Press releases communicate announcements, special event information, spot news, features and reactions to events, and bad news. Unfortunately, the press release is one of the most overused tools in the PR business. That is why it is important to use it only when there is actual news to announce.

Prepare the release as a reporter would, and write it in the same form and style as the publication where it is going to appear. A press release is not a sales tool or a method to receive free advertising.

Is the Subject Newsworthy – Is a Press Release Necessary?

• Is this information relevant to the general public?
• What are the most important points?
• Is there any new data?
• Is there new information being presented?
• Who can be quoted in order to make the article more credible?
• Is there a human-interest angle to this story?

The best way to develop a relationship with the local paper is to read it daily. Find out names of the editors and reporters and study the style, tone and format of their writing. Talk to the education editor and ask him/ her about their preferred press release format, deadlines, and how to submit photos.

Formatting Guidelines

There is no specific format for press releases, but there is a loose guideline of information that is typically included before the actual text of the release.

Use the organization's letterhead or stationery for all media advisories and releases. While some releases require two pages, the most effective ones are typed and double-spaced on one side of the paper. Also include:

Contact Information

Place the contact name and telephone number at the top of the release. This is useful for the media in case they need more information.

FOR IMMEDIATE RELEASE

Should be placed with the date near the top of the release on either the right or left side. If the information in the release can't be published immediately, wait to distribute it, or include an embargo date. Releases should not be sent too far in advance or they could get lost.

Dateline

Include a dateline (in all caps) before the lead to the article, indicating what city the release is coming from (i.e. JACKSONVILLE, Fla.)

• According to the AP Stylebook and Libel Manual, the only city in Florida not followed by the state abbreviation is Miami, the rest of the cities in Florida will have the city name in all caps, followed by Fla.

Grammar

Standard rules of grammar, punctuation, and spelling always apply (make sure more than one set of eyes sees the release before distribution). Dictionaries and AP Style books are extremely helpful and necessary.

Editorial Directions

• Put "Page Two" at the top of the second page and do the same for all successive pages along with a key word or shortened version of the headline, in case the pages become separated.
• Center the word -more- at the bottom of the first page if the release is longer than one page. Do not break a sentence or a paragraph from one page to another.
• Center this symbol: -###- at the end of the text to indicate the end of the release.