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            • Press Releases 101 How (and why) to Write a Press Release

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              March 22, 2016
              Press Releases 101
              How (and why) to Write a Press Release
              By John Cook
              Vice President of Marketing, ChamberMaster
               
              The purpose of a press release is to get attention, make news, and generate publicity. It’s cost effective marketing (free) and they can be used to create brand awareness.
              The Basics of Crafting a Press Release:
              • Make it newsworthy; it’s not an ad, it’s a news article
              • Use an attention-grabbing headline
              • Be time sensitive – no one wants old news
              • Stick to one topic
              • Write it in a professional tone, or even better, write it like you’re a reporter
              • Proofread it and then have someone else proofread it
              Key Components of a Press Release:
              • Letterhead (identify that it’s from your organization)
              • Date
              • “For Immediate Release” under the date
              • Headline: Limit it to 15 words
              • Subtitle (optional): Keep it short
              • Lead paragraph: Your organization’s location (city, state) in bold type and the 5 Ws (who, what, when, why, where) of the story
              • 2nd Paragraph: Supportive information and at least one quote
              • Other paragraphs: Additional, relevant, non-essential information
              • Call to Action: An exact, complete, non-embedded URL (not “Click Here to visit website”) in one of the paragraphs
              • Conclusion: A brief description of your organization
              • Media Contact Information: Your name, email, phone, and website
              A Press Release Should Not:
              • Run longer than 1 page
              • Have a lot of formatting (indentation, bullet points, bolding, etc.)
              • Include exclamation points (unless it’s a direct quote)
              • Exaggerate
              • Use the words:  I, we, our, me
              Distribution of a Press Release:
              • Develop a media contact list of people you will send the release to
              • Email the release to an actual person, or at least to a specific news department
              • Use a detailed subject line in your email (not simply “Press Release”)
              • Post the release on your Chamber’s website
              • Share the release on your Chamber’s social media channels
              Incorporating all of this into your press release should result in a well-organized, relevant article that is newsworthy.
              Looking for more Marketing and Public Relations ideas? Download the ChamberMaster Social Media Survival Infographic. It includes 30 quick and clever social media ideas for Chambers. (http://info.memberzone.com/acton/form/12395/0080:d-0002/0/-/-/-/-/index.htm)