31. How to Write a Press Release

``IF YE LOVE WEALTH MORE THAN LIBERTY, THE TRANQUILLITY OF SERVITUDE
GREATER THAN THE ANIMATING CONTEST FOR FREEDOM, GO HOME AND LEAVE US
IN PEACE. WE SEEK NOT YOUR COUNCIL, NOR YOUR ARMS. CROUCH DOWN AND
LICK THE HAND THAT FEEDS YOU; AND MAY POSTERITY FORGET THAT YE WERE
OUR COUNTRY MEN.'' Samuel Adams

Timing

	Send the press release out well in advance of the event you want
covered. Many small newspapers publish only once a week, so get the
release to them in plenty of time for their own deadlines. If you have
any doubts about timing, call their office, and ask about their
deadlines. As a rule of thumb, try to send the release at least 15
days in advance of the event.

	If you know of a particular person at the media outlet who might
be interested in doing a story based on your event, send the release
addressed to them. (And to be safe, send another copy of the release
just addressed to the media outlet.)

	On the morning of the event, call the places you've already sent
the press release to, and remind them about the event. Send a fax of
the press release too.

Style

	A press release should never be more than 2 pages long (one page
is better), and should be double-spaced, with wide margins.

	Since the media receive literally dozens of press releases a day,
do what you can with graphics to make it look attractive. Put an
interesting title on top. If your organization has a logo, use it. And
print the release on colored paper. (This last suggestion applies to
releases that will be mailed or hand-delivered, and not to faxed
releases.) When choosing colors, avoid red, since red is an
``emotional'' color, and the whole object of the pro-rights effort is to
help undecided folks look at the issue in a rational, non-hysterical
manner.

	There should be at least a one-inch margin at the left, right,
top, and bottom of the page. (This applies to any kind of written
output, in fact.)

	Proofread the draft release numerous times, and verify every fact
contained in the release.

	Ideally, the entire text of the press release should not occupy
more than one side of a sheet of paper. If the press release
absolutely requires more than one page, put your group's name, the
title of the press release, and the name and phone number of the
contact person at the top of the second page.

	Press releases sent to the print media should be written so that
they are ready to insert in the publication, as a self-standing story.
Likewise, press releases for the radio should be capable of being read
on the air.

	Proofread it again, just before you send it out.

Substance

	When print or radio editors need to cut a story for length, they
generally cut from the bottom. So make sure that all the most
essential information is at the beginning, not the end. Press releases
should use the ``inverted pyramid'' writing style, whereby the most
important facts come first, the less important facts in the middle,
and the least important facts at the end. Saving the best material for
the end is all right for detective novels, but not for press releases.

	The opening sentence of the press release must have a strong lead
that grabs the reader's attention. The second paragraph of the news
release can be used to explain the significance of the event. By the
end of the first two paragraphs, you should have supplied all of the
``five Ws'' (who, what, where, when, and why. And also how).

	In addition, show the ``human interest'' aspect to your release,
emphasizing who your story affects, and how it affects them. For
example:

For immediate release

For more information, contact:

Bob Skjellyfeti (505) 555-8740.

Gun Safety Classes

	Firearms safety classes for the community will be held on June 18,
at the North Shore Gun Club. The four-hour classes are free to the
public, and begin at 1 p.m at the 509 West Main Street.

	Club President Jackie Jackson explained that the recent surge in
gun ownership after the Los Angeles riots makes it especially
important that gun owners learn proper safety techniques. Ms. Jackson
added that everyone in the community is welcome to attend, whether or
not they own a gun. Persons without their own gun may borrow a club
gun to use at the range.

The last paragraph can include a brief description of the group
sending the press release. Make sure that the release includes the
name, address, phone number, and contact person for the group.

Content

	Press releases should not be sent out as a writing exercise. Send
them only when there is something genuinely newsworthy. The subject
must have immediacy (be about something that's happening now, or will
happen soon), and must have a local angle to it. Ideally, the subject
should relate to some other event currently in the news.

	The press release should be written so as to stimulate a
reporter's interest in covering the story himself, and to provide the
person who compiles the newspaper's ``community calendar'' section with
concise information to insert a paragraph about your event.