A press release recently entered my inbox with the word “confidential” glaring across the top. My first thought was that the writer knew nothing about press releases. I also noticed that not one of the recipients in the email was a member of the “press.” My second thought was that my first thought was correct.
Before sending out a press release, first know what it is, then know its purpose. Read on…
A press release is written or recorded information sent to media outlets announcing newsworthy information. Media outlets include journalists at traditional news outlets, as well as other individuals who read and report the news. In the new information age, this can include bloggers and other forms of social media.
Press releases typically are used by public relations firms to attract favorable media attention for clients or provide publicity for events, products or services. Some companies have internal public relations and/or marketing specialists who handle this function. There are also non-profit organizations, small businesses and individuals who send media announcements.
Now, knowing the above, the word “confidential” should never be on your press release. An announcement is never confidential. If it is a “press release,” make sure at least one member of the press is a recipient.
It’s also important for the release to include the following:
- An attention grabbing headline
- The release date
- A few paragraphs about the who, what, when, where and why of the press release
- An “About” section on the company, organization or individual providing the information
- A closing mark such as “###” which indicates there is no more information
- The sender’s contact information – name, address, telephone number, email address, website URL and any other information that makes it easy for the recipient to ask questions or get clarification
I will elaborate on the above six points in subsequent blogs. Stay tuned…