Press Release Elements
Headline
A short, clear title to help direct the editor's attention to the article.
- This should appear in capital letters, centered above the first paragraph.
- The editor will most likely rewrite the headline, but it is still necessary to include one so that the editor
knows what the article is about.
- Make sure to leave sufficient space between the headline and the text of the release, so that the
editor can use it to write special instructions.
The Lead
Should contain the most important points in the press release and summarize the article in an unbiased and
factual way.
- Place as much information in the lead as possible, in case the editor doesn't read any further.
- The lead should be strong and concise and answer the "who, what, when, where, why and how" of
the article, in the first paragraph.
Try writing a lead paragraph for a press release about one of your upcoming events:
Angle
Emphasize a local angle, or use an issue or event as a tie-in to a hotly debated or talked-about local story.
- Find a way to relate it to a particular audience and emphasize the relevance in the article.
- A local angle will greatly improve the chance of actually being published.
The "Inverted Pyramid"
Arrange information in an inverted pyramid style, starting with the most important information at the
beginning of the release and the least important at the end. This way, the editor is able to drop off the
last few paragraphs and readers will still understand the story.
The "KISS" Method
Keep It Short and Simple. Try to keep the release to one page, but sometimes the subject matter requires
two or three pages. Write in layman's terms. Don't use jargon or phrases that are not recognizable to the
general public.
Quotes
One way to make a press release more credible and/or interesting is to quote a spokesperson from the
organization, an expert on the topic, or a participant in the event.
- It is okay to create a quote as long as the person to whom the quote is attributed has approved it.
- Quotes can also state your organization's view in a release that otherwise must be "factual" in order to
appeal to an editor as "news."