THE MIRROR OF MEDIA

Demystifying the Press Release Format + Free Template


Your press launch wants greater than only a nice story to seize media consideration. It should additionally comply with the usual press launch format, which incorporates your emblem, launch date, contact data, headline, a three-to-four paragraph physique, a boilerplate, a hyperlink to your web site, and related multimedia. By upholding this journalist-expected format, your press launch has a greater probability of touchdown media protection.

In case you’re not an knowledgeable, writing a press launch that successfully will get the media’s consideration isn’t any simple feat. For that reason, many companies go away press launch writing and distribution as much as professionals, just like the consultants at eReleases. Give your press launch a leg up and get began with eReleases at the moment.

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Free Press Launch Template

To make sure you get your formatting proper, download our free press release template earlier than writing your launch to information you thru every of the sections described under.

How To Write A Press Release

Press Launch Format by Sort

Whereas all releases comply with the identical normal press launch format, they fluctuate barely relying on the aim of the press launch, the kind of media you embody (e.g., photographs, video), and your overarching objective. For instance, the knowledge and media detailed inside a ebook press launch will differ from these in an occasion press launch.

Listed here are 4 frequent kinds of press releases with steerage on what content material to incorporate and their particular formatting:

If none of those match the invoice, use the usual press launch format and comply with the directions under to put in writing your newsworthy story utilizing our free press launch template.

The Required Components of the Press Launch Format

A press launch incorporates your online business emblem, a headline, a lead paragraph summarizing the announcement, and a newsworthy angle. Your press launch can have three to 4 paragraphs of textual content inside the physique, hyperlinks, social media hyperlinks, quotes, and multimedia. It concludes with details about your group (your boilerplate) and call data. The full size must be between 300 and 500 phrases.

Emblem

To spice up the model consciousness influence of your press launch, your organization emblem must be prominently displayed on the high of your press launch. When sending your press launch through e-mail, make sure to additionally add a 200×200-pixel model of your emblem so journalists can embody it of their tales. That method, journalists don’t need to attempt to extract a duplicate of your emblem from the press launch, which might seemingly cut back picture high quality.

Contact Data

Put your contact data to the appropriate of the brand. This consists of the methods a journalist can contact the individual inside your organization who can reply questions on this press launch. Embody their title, e-mail deal with, and telephone quantity so journalists can simply attain the first contact utilizing the tactic they like. This textual content must be left-justified, however positioned alongside the appropriate margin. Right here is how the contact data in your launch ought to seem:

Contact: John Smith
Telephone: (123) 456-7890
E-mail: john.smith@e-mail.com

Launch Date or Dateline

The discharge date signifies if you need the discharge to be revealed and the knowledge in your press launch to be written about. It tells journalists whether or not you need your press launch information written about or revealed instantly or at a future time.

Add your required publication date and time within the top-left nook of your press launch in all caps and in daring. In case your press launch is able to be distributed immediately, embody the phrases “FOR IMMEDIATE RELEASE” on the high left nook of your press launch.

Alternately, if you need the media to carry onto your press launch for future launch (however you’re sending it forward of time to make sure protection), it’s known as an “embargoed” launch. In that case, put the phrases “EMBARGOED FOR RELEASE” within the high left-hand nook after which add the date and time you need the press launch and any associated media tales to go stay.

Headline

A press launch headline seems on the high and heart of your press launch however under the brand, contact data, and launch date. Hold your headline quick and to the purpose, typed in 14-point measurement, daring, and centered. Attempt to keep inside the 65- to 80-character vary, and use language that’s clear and straightforward to know.

The headline is often probably the most eye-catching a part of your press launch, and also you want it to compel individuals to learn your press launch. It ought to replicate probably the most newsworthy angle of your launch―the principle purpose your audience would care about your information. While you distribute your launch to journalists who share that viewers, they’re extra more likely to publish your story, as a result of it’s clear why their audiences would care.

For extra assist, be taught how to write a press release.

Subheader (Non-compulsory)

A subheader might be as much as 120 characters in size and seems instantly under your headline. Subheaders can help you seize readers’ consideration and assist them higher perceive what your press launch is about. It offers you one other alternative to develop your story angle with a teaser that encourages additional studying. It must be formatted in italicized 12-point Occasions New Roman font and in title case (title-style capitalization).

Place Stamp & Date

The place stamp and date of your lead paragraph is separated from the primary physique paragraph by a splash. It wants to indicate the situation (often town) the place the press launch is coming from and the date it’s revealed. Each location and date (full date together with month, day, and 12 months) must be in daring and may appear like this: CITY, ST. (Month Day, Yr) -.

Screenshot of press release Location and date line

Location and date line for press releases

Introduction Paragraph

The primary paragraph, typically known as “the lead,” ought to reply the who, what, when, the place, why, and the way of the press launch. Its objective is to offer journalists a fast snapshot to resolve whether or not the story is an effective match for his or her audiences.

Stick with fundamental details right here and keep away from hyping or making an attempt to promote services or products, however do point out the angle that makes your announcement newsworthy. Textual content must be single spaced in common/regular (not daring or italicized) 12-point Arial or Occasions New Roman font.

Additionally word how the introduction consists of hyperlinks. It’s a frequent apply to incorporate hyperlinks to your online business’s web site or supporting materials inside your introduction paragraph, and it’s a great way to drive extra site visitors to your web site.

Screenshot of Press release paragraph example

Press launch introductory paragraph instance

Physique Paragraphs

The following few paragraphs within the physique of your press launch ought to serve to finish the story you launched within the headline and first physique paragraph. It ought to zero in on the newsworthy angle of the story and elaborate on it with particulars journalists can use to develop that angle.

You should definitely comply with AP style guidelines so media shops can use your textual content as is. Use quick paragraphs, of roughly two to 4 sentences every, and be at liberty to incorporate statistics along with graphics to again up your claims.

Lastly, embody particulars that make it super-easy for journalists to cowl your story. If, for instance, you’re inviting a journalist to cowl an organization occasion, make sure to embody particulars on how they’ll attend the occasion at no cost.

In case your occasion is open to the general public or particular teams, you also needs to embody details about how they’ll attend the occasion, comparable to particulars about the right way to RSVP or register. That method, journalists have the small print wanted to ask their audiences beforehand and to attend themselves to put in writing a follow-up story. This implies double the protection from one press launch.

In case you would quite be operating your online business than writing tales for the press, otherwise you aren’t certain how greatest to convey your newsworthy occasion, you may outsource this activity by hiring a press writing service, like eReleases. Their command of the press launch format and talent to hone in on newsworthy angles makes it extra seemingly your information shall be picked up by media shops. Try our information on press writing services for extra data.

Quotes

As a part of any excellent news story, quotes permit journalists to spherical out their tales with a human perspective. For instance, if in case you have a cheerful buyer, you may add a testimonial quote. In case you are introducing a brand new C-level worker, quotes from the brand new rent about how comfortable they’re about their new position, and from one other government about what this variation within the C-suite will imply for the enterprise or its prospects, gives extra depth to the story.

Embody a few quotes so journalists can select their human perspective angle. Simply make certain your quotes add worth and don’t simply repeat the identical content material you wrote within the physique of your press launch.

Screenshot of press release with quote example

Instance of a press launch with a quote

Interactive Components (Non-compulsory)

Interactive components are elements of your press launch that journalists should full an motion to eat, comparable to clicking a hyperlink, enjoying a video, or downloading one thing. They permit journalists and readers to additional discover your story whereas giving your online business extra methods of monitoring their preferences and actions.

Along with the interactive components talked about above, frequent interactive content material consists of hashtags, social media handles, interactive photographs, and downloadable infographics and moveable doc recordsdata (PDFs), comparable to an e-book, report, or case research. These content material components help journalists in digging deeper as they cowl your information.

For instance, a branded hashtag tied to a product launch offers journalists a method to see firsthand what shoppers consider it, which influencers are creating buzz round it, and be alerted when upgrades or complimentary merchandise come out. Likewise, interactive photographs may stroll journalists by way of a digital product tour and can help you monitor how far they went within the product tour, and which product options they lingered on on account of heightened curiosity.

Boilerplate

The ultimate paragraph of your press launch is named a boilerplate. It’s your organization’s “About” part that seems on the very backside of your press launch. That is the place you write about your organization’s background, awards, period of time in enterprise, or anything that could be of curiosity about your organization.

You also needs to present a hyperlink to your web site and a media contact, which is the first e-mail or telephone quantity a journalist ought to contact for extra data. Your boilerplate must be lower than 100 phrases. All corporations talked about within the press launch ought to have their very own boilerplate.

Screenshot of Press release boilerplate example

Press launch boilerplate instance

For extra particulars on the right way to write a boilerplate, learn how to write a boilerplate.

Finish Notation

Lastly, embody an finish notation on the backside of your press launch doc. This tells the media they’ve accessed the entire doc. When you ought to stick to 1 web page (or about 500 phrases), in case your launch extends to 2 pages, the primary web page ought to finish with “-more-” centered on the backside of the web page. Whether or not your press launch is just one web page lengthy or has a second web page, the ultimate web page ought to finish with three centered pound indicators, like this: ###.

Remaining Be aware & Name to Motion (CTA)

Upon getting ended the textual content of the press launch, it’s a good suggestion to place one last word on the backside that encourages somebody who needs extra data to succeed in out to you. A easy sentence like that is acceptable (formatted in 12-point Occasions New Roman or Arial font):

“If you need extra details about this subject, please name [name] at [phone number] or e-mail [email address].”

Screenshot of Press release CTA example

Instance of a press launch CTA

Multimedia

Providing journalists multimedia sources in your press launch permits them to extra successfully craft a compelling story. Press releases with multimedia create extra engagement throughout platforms like social media, blogs, and even print shops. It is because journalists know that movies and different multimedia can increase engagement threefold.

Whereas typically included solely if you pay $100 to $200 additional when utilizing a press launch distribution service, embedded movies and pictures are extra participating than merely an hooked up picture or linked video. Embedded multimedia is viewable instantly from revealed information wire tales, whereas hooked up multimedia have to be accessed through hyperlink from inside the article.

That mentioned, many press launch distribution service plans embody free multimedia attachments, which nonetheless present journalists with visuals they’ll use so as to add depth to their tales. Every service has tips for formatting the multimedia that’s hooked up or shall be embedded in your press launch, together with file measurement, kind, and high quality and determination limitations.

You should definitely embody your unique recordsdata in addition to reformatted recordsdata so your media contacts can use them in the event that they consider it is going to add worth to their story angle. When emailing your press launch to the media, embody hyperlinks to unique belongings so they’re obtainable of their highest-quality type and never only a reduced-size copy (which is commonly of decrease high quality).

Screenshot of Press release embedded media example

Instance of embedded media in a press launch

Press Launch Format Finest Practices

Writing and distributing a press launch can both propel your organization towards its targets or fall on deaf ears. To make your press launch a worthwhile funding of your money and time, give attention to including high quality particulars to your launch, following the usual press launch format and together with multimedia content material and social media hyperlinks.

Listed here are a couple of greatest practices to bear in mind when formatting your press launch:

  • Select the appropriate doc settings: For an expert press launch, use one-inch margins round your complete press launch doc. Set your physique paragraphs to single area and use an easy-to-read and normal enterprise font like Arial or Occasions New Roman. Daring your header and dateline and italicize your subheading.
  • Embody multimedia attachments or embedded content material: Including visible or interactive content material may end in extra protection, as a result of journalists know that together with one of these content material of their tales generates extra reader curiosity.
  • Create an exploratory journey: Good reporting is not only rehashing different individuals’s tales, however as an alternative, creating a singular one that may’t be discovered elsewhere. Due to this, not each journalist will need the identical data. As such, as you craft your story, present sufficient data in order that journalists can discover a distinctive angle that can attraction to their audiences.
  • Embody social media share hyperlinks: About 55% of adults obtain their day by day information through social media. So together with social media share hyperlinks, just like share hyperlinks on a weblog put up, on the internet web page you’re posting your press launch on is usually a good method to land in social feeds and enhance your publicity. Moreover, when your press launch is roofed within the media, share hyperlinks to your press protection in your social media accounts.
  • Select the appropriate press launch distribution service: Whereas all releases comply with the identical normal press launch format, every distribution service has its personal nuance for formatting, embedding multimedia, or together with attachments. Test along with your service of alternative to substantiate your formatting meets their necessities earlier than submitting it.

For extra insights like these, try our extra complete information on press release best practices.

Steadily Requested Questions (FAQs)

How do you ship a press launch?

After writing a press launch, the subsequent step is to distribute it to journalists and media shops. If in case you have a listing of press contacts with whom you have got a relationship, you may ship your press launch on to them.

Nonetheless, should you’re like most small companies searching for most press launch publicity, your greatest guess is to make use of a press launch distribution service, comparable to eReleases. They are going to ship your press launch to hundreds of media shops in your behalf. Observe the step-by-step directions on how to send a press release.

What’s an AP model press launch?

An Related Press (AP) model press launch is written utilizing Related Press tips. The excellent news is that an AP model press launch is the most typical formatting, so should you’ve used a normal press launch template, likelihood is your press is already in AP model. For extra data, examples, and a free AP model press launch template, try our article on how to write an AP style press release.

What makes an excellent press launch?

There are a variety of variables that decide whether or not a press launch is sweet, and due to this fact will get picked up. Nonetheless, the 2 greatest components are its newsworthiness and its distribution.

Briefly, your press launch wants a compelling story that ropes readers in and must be distributed to not simply a big viewers, however a big viewers of journalists and media contacts made up of those that are more likely to be enthusiastic about your story. Get extra insights into what makes a good press release.

Backside Line

All press releases comply with the identical fundamental press launch format and construction. They’ve a compelling headline, a narrative with a newsworthy angle, multimedia, quotes, hyperlinks, a name to motion (CTA), a boilerplate, and call data. After all, even probably the most thrilling launch will fail to get media consideration if the media doesn’t understand it exists. So make certain your story will get the publicity it must land probably the most quantity of media protection utilizing a press launch distribution service like eReleases.

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