Eight Quick Suggestions for an Effective Press Release

Stay Concise and Stick to the Facts

A press release represents a basic building block for public relations, and you must follow standardized rules to help your chances of publication.

1) Find a newsworthy subject.

A press release should discuss a recent development without being overly promotional.

Follow the “inverted pyramid” style, meaning the most newsworthy facts are up front with the supporting material below.

2) Consider a news hook.

Regional news matters. For example, a headline stating “Greenwich Church Sends Group to Rebuild House in New Orleans” is more effective than the more general “Church Sends Group to Rebuild House in New Orleans.”

3) State the facts.

The release should be concise, direct and succinct, with a maximum length of two pages.

4) The first paragraph copies the headline.

The first paragraph should be two-to-three sentences and reiterate the headline.

5) The second paragraph explains the newsworthy element.

The second paragraph expands on the first one and may provide supporting facts or statistics.

6) The third paragraph should be a quote. 

The company CEO or a topic executive should provide an opinion in the third paragraph. This should be the only area in the release with promotional statements.

7) Use a “boilerplate” at the end to describe your company.

The boilerplate should include your company’s unique qualifications and, for smaller companies, a paragraph bio of the CEO.

8) Avoid errors in spelling, grammar or punctuation.

Check carefully for errors in your English. After getting hundreds of press releases a day, editors look for any reason to reject a release.