Press Releases

How to Correctly Format a Press Release

Written by Kristin Marquet for Gaebler Ventures

Without the correct press release formatting, you will not see your ink. For that reason, it is important to following advice.

You have completed your business plan. You have financing in place. You are finished building your website, press kit and have joined various social media networks.

Now, it is finally time to send out press releases announcing the launch of your site. However, you do not know how to pick a newsworthy angle and what information to include in the release.

Let us keep things simple and say that you run an online clothing boutique for young professional women. You primarily sell professional attire – suits, jackets, slacks, blouses, collared shirts, and skirts. You also have a professional clothing advice blog that is part of the website. After brainstorming for hours, you have finally come up with a newsworthy topic for the press release – young women and the appropriate styles they should wear to job interviews to land job offers.

Elements of a Press Release:

Headline:

The headline is the most important component of the press release. Remember that the reporter or journalist is not interested in making you money or driving traffic to your site. He/she is looking for a story that is interesting to both his/her readers and editor. The journalist could care less about what you have accomplished. This is where you have to eliminate all bias and ego. Journalists want know that you can help them write a solid story about what women should wear on job interviews. Essentially, if a woman does not wear the right attire, it can have a serious affect on the hiring decision.

Bad Headline:

New website that sells women's clothing helps women land job offers

Good Headline:

Did you know what you wear to a job interview can predict whether you will be offered a job?

Sub headline

Many press releases do not have sub headlines. The point of the sub headline is to hook the reporter without taking away from the headline. Here is an effective subhead.

Hiring Managers weigh in: What are the most appropriate styles to wear to a job interview?

Introduction

The first paragraph should provide the who, what, when, where and how of the story. You want to make sure that the journalist has everything they need from the leading paragraph. Just tell the facts. No fluff, no hyperbole.

Body

The body of the press release should provide details on whatever claims you made in the headline and sub headline. The body should include expert quotes and statistics if relevant. Make paragraphs short and keep the entire piece to a page long. Stay away from fluffy words such as "break-through" and "best."

Boilerplate

This paragraph is the text you use at the bottom of all press releases. The text usually says something like "About us." It should provide a general overview of what you do and who you are. Keep this paragraph to three or four sentences.

Always make sure you use ### indicating that it is the end of the release.

Kristin Marquet will be receiving her MBA from Harvard University in Fall of 2010. She has worked in the marketing and public relations field for over 10 years.

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