Writing Effective Press Releases

Of course, a press release isn't the only way of getting in touch with editors and journalists who would be interested in your story, but it's the most commonly accepted way of getting in touch with media organizations you don't deal with personally, so you need to produce a high quality document.

To help you develop a clear mental image of the format of a press release we're going to move through it in a step by step fashion, simply starting from the beginning and finishing at the end! There's a lot to take in so a variety of details have been left out but are things that you pick up as you get more experience at producing press releases anyway. So, let's get started.

Starting out

The most important thing to remember about the start of your press release is that it's the only part that most editors and journalists will initially read. Many won't even go past the title if it doesn't capture their attention. That's why it's so important. However, there's other information that can go at the top of a press release which we should cover first.

Press releases don't really follow a strict formula. Sure, most are similar in format and layout, but they're really quite flexible. However, one thing which nearly always appears at the top is a 'release date'. This simple detail allows you to place a date on the press release but recently nearly all press releases just say 'FOR IMMEDIATE RELEASE'.

One important detail you can list at the top of your press release is a contact name and number or e-mail address. Also include extended contact details at the bottom of the press release.

The title : The most crucial part of any release

Usually, after the date and contact details, comes the title of the press release. This is a very important piece to get right since it's often the only part of the press release you can be sure will be read. If the title doesn't grab attention, your efforts become useless.

Most importantly, the title has to communicate the story within just several words and those words have to be tightly edited and easily understood. Don't go for a vague intrigue-packed approach - it will not work. If at all possible, include a benefit of your story within the title, it really can help.

The 'main' part

One thing which is usually included at the start of the body is the location of the company making the announcement and often a date. For example, "NEW YORK, NY, USA -- 12th October 2000". It's simple and your main body text can start immediately after this.

The key to a successful body in a press release is to write in 'inverted-pyramid' form. This means that you start off with an overview of your book (your first paragraph), and work your way down to the smaller details at the end.

Your second paragraph could expand on this and mention any books you have in process for future release.

Paragraphs three through up to seven should include as many reviews and quotations as possible. You may include an image of your book cover as well.

Last extra paragraphs and details

The end of your press release is where you provide general information about your book and your publisher.


Editing your release

Make the first paragraph of the press release punchy and to the point. Remove words at random and see if the sentence still works. If it does, great! Word count needs to be low, at least in the first few paragraphs. These act as the 'hook' to editors and journalists and if you can't grab them in a few paragraphs, they won't go any further.

Write exclusively in the active voice.

Patrick Dent
Author of the new covert ops thriller, Execution of Justice, at:
Action Adventure Book

For the best online resource for new authors, visit:
Creative Writing, Fiction

For more information on writing press releases, visit:
Report this article