Press Release Tools and Templates
Public Relations Templates
Release Email Distribution
Why write a Press Release?
Webwire describe why you should write a press release and its role in
“A press release is designed to be sent to journalists and or media
outlets (newspapers, magazines, broadcasters, etc.) to encourage them
(the reporter) to develop news articles on the subject.”
It adds that a press release tends to be biased toward the objectives of
the press release’s author and is most often viewed as raw materials by
the media when creating news content.
Tip: Start with a description of the news, then state who announced it;
not the other way around.
Press Release Guidelines, How to Write a Press Release
Here are the guidelines for a sample press release.
THE HEADLINE ANNOUNCES THE NEWS IN TITLE CASE. 80 CHARACTERS MAX.
Write one sentence in CAPITAL LETTERS to describe the news item.
2. Release Date
Give the Press Release the following heading.
FOR IMMEDIATE RELEASE
This means journalists can publish it immediately.
NOTE: If you want them hold back on publishing the press release, for
example, until a specific date, then put EMBARGO on the press release.
Highlight when they can go ahead and publish.
3. Summary Paragraph
This is slightly little longer than the heading as it expands on the
news in the headline. 1-4 sentences.
Adobe Flash Technology Enhances Search Results for Dynamic Content and
Rich Internet Applications
Use sentence case, standard capitalization and punctuation.
Keep this as concise as possible.
Do not use verbal puns or wordplay.
4 – Identify the location and date
Next, in one sentence,
describe the reason for the press release. Make
this as compelling as possible.
This has to be very clear and avoid any possible ambiguity. Most
journalists will read this one line. If they are not interested, they’ll
press delete and move on.
Short, quick and to the point.
For example, an IBM press release:
ARMONK, N.Y. - 29 Sep 2009: IBM (NYSE: IBM) today announced a three-year
IT services agreement with Cinepolis, one of the world's largest
multiplex operators, commencing operations in India. The deal, inked in
August 2009, will involve IBM deploying, managing and supporting a
scalable IT infrastructure essential for Cinepolis' roll-out plans in
Again, the lead sentence contains the most important information in 25
words or less. State the news you have to announce.
Do NOT assume that your reader has read your headline or summary
paragraph; the lead sentence should stand on its own.
5. Expand on the key points
Three paragraphs maximum.
The initial key projects and initiatives of the Center include:
- Providing support to regional ISVs and IBM business partners to localize
major worldwide applications and ensure availability of key local
applications on Linux;
- Developing prototypes of e-government services and other government
projects based on Linux and open source;
- Developing e-learning solutions for the Kazakh system of professional
IMPORTANT - Write in such a way that your text can be cut and pasted
into their news item, blog, newsletter, article, etc as easily as
I really want to emphasize this: write your press releases so that
others can take what you’ve written and with almost no effort—insert it
into their own articles.
Include a quote from senior management:
"With more than 34 million registered users, eBay is a strong branding
platform for almost any company. By increasing our presence on the site,
we'll increase traffic to IBM's eBay store as well as to IBM.com," said
Lou D'Ambrosio, vice president, marketing and sales, IBM Software Group.
"We are excited about the marketing synergy between eBay and IBM, and
believe our partnership will provide exciting opportunities for our
customers, channels and our brands."
6. Add Quotes
Insert a quote from a company representative. Include their full name
and job title.
"As premier e-businesses such as eBay increase transactions and link
operations with other enterprises, integrating disparate computing
systems and business applications becomes critical," said Samuel J.
Palmisano, president and chief operating officer of IBM.
7. Background information
Describe what the company does, where it is located, key clients and its
O'Reilly Media spreads the knowledge of innovators through its books,
online services, magazines, and conferences. Since 1978, O'Reilly Media
has been a chronicler and catalyst of cutting-edge development, homing
in on the technology trends that really matter and spurring their
adoption by amplifying "faint signals" from the alpha geeks who are
creating the future. An active participant in the technology community,
the company has a long history of advocacy, meme-making, and evangelism.
8. Include Contact Details
Make sure that the journalists, bloggers, and others can contact you.
Include the name of the PR person at your company that they can contact
for more information.
Include address and phone number.
9. Reference Sites
Provide ways for the reader to get additional information, such as
demos, samples, etc.
10. Trademark Acknowledgments
Include trademark acknowledgments, product or event timelines,
11. Background information on other companies
Include background information about all companies featured in the
release, if appropriate.
12. Safe Harbor Statement or Disclaimers
Include any applicable safe harbor statement or disclaimers.
13. End the press release with the following characters.
Additional Points to consider
Some of these are common sense but worth mentioning.
Use a standard font such as Times New Roman, Font size 11. Do
not use bold, italics or underline.
Ensure that your press release in written in the correct
language, eg UK English if for a British audience or US English for an
For international audiences, use US English.
Spell-check after finishing. Print out and check for
grammar and syntax errors i.e. form instead of from, it’s instead of
Pay attention to unusual typography or branding guidelines, such as
Yahoo! (note the !) and eBay. It’s lowercase e and uppercase B.
When you send out a mass email, use BCC not CC.
BCC will show the readers everyone else’s email address. AND let them
save, re-use this address list.
Do NOT send attachments. These will be flagged in the company spam
filters. Your email will never get through.
18. Filing — File a copy of the press release for future reference. Send
the release to the appropriate line managers and business partners.
Press Release Templates
Built in MS Word for easy editing and customization, this template helps
you design a press relations program to create company awareness in the
media, the general populace, and business communities. A well-designed
Public Relations Strategy targets the right publications, delivers the
right message, and schedules releases that reinforce other elements in
your marketing mix.
Press Release Email Distribution
We use AWeber to send out press releases.
What’s impressive about it is
even when we send our emails that go to over 1000 (opt-in)
customers, it doesn’t get caught in their company’s spam filters.
Press Release Analytics
Get Response are excellent,
especially now that it partners with Google.
Its tools give you a complete "web-wide" picture of subscribers’ actions
within the context of your email communications. In other words, it
tracks and reports on each visitor’s activity relative to specific
campaigns, as opposed to your web traffic in general.
What do you think of these guidelines? What have I missed?
Let me know on my writing site here: