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A press release should be timely, informative,
and well written. A press release should
generate media attention for your story,
not tell the whole story, so it's
important to keep it brief. The format
of a press release is similar to an inverted
pyramid. The first paragraph should contain
the main ideas of the story, and subsequent
paragraphs should elaborate further with
additional information. Think of the first
paragraph as a brief summary of the news
you wish to present in the release.
A press release should provide a reporter
with the facts; describe who, what, when,
where, and how. Here are some additional
ideas to keep in mind when writing a press
release:
- Don't advertise – If
your release has a promotional rather
than factual angle, it will most likely
be turned down by your media contact.
- Create an "attention-getting" headline – You should
convey immediately why your news is important.
- Write for your audience – Clearly indicate to the editor why your
news is important to his/her readers.
You should include noteworthy quotes, background information, and illustrate
the value of this information.
- The release should have your city (in
capital letters) and date starting the
first sentence.
- Your release should follow Associated
Press writing style. Most libraries or
bookstores offer an AP writing guide.
- Include quotes in your release. Be
sure to get permission from the individuals
quoted prior to putting them in your
release.
- Include a boilerplate – Write
a brief summary about your camp's
services, and goals to emphasize your
credibility – mention
your years in business, contact information,
etc.
Formatting suggestions:
- 8 1/2- by 11-inch paper.
- Use at least one-inch margins.
- Use "###" or "-30-" to
indicate the end of the release.
- Use bold typeface for headlines.
- Capitalize the first letter of every
word in the headline with the exception
of articles (i.e., "a", "an," "and," or "the")
or prepositions (i.e., "of," "to," or "from").
Note that this combination of upper and
lower case words makes the headline easier
to read.
- Always include contact information,
including the phone number for the person
who should be contacted for additional
information.
- Get to the point with as few
words as possible. Experts recommend
300 words or a maximum of 500 words.
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