Writing an Effective Press Release, Part 2: Structure of a Press Release

Most news stories are written in what is referred to as “pyramid style,” which means they begin with the most important elements and continue with less and less important information. The same is true with a news release.

Below is the classic structure of the body of an effective product launch press release, using Apple’s recent press release announcing the launch of its iPad as an example.

• Introductory paragraph.  Usually starts with a statement describing the new product, followed by information describing the product and the impact it’s expected to have. “Apple today introduced iPad, a revolutionary device for browsing the web, reading and sending email, enjoying photos, watching videos, playing games, reading e-books, and much more. Its high-resolution, Multi-Touch display lets you interact with content — including 12 innovative new apps designed especially for iPad and almost all of the 140,000 apps available on the App Store. At just 0.5 inches thick and 1.5 pounds, iPad is thinner and lighter than any laptop or notebook. iPad will be available in March starting at the breakthrough price of just $499.”
• ·         Quote. It usually comes from one of the company’s top executives and provides unique information or insight into the announcement. “iPad is our most advanced technology in a magical and revolutionary device at an unbelievable price,” said Steve Jobs, Apple’s CEO. “iPad creates and defines an entirely new category of devices that will connect users with their apps and content in a much more intimate, intuitive and fun way than ever before.”
• Middle paragraph(s) – Elaborate on the product, its value and uniqueness. This information should be succinct, but comprehensive enough to pique the reporter’s interest in requesting additional information and pursuing a story. iPad features 12 next-generation Multi-Touch applications. Every app works in both portrait and landscape, automatically animating between views as the user rotates iPad in any direction. The precise Multi-Touch interface makes surfing the web on iPad an entirely new experience, dramatically more interactive and intimate than on a computer. Reading and sending email is fun and easy on iPad’s large screen and almost full-size “soft” keyboard. Import photos from a Mac®, PC or digital camera, see them organized as albums, and enjoy and share them using iPad’s elegant slideshows. Watch movies, TV shows and YouTube, all in HD or flip through pages of an e-book you downloaded from Apple’s new iBookstore while listening to your music collection.
• Final paragraph – Contains pricing, distribution/availability. “iPad will be available in late March worldwide for a suggested retail price of $499 (US) for the 16GB model, $599 (US) for the 32GB model, $699 (US) for the 64GB model. The Wi-Fi + 3G models of iPad will be available in April in the US and selected countries for a suggested retail price of $629 (US) for the 16GB model, $729 (US) for the 32GB model and $829 (US) for the 64GB model. iPad will be sold in the US through the Apple Store®, retail stores and select Apple Authorized Resellers. International pricing and worldwide availability will be announced at a later date. iBookstore will be available in the US at launch.”
• Boilerplate or “About the company” – A paragraph succinctly describing the company. The boilerplate usually remains consistent across most, if not all, of a company’s press releases. “Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.”

NEXT: What to Expect from a Press Release

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How to write an effective press release, Part 1

As discussed in the previous post, the goal of a press release is to attract favorable media coverage about an organization’s products or services by providing reporters with the information they need to begin developing news or feature reports. Press releases may announce new products and services, sales data or other financial revenue, special events, business milestones, acquisitions or mergers, or the hiring or promotion of key employees.

Types of small business news releases

Small business generally issue four types of news releases:

1. New products and services. Is your company launching a new product that will change or shape your product category? Is it rolling out a new service that will save customers time, money or both? A recent example of this type of press release is Apple’s announcement of its new iPad. 
2. Expertise, tips and information. These releases educate readers about trends, research and advice. For example, income tax preparation services often receive national and local media coverage by offering tidbits of tax advice around April 15.
3. Tie-ins to relevant major news events. When the Tiger Woods scandal broke, countless crisis communications and media training firms garnered top-tier media coverage by offering interviews during which they discussed how Woods could have avoided or minimized the media fallout. While often very valuable, these types of media placement are oftentimes more difficult to achieve because they require organizations to identify appropriate news events and to act quickly to take advantage of the media opportunity. If this appeals to you, look for ways your product or service could tie into the news of the day and be prepared to quickly promote your expertise in relation to the major news event.
4. Hiring or promotion of key employees. When a new senior executive is recruited or promoted, brief news releases noting the change are often issued.

Writing the press release

Many organizations make the mistake of writing news releases for audiences other than the media. Although you will identify and define the “news” your release will announce, its contents should be dictated by what the media value and want.

5 Ws

All news releases should address the basic elements in a news story, which are known as the “5 Ws”:

1. Who (is making the news)?
2. What (did he or she do that is newsworthy)?
3. When (did this newsworthy event occur)?
4. Where (did it occur)?
5. Why (did it occur OR why is it newsworthy)?

And for some press releases (when relevant) …

• How (did the newsworthy event occur)?
• Focus. Don’t attempt to tell the history of your company. Instead, zero in on the purpose of this particular press release. What is the “news” you want to communicate?
• Brevity. A press release should be short and to-the-point. The first paragraph should include at least an overview of your 5 Ws.
• Headline. It’s the first thing the media will read; make sure they want to read more. It should be newsworthy, and compelling or catchy.
• Concise, straightforward language. Wrapping your news in a litany of adjectives is the surest way to turn off news reporters and editors, so skip the superlatives and other flowery language. Let your news speak for itself. Write in third person. (The only element that should perhaps be in first person is a quote from an executive.)
• Facts. Stick to them. If you have third-party endorsements or statistics that support your news, include them.
• Contact information. This can appear either at top or bottom of your press release. It usually includes, at minimum, a contact name; phone number; and e-mail address. If your contact will be hard to reach, consider also including his or her cell phone number. And if your company has a robust web site, include the URL.
• Error-free. Nothing turns off news organizations like a typo-filled press release. And can you blame them? If you can’t get the basics of a press release right, why should a news outlet take your press release – or your business — seriously?

NEXT: Writing an Effective Press Release, Part 2: Structure of a Press Release

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The Value of News Releases for Small Businesses

The goal of a press release is to attract favorable media attention about an organization’s products or services by providing reporters with the information they need to begin developing news or feature reports. Press releases may announce new products and services, sales data or other financial revenue, special events, business milestones, acquisitions or mergers, or the hiring or promotion of key employees. When written and distributed properly, press releases are a powerful marketing tool that can be valuable for all types of small businesses.

What can well-written press releases do for your business?

• Boost your business’ profile and credibility. If you consistently write and release relevant press releases, media outlets, local organizations and prospective customers will become familiar with your business and what it offers.
• Be one of your least expensive, but most effective publicity tools. Press releases generally cost nothing except the time needed to craft them and the fee sometimes paid to professional services to distribute them.
• Build your business’ online presence. If you have a well-written news release that includes phrases (or key words) important in your industry that your distribute online, news sites and search engines are likely to pick it up, increasing your business’ visibility dramatically.

• Provide effective ways to communicate directly with current and prospective clients. Although press releases are primarily tools to communicate to news organizations, press releases also can be authoritative tools that provide updates to current and target customers or clients about your business, its activities and achievements.

Valuable – but often misunderstood – publicity tool

Many small business owners are dazzled by the potential of public relations. However, they often aren’t familiar enough with the discipline to know what to realistically expect from it or how to best achieve their goals with it. For example, many people think achieving media coverage is as simple as drafting and distributing a press release. Popular thinking is that TV, Web and print reporters will then show up at the door or ring the phone off the hook, eager to produce major reports about the information in the release.

Unfortunately, this type of approach rarely works. When a business owner takes this approach and is disappointed by the results, he or she may be discouraged from further PR efforts. In the next post, we’ll discuss how to craft press releases and how to distribute them so that you have the best chance of attracting the media coverage you want for your business.

NEXT: How to write an effective press release

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