The role of a press
release often resembles that of a king maker. The kingmaker works from behind
the curtain. What the public gets to see is the king, not the king maker. Press release too is to target a fixed
audience in an indirect way - via traditional, electronic or e-media. Before
writing down a press release, you are to put yourself in the shoes of a
reporter. Having said that, what is intended to mean: you are to think from the
angle of a journalist. You are to put
news value in the press release. Else, please be noted, the reporter cares a
fig to write something for your benefit. Before issuing a press release, judge
it with a cold eye to find whether or not it has a tale to tell.
Make sure you are not writing an article or something
like that. If your press release looks like an article or story, it will be
shown up the garden path in no time. You need to be passing out a certain crisp
message which can give birth to news stories.
Avoid the usage of the first person (I and we), while writing a press
release. In a word, you are to channelize the media in your favor without your
direct involvement. Your targeted audience should get the information you
intended to pass, but it shouldn't sound like beating one’s drum.
The Object of Press Release
The press releases are supposed to serve the purpose
of:
An announcement of events like the opening ceremony,
parties, etc.
An announcement of corporate bodies or business houses
regarding the launch of a product or service etc.
Announcement from Government communiqué regarding the
outcome of the bilateral or multi- lateral international joint session,
development of two-party or tripartite talks in resolving any regional or
domestic tangle.
Constituent Parts of Press Release
Headline: It’s in human nature to throw a glance at
the headlines first. Hence, the headlines should be drafted keeping this in
mind. Headlines must be crisp and catchy. It doesn't leave you the room to
demonstrate what you know, but it’s the first impression that will determine
the fate of your press release. Make sure, your title looks interesting through
the eyes of a journalist.
Headlines to be written like:
·
Pioneering Business Solutions
·
Introducing never before…
·
Launching mega sale
·
Boost your career
Date, Place and Venue: Here you need to write the
release date and the city where the press release is originated from. For Instance: San Diego CA, 19 July 2008.
INTRODUCTION:
This part of the press release is comprised of three to four lines. The key
message is to be delivered within this, in a quick way. This part should
reflect your entire statement.
BODY: Further details like the backdrop, statistics,
anything which is directly related to the news must be mentioned. Quotes of the
spokespersons form an integral part of the body.
Boilerplate: A short introduction on the background of the
Organization, Company or individual issuing the press release.
Contact
Information: Here you are to write the contact
details of PR in the case of an organization or corporate body. In the case of
an individual, the name of the contact person. Also, you need to write the
phone number, email address, and mailing address.
Ending: Following the guidelines of ending the
telegraphic codes of earlier days, a press release is completed with the usage
of ###. In case of telegraphic code, it used to be ended with XXX that means
30.
So far the discussion targeted to find out what is a
press release, a relevance of press release and various parts of it. Now, the
jigsaw puzzle is left to be done. Each part of the face is drawn in different
blocks, and now you are to assemble the same in order to form the portrait.
General Press Release Format:
[The Logo]
{The Logo of the Company or Organization}
For Immediate Release
[Title]
{For instance:
California Automobiles Launches The Most Fuel Efficient Car}
Description: {Put the description of the Press Release
in a nutshell. This is optional}
[City, State,
Date] – {This opening paragraph is to answer 5 W’s- who, what, when, where
and why. This paragraph is to be written
within 3 to 5 lines. It should be written in a fashion to leave an eye-catching
impact on the journalist. Remember, it’s the mirror of the entire press
release. Any promotional attitude is to be set aside.} [This Paragraph delves a
little deeper to describe either the product or the event. The remarks of a
couple of spokesperson should be housed here. For instance: Ms. X said, “abc….”]
[This 5 to 10 lined paragraph is to highlight on product details. Give the
website designed to speak for the product, as well the helpline number, if any,
for gathering more information on the product][Conclusive paragraph or “boilerplate”-
the boundary of this paragraph is to be put within 3-4 lines. There should be a short description of the
company, organization or individual organizing the event. Draw the future
landscape of the company].
Contact Details:
[Company Name][Address][Telephone][Website]
###
[The reader is to take the sign as the end of the
article]
Following are the Press Release Templates:
Company Press Release: A New Travel Scheme Press
Release Template
DT Launches New Travel Scheme for Immediate Release
Company: DT INC
Contact: J. Jefferson
Phone:
214-388-7476
Archer City, Texas – December 14, 2010. Do You Want to
Go Overseas? Can’t your pocket fuel your desire? The new travel scheme is to
address those needs – exclusively for the middle-income group people. “DT Inc.
has come up with a new travel scheme. The scheme is designed keeping in mind
the financial limitation of middle-income group people. The scheme supports each one’s dream to
explore the world in their own way”, says S. Timothy, The Managing Director of
DT incorporates. “The scheme is very pocket friendly. It quenches one’s thirst
for exploring new horizons – East beyond eastern horizon and west beyond
western horizon”, Julie Crane
This scheme lets you avail the tour package first and
after that pay the cost in small monthly instalments. From Mauritius to Mexico
or from Alaska to Argentina, wherever you dream to go, DT Inc. is a proven
formula to bring that dream sees the light of the day. DT Inc. is a household
name in the travel arena. Since its birth, the company is known for its
low-cost tour package. With this scheme, the company stresses the need to
expand the business volume.
For further information call 1800-112244.
Full Contact
Information:
J.Jefferson
214-388-7476
DT INC
Archer City, Texas - 25442
###
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