How to write a Press Release.
More than a how-to article — it’s also my journey in learning the art of writing press releases.
Did you know that many cookbooks, online recipe writers, and foodie bloggers, like to share their story behind a recipe? I first learned about this phenomenon in a public speaking class I took at Mount Royal University, the speaker loved those stories attached to recipes. But it also seems that the people of the internet do not love those stories when they need a recipe ASAP.
So if you need a guide on writing a press release right now then you can download the template here, a Word Doc will download with a press release format and tips.
If you’re here for the story, please read on.
Copyright: Maritsa Patrinos via Buzzfeed
Description: A four-panel comic by Maritsa Patrinos humorously illustrates the frustration of online recipes. A man finds a lasagna recipe but is forced to scroll through a long personal story. As time passes, he turns into a skeleton before finally reaching the recipe.
A DAY IN THE LIFE OF…
In Grade 10, the Junior High School I attended asked us to share what career we were interested in and they would organize a day where we could job shadow someone in that profession. I had already participated in the “Take your kid to work day” where I went to the restaurant my mom managed and experienced being a waitress. I was not a good waitress! I was excited about this opportunity to try out a career I was interested in because I had big goals as a teenager, I knew then that I wanted out of Salmon Arm and I knew that writing was my “thing.” At the age of 15, I dreamed of being a journalist so I asked to experience a day in the life of a journalist.
There were three newspapers in town, two free weekly papers — the Lakeshore News and the Shuswap Market News. And the last paper was a daily one that cost money called The Salmon Arm Observer. Basically, the SA Observer was the serious paper of the three. And that was the one that the school matched me with. I was naturally nervous.
I arrived at the start of the workday and met with the editor, a woman, I was already impressed. Hindsight says it’s experiences like this of seeing women in leadership positions that make a lasting impression on young women on what is possible (same with other diverse labels). She welcomed me to the newspaper, gave me a tour, and introduced me to everyone on the team and their respective roles. Then I was passed to the Sports Reporter to shadow. I remember him too because he looked like my sister’s best friend’s father 😂 (that’s not going to help you imagine him though). He gave off Sports Dad vibes, you know the type of man who loves to watch Hockey, has a fantasy hockey league, and can probably spew hockey player stats from memory. He was outgoing, warm, and jovial. My nerves relaxed with him. We might not have sports in common but we could still have fun!
He took me to the local hockey arena where we interviewed someone (not a hockey player), I basically joined in as a fly on the wall. I remember Sports Reporter telling me about how to do an interview and his process before we went but the actual interview was pretty boring and my memory blurs. We returned from the interview and I had lunch with the whole newspaper team.
In the afternoon, it was my turn to be “journalist”, they put me behind a computer, opening an email inbox and explained press releases to me. Sports Reporter said that the newspaper receives press releases from anyone who thinks they have a story worth sharing. That someone (me on this day) scans the press releases looking for the worthwhile stories. He said the best press releases were the ones that were already written and didn’t require much effort or time from the journalist, basically the ones they could copy and paste into the newspaper. But not all press releases are written that way, so he showed me one that had the event details and information about an event, it had some quotes to choose from and some photos. I was tasked with reworking this press release into a news story for the next day’s paper.
The next best part was that that press release that I reworked into a news story was published with my name in the byline. I was now a published journalist 😂 Unfortunately, I can’t find that story online. Reviewing and reworking press releases for a couple hours in the afternoon was the highlight of that experience.
I gave a glowing review to the school about my day and there was a feedback question that asked if there was anything that was missed? I said I was disappointed that I didn’t also get to learn from the newspaper photographer. The school then arranged a second day where I got to shadow the photographer James Murray. Another equally awesome day but that’s a story for another day.
Description: A young woman (me at the Yacht Sales Company) with long, curly dark hair sits at an office desk, smiling while holding a grape. She wears a grey cardigan over a patterned dress. A laptop, a phone, a notebook, and a container of green grapes are on her desk. She also holds a reusable coffee cup. Behind her, a large window reveals a parking lot with multiple vehicles and trees.
TEN(ISH) YEARS LATER
I didn’t become a journalist, sorry 15-year-old me. I didn’t even pursue journalism in college. By the time I made it to grade 12, I had decided that I wanted to become a lawyer. And that didn’t happen either. What did happen was that I became an Administrative Assistant in my early 20’s and when this next story happens, I was trying to change careers from Admin Assistant to Marketing.
I was working as an Admin and Marketing Assistant for a Yacht Sales Company on Vancouver Island. The company sold used and new yachts, it ran a bit like a realtor’s office. One of the Sales guys, had landed a big boat, a SuperYacht owned by a famous billionaire, and it was his job to sell it. This was big news, people in the leisure boating world would be very interested in this. I was asked to write a press release to share this big exciting news story.
This would be my first press release. I remembered that day at the Salmon Arm Observer, I knew what happened at the press office. That was a good start. I Googled press release formats and found the best structure. I did my research into the history of the boat being sold and the person selling it. I wrote the story so it could be copied and pasted easily. I wrote it like a newspaper article. People are introduced full name then referred to as last name only afterward.
The Sales Associate approved the press release, then it went to the company President who sent back a couple edits. One of which was that he thought the press release should call the rich billionaire, Mr. Rich Billionaire, then it should always say, Mr. Rich Billionaire…., throughout the story. I knew this was wrong. I didn’t know what to do, I feel like I pushed back and said that it needed to be in newspaper tone and that that wasn’t the practice. But the President said he wanted to respect Mr. Rich Billionaire and he felt that adding “Mr.” was the way to do that.
I knew this was wrong. But I didn’t know how else to explain why.
So I didn’t. I just didn’t make that edit. I sent off the press release without that one edit. I figured it would get published and then I would be redeemed for my insubordination when I was proven right because all the news outlets published the story. Ahh to be 20 something!
I did feel redeemed, the publishers Boating magazines and industry outlets published my press release word for word. A couple edited it but most didn’t. Plus, Mr. Rich Billionaire, called the Sales Associate after the article from the press release was published and told the Sales Associate that he thought it was “Really good!” A big seal of approval. The President was so preoccupied with impressing this man that I thought, “mission accomplished.” But he was still mad that I didn’t make that edit about adding “Mr.” to the man’s name in the article.
Another reason we had success with this press release is that the company had relationships with many of the publishers from advertising in their magazines and websites. We tapped into those contacts so that we could avoid getting lost in the press release inbox.
I was later “let go” during the probation period from this job and I suspect this story is a big reason why. It’s the only job I’ve ever been let go from and it’s tough not to feel a bit sour about that boss or company. It wasn’t a great fit.
But it was a big win when it came to writing my first press release 😊
Copyright: MEGAYACHT NEWS
Description: A classic megayacht, Atlantide, with a deep blue hull and wooden decks, docked at a marina. The yacht has tall masts with colorful nautical flags, and the background features boat sheds and a blue sky with scattered clouds. The image is part of an article from Megayacht News, dated May 22, 2012, about the yacht being for sale with the author listed as Diane M. Byrne.
What’s that?!? I’m not listed as the author of the linked story from my press release 😮I didn’t expect to back then. Because like my job shadowing days, I knew that a reporter could edit, take parts, or adapt the press release in any way they felt before publishing. I think in the one linked Diane has made some slight changes, so this version is only 90% word for word of what I wrote.
I have since written more press releases and have learned that you can add an author line in your press release so that it includes your name or the author’s name in the byline when published.
It’s really quite something that an experience I had at 15 still informs my work today. The Sports Reporter didn’t know that the informal lesson on press releases and probably some busy work to entertain me, would be the lasting lesson from that day job shadowing him. His instructions on how to find the best press release have helped me write numerous press releases that get published almost word for word.
TIPS FOR WRITING YOUR FIRST PRESS RELEASE
If you’re like me at the Yacht Sales Company about to write your first press release and need a little guidance, you will find sprinkled in the above stories some tips, however, let’s sum it all up below and add a couple more:
The best press releases are the ones that can be copied and pasted directly into the newspaper or other media format. They are already written as a story and don’t require much effort or time from the journalist/publisher. You’ve made their job as easy as possible.
The publisher can edit, take parts of, or adapt the press release in any way they feel to publish what they think is newsworthy.
Cultivate and use your industry connections to avoid the press release Inbox where your press release may get lost among the competition. But don’t worry, if this is your first time and you don’t have those connections this might be how you build them. Do your best to maintain relationships with industry partners who can share your news and in turn you can share their news too. Especially now in the time of social media.
Unless you state an author in your press release the publisher can use their reporter as the author.
It’s best to use news-style writing, as in the naming convention of introducing your characters and then referring to them in last name after the initial introduction. This also means writing in third person. Don’t insert yourself into the story and no opinions or personal feelings.
However, you can also look to see how a specific publisher writes and copy their writing style, especially if you hope to be published by them.
Introduce people by their relevance to the story. Is it their profession that’s important to know or is there some other memorable attribute?
Your first paragraph sets the scene and hooks your reader, it doesn’t need to go into much detail that can come later. Quotes make great first paragraphs and / or the drama of the story.
Your last paragraph is your call to action. What is the purpose of this article? Are you inviting people to come to an event? Are you asking people to donate to your cause? Are you asking people to philosophize on Climate Change impacts and their actions? Now is the time to make it clear what you want from the reader.
Include 3-5 photo options (if possible) in a link where they can be downloaded, high-resolution images that add to your story, action shots are always more engaging.
Have you answered all the questions in this article –
Who?
What?
Where?
When?
WHY?
And…What now?
There’s a format for a press release, there’s some crazy complicated templates on Canva but honestly, you don’t need that and I wonder what those Canva designers are thinking. You can download my easy to use template that’s given me lots of success. I have added the changeable fields in brackets and added the above tips into the story field. Update the fields, type in your story, save your press release, and send it off. Good luck, may all your stories be newsworthy.
Click here to download MB Creative’s easy-to-use Press Release Template.