Writing a press release for the first time can be confusing, but it doesn’t have to be – and won’t – as long as you consider these three aspects: the what, the why, and the how.
Let’s start with the ‘what’. What is the point of the release? Is it a book signing, new work, great promotional opportunity, or contract? Simplify your task by first identifying the exact idea you are trying to present and use this as your starting point.
The ‘why’ comes next. Once you have found your focus, consider whether or not your item is actually newsworthy. Be honest with yourself and remember that it isn’t appropriate to send a release every time you ‘feel the urge’. Keep your news present or future based, and only send releases if the item is something that deserves attention. Rehashing old events will only make editors delete your mailings before they are even read.
Now on to the hard part – the ‘how’ of assembling a release. Many authors have a tendency to collect a large amount of material and just assemble it all haphazardly into one release, but this is not a good idea. Short and sweet, and to the point is the primary goal. Most editors do not have the time to waste searching through unnecessary information.
Typically, a completed release should fit on one sheet of paper or less, with one-inch margins, using a standard font like Times New Roman set at 12 points. The first part of your release should be a simple line typed in capital letters: “For Immediate Release”. This release notice, which is standard on all releases, lets editors know when they can publicize your information. And, since you are trying to present the image of professionalism, it is only appropriate to follow the traditional format.
Second comes your banner or head line. This is the statement placed in the subject line of your release and is the first line of your body. This can be imaginative, and occasionally even somewhat far-fetched as long as it is in keeping with the overall theme of the release. The biggest thing it not to make it too long – not over ten words – or it won’t be short enough to be seen by an editor as they skim over their mail. If you’re having trouble coming up with a good one-liner, write the body of the release first to see if you can be inspired. You may even be able to use a line from the text.
The next part would be the date of which you are distributing your release, followed by a descriptive paragraph or two describing your event, award, or newest work. This section should be simple, but informative. Excitement is key in order to draw in the reader. You don’t want to come across as being boring or monotonous. And remember, if an excerpt is used, select a minimal amount of no more than five or so lines. You are not rewriting your story, only giving a taste. Also, stay away from personalization. Avoid using the terms ‘you’ and ‘I’, or writing in the first person. A release is ‘about’ you or your event, not ‘by’ you.
The next section should focus on qualifications. In this area, you want to place a short quote about the work, or any other information that supports the main theme of the release. For example, if you are doing a book signing, explain why you were chosen to appear, along with any other special event or bonus that will accompany your appearance. If you have a new release, place a great review that you have received about it. Again, be creative.
The last paragraph should be a condensed biography. This should be something not over ten lines, and although you may want to list as much information as possible, understand that it is not necessary. If an editor is interested, they will contact you for more information. Also, as in the rest of your release, keep it to third person – as if you are writing about another person. First person biographies are an indication of an amateur.
The last inclusion should be your contact information – whether by email, website, or other method. You do not want to forget to place this in your release, for if it is forwarded, reposted, or picked up, you want interested parties to be able to find you down the road. Also, don’t forget to place at the end of your release four “pound” symbols. This lets your editor know they have reached the conclusion and that any information below those symbols is not to be included if they opt to use your material.
Once you have assembled all of your release, proofread mercilessly. Remove anything and everything that is not absolutely necessary to getting your point across with a minimal amount of reading. Also, recheck your release for personalization. Keep in mind that optimal releases have a series of roughly four main paragraphs, along with the headline, release notice, and contact line. This gets to the heart of the matter, but saves the editor time and the more you save their time, the more apt they will be to work with you.
As soon as you have your work where you feel comfortable, print it out and do not look at it for at least a day. Then review the printed copy, reading it aloud for consistency and flow. Adjust anything that you find awkward, lacking, or incorrect. Remember, you will only have one shot with your release. Make sure every word counts and that it will give the impression you want before you send it.
Remember, in marketing, the press release can be an effective tool in getting exposure, however if it is not assembled properly, both the time spent and the chance for success will prove fruitless.
A freelance writer living in North Carolina, Dehanna Bailee is
the author, “True Nature”, and the ever-popular, “A Basic Guide
to Fee-Based Print-on-Demand Publishing Services”. She has
also served as Editor for both “The Source” and “The Notebook
and Pen”, and is the Host of the Original POD Database, recently
ranked by Writer’s Digest as one of the Top 101 Websites for
Writers 2003. Website: http://www.geocities.com/dehannabailee
