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
