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Press Release Format, Instructions and Tips

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It is no easy task getting the message, topic, goal, and terminology ready – but that is all just prep work for finalizing your press release format.

Once we have the basics covered, we have completed our brainstorming (here if you missed) it’s time to structure our press release. There are really an unlimited number of reasons a press release is made, so you may have to be creative if it’s on a topic we dont cover. Or, contact us to have a script developed for your specific need.

Based on the feedback and question received,  we tried to make product templates for the 6 major areas most requested.

  • New Website Announcement
  • Product Press Release
  • Fundraiser Press Release
  • Information Press Release
  • Contest Press Release
  • Generic, as a catchall to be customized

Tips, Press Release Template Format

  1. This news story is not simply to sing your praises. It’s meant for the media outlet’s audience. Why would it interest that audience?
  1. Use an attention-grabbing headline. However, make sure that it isn’t salesy. It needs to be specific and concise. For example: “New Research Shows Wearable Tech Improves Fitness Results by 74%”.
  1. Use the first paragraph to answer all the important questions journalists need to know like who, what, where, when, why & how.
  1. Avoid hype. Don’t use big words and adjectives. Steer clear of jargon and promises that you can’t back up. Stick to the facts, ma’am.
  1. Focus on benefits: What problems do you solve for your customers or website visitors?
  1. Back up your claims with facts and statistics. Use quotes that add credibility to what you’re saying.
  1. Make the most of quotes. Quoting a customer, an employee, or someone notable who is familiar with your company or product adds personality to your press release. Two to three quotes in your release can help make it more compelling to the media.
  1. Give them access to more. Make sure to let people know where they can learn more. For the media, this may mean directing them to your media page.
  1. Use an editor for your press release format. Make sure to have your press release edited by someone with good attention to detail. All spelling and grammar errors should be fixed. A solid editor can also help ensure your sentence structure is as concise and compelling as possible.
  1. Write a rough draft. Draft your press release first. Make sure you have all the important information in your content. Then, you can go back, tighten up the message, and polish it. You may have a few drafts before it’s ready to be sent to the media.

Generic Press Release Format:

Logo

FOR IMMEDIATE RELEASE

Attention-Getting Headline in Bold Goes Here

Contact: name

Address: address

Phone: phone number & availability

Alternate Phone Number: phone number

Email: yourname@yourdomain.com  URL: www.yourdomain.com

City, State – quick one to two sentence summary about the information in your press release.

First Paragraph. Grab the attention of the reader here. Answer the important questions like who, what, where, when, why & how

Body paragraph – More information and facts.

Body paragraph – Add a quotation to break up the release and make for easy reading. Quotations can be from you or a testimonial from a customer.

Call to action. Direct the reader to the page on your website where she can find more information on your announcement.

New Website Announcement

Logo

 For Immediate Release

New Website For (Your Target Market) Promises (Biggest Benefit Your Visitors/Audience Receive)

Provides (what experience or value does new website offer?)

 CITY, STATE — DATE –  Name of your company, launched its new website to provide (benefit that your website offers your target audience.) 

New website (your website url), which provides a wealth of information about (topic). The website is a comprehensive resource to (your audience) seeking (problem that your audience is trying to resolve or information that they’re looking for.)

The website also offers (brief description about your products or services). Led by, (Your name) (brief sentence or two about your experience or knowledge in your industry.)

Quote from you or customer relevant to your new website.

Our mission has always been to (mention your mission and/or vision here.) For more information, visit (URL HERE). Questions can be directed to (XXX) XXX-XXXX or (your email address).

About Your Company (Company Website)

Founded in (Year), (Name of Company) helps (your target audience) (accomplish or achieve what?) by (providing what?). For more information about (your niche topic or industry), please visit (your url), send an email to (your email), or call (your telephone number).

Product Press Release

Logo

For Immediate Release

(Type of Product) Created By (Name of Your Company) Offers (Primary Benefit) For

(Target Audience)

(Name of product) changes how (target audience) (problem your product solves).

CITY, STATE — DATE – (NAME OF COMPANY) a leader in (Your Niche or Industry), today unveiled (NAME OF PRODUCT), (quick description of what the product does). (Name of product) is designed to transform the customer (What benefit or experience does the product offer?).

(Name of product) provides (what experience does the product offer) to help consumers struggling with the (what problem are they looking to solve?)

Quote or testimonial from customer or beta tester about the product.

“We designed and developed (NAME OF PRODUCT) to (benefit).”

(NAME OF PRODUCT) will help to:

  • Benefit 1
  • Benefit 2
  • Benefit 3

Quote from customer or company representative about the product.

Share any supporting facts or data that back up your news. For example, we found that users experienced a 50% increase in….

Our core mission has always been to (mention your mission and/or vision). For more information on (NAME OF PRODUCT), visit (URL HERE). Questions can be directed to (XXX) XXX-XXXX or (your email address).

About Your Company (Company Website)

Founded in Year, Name of Company helps (your target audience) (what do you do and how do you do it?) to do what by how you do it. For more information about (your niche topic or industry), please visit (your URL), send an email to (your email), or call (your telephone number).

Fundraiser Press Release

Logo

FOR IMMEDIATE RELEASE

(Name of Company) Supports (Name of Charity) with Fundraiser

How event will help (target market) with (cause)

CITY, STATE — DATE – (Name of Company), a longtime supporter of (charity) is assisting with the (Name of Fundraiser) with the goal of raising (fundraising goal). The event will be held at (Location) from Starting Time to Ending Time on Day, Date at Location, Address.

Quote from fundraising executive, beneficiary, or company spokesperson. “Why is the fundraiser important to the community?”

Founded in (Year), (Name of Company) helps (your target market) to (accomplish what?). (Mission/value statement as it relates to the cause/event/fundraiser)   

In (Name of event), participants will:

  • Share a few
  • Bullet points
  • That describe the event  Or share a bit of history  About the event.
  • Why should people attend?
  • Who will be there?

To register, (insert info about registration and instructions for how to register.)

Our mission has always been to (mention your mission and/or vision here.) For more information, visit (URL HERE). Questions can be directed to (your email address) or call (XXX) XXX-XXXX.

About Your Company (Company Website)

Founded in (Year), (Name of Company) helps (your target audience) to (accomplish what goal?) by (what company actions?). For more information about (niche topic or industry), please visit (your URL), send an email to (your email), or call (your phone number).

Information Press Release

Logo

For Immediate Release

New Free (ebook, special report, tip sheet, etc.) Offers (primary benefit information provides)

Helps (target audience) finally (solution effect for target audience)

CITY, STATE — DATE –Name of Your Company announced the free availability of Name of Information at web address. In this new (book, report, etc.), readers will learn how to (what problem does the information solve) for (your audience).

State the primary challenge or problem that your audience is facing. (For example, “Most parents are struggling to find time for themselves.” (Name of Information Product) provides (the solution that your information provides.”

In Name of Information Product, people will learn:

  • Description of what they will learn  In bullet points or  In paragraph format.
  • Bullets read better online

Quote about the information being offered either from the author, a company spokesperson, or a customer/reader.

Our mission has always been to (mention your mission and/or vision here.) For more information, visit (URL HERE). Questions can be directed to (XXX) XXX-XXXX or (your email address).

About Your Company (Company Website)

Founded in (Year), (Name of Company) helps (your target audience) to (do what?) by (you enabling or providing what?). For more information about (niche topic or industry), please visit (your url), send an email to (your email), or call (your phone number).

Contest Press Release

LOGO

For Immediate Release

(Name of Company) Announces (Name of Contest) For (Your Audience)

First Place Winner Gets (Big Prize Here)

CITY, STATE – DATE– Target Market has the chance to win description of prize by entering their (what do they have to enter). The prize will be awarded by (brief description of how the contest will be run for example, random drawing, audience voting, etc.)

Give the details of the contest: Date of the contest, what’s required to enter the contest, and brief outline of the general rules.

Quote about the contest from staff member or you can quote yourself. For example, “We designed this photo contest because…reason for the contest.” (Name of your company) believes in (mission or value statement as it relates to your contest).

(Target audience) is invited to enter. (What do they have to do to enter?) For example, post a photo of themselves with your product on Facebook with the hashtag #ABCPhotoContest)

Share any more relevant details of the contest. For example, when will the winner be chosen? Are there entry fees?

The winner will receive:

  • 1st place prize
  • 2nd place prize
  • 3rd place prize

(NAME of Your Company) is looking forward to awarding the lucky winner with (Top prize). For more information, visit (URL HERE). Questions can be directed to (XXX) XXX-XXXX or (your email address).

About Your Company (Company Website)

The press release format should include: Founded in (Year), (Name of Company) helps (your target audience) (do or take what action?). For more information about (your niche topic or industry), please visit (your URL), send an email to (your email), or call (your telephone number).

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