A press release is a statement given to a newspaper or some other form of informative media to be released to the public. Businesses often use press releases to announce a new product or new service that is being offered or will be offered in the near future.
Know Your Audience
In this case, the audience is the media outlet. This does not have to be a newspaper – it could be television, radio, a magazine, or a website. Each of these has its own format and its own methods of getting information out to its customers.
Know the 5 Ws
Press releases should be written much like a newspaper article, using the 5 Ws – Who, What, Where, When, and Why.
Who – Press releases often concern the activities or concerns of people within the community. Specifically identify the source of the information and who needs to know it. This is the main purpose of a press release, after all – communication about the business or organization to get the word out. A press release is a connection between the organization and the community at large, so be certain to include contact information including address, a phone number, and email for anyone that has questions.
What – What are the details of the press release? What product or service is being announced? Answer these questions concisely but in detail. If it is some sort of event that people can attend, include costs, if any, as well as any activities that might take place. Describe what the press release is about and whatever it is the company wishes the public to know.
When – If the press release is about an event, include the time and date of that event, even if it is not necessarily open to the public. All the other information is often pointless if the date and time are not included in the press release.
Where – The location of the business is important to know, no matter what the press release. If the press release involves an event, knowing the location is even more important, especially if it is to be attended by various people in the community or by the public at large. It may be a good idea to provide exact directions if the location is especially difficult to find.
Why – There should be some explanation of just why the event or sale described in the press release is important to the community. Why would anyone need to know the information presented? If there is no reason why, the press release may not gather the attention it was made to attract. Answering why, gives people in the community a reason to attend the event or take advantage of the sale.
The purpose of a press release is to communicate what a business or organization is up to in a community so customers and potential customers can easily find the things they want or need. Learn the methods of the media outlets you will be utilizing and remember the 5 Ws: who, what, where, when, and why.
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