet,
collected approximately $255,000 from customers, and then never provided either the
tickets nor refunds.
Can you find the answers to these five questions in the example above?
Who?
What?
Where?
When?
Why?
Example 2:
London May 2022, Sunny Delight CEO George Soory issued an extraordinary apology
today to parents, making a historical admission to the high levels of sugar in Sunny Delight
drinks. Mr Soory vowed to have more transparent labelling in future as well as giving his
word to the reduction of sugar content in all their drinks.
The Rest of the Paragraph: The Hook

The rest of the paragraph, which is short, provides a hook; something that makes the
reader want to read the rest of the press release.
Example:
HEADLINE
Study Suggests Obesity Has Lesser Financial Impact On African-
Americans
BEGINNING OF TEXT
BOSTON – Obesity may impose a smaller healthcare cost on African-Americans than
other demographic groups, according to a study led by researchers at Beth Israel
Deaconess Medical Center (BIDMC) that found spending on obesity-related problems
becomes progressively higher as adults grow older.
What is the hook in this example?
The Rest of the Story: The Body

The body of a press release is direct and to the point and is designed to back up what was
said in the first paragraph. Focus on the five questions: Who? What? Where? When?
and How? when writing the body. Ask yourself: What information will this reporter
want to include in the story? Here you weave an interesting story for the reporter.
The body of the press release is written in the third person as if the person writing is a
reporter and not an employee of the organization. Never use “I” or “we” unless you are
quoting someone you have interviewed about the situation. You are an observer
looking in on the situation (you are your reader).
The facts are presented here and should be verifiable: include statistics to ground what
you say in facts that can be substantiated.
The press release usually starts with the main message in the first paragraph/sentence
and the body has paragraphs that move from general information to specific
information..
Each paragraph develops an idea. If you have a new piece of information to write about,
create a new paragraph.
Include quotes from individuals in the organization that are directly related to the
issue discussed and attribute quotes to people. Quotes should reveal opinions,
observations about the subject matter.
LAST PARAGRAPH
The last paragraph of your press release should contain general information about your
organization. This is a block of standard text that could and is tacked onto the end of all
press releases that your organization sends out.
Contact Information
Example:
If you would like more information abut this topic, or to schedule an interview with Joan
Smith, please call Pat Brown at 555.444.3333 or e-mail pat at: pb@bidc.org.
After the contact information it is standard practice to include the following symbols to
signal to the reader that the press release is over.
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Writing Press Releases

Before you start the Headline write the words

The press release should have a few key components.

Headlines are short and telling.

1. ARMED CAREER CRIMINAL SENTENCED

2. COURT REVOKES U.S. CITIZENSHIP OF MASSACHUSETTS MAN WHO

3. SUNNY DELIGHT ISSUES APOLOGY FOR MISLEADING PARENTS

Let’s analyze these titles:

Boston, MA, July 2024…

Valance, France, 2024…

The Rest of the Paragraph: The Hook

What is the hook in this example?

The Rest of the Story: The Body

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