Formatting a press release

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Q: How Should I Format My Press Release?

A: Editors expect to see press releases written in a particular format. There are some variations on a theme, but it's a good idea to stick with the basic structure.

Type "For Immediate Release" and, on the next line, type "Contact: " followed by the name and phone number of the person whom the editors should call if they have any questions about your press release.

Next, type the headline. This is the one-liner that the magazines will print to catch their readers' attention. Put a lot of thought into this line. You'll need to get the readers' attention if you're going to get their interest.

The first sentence of your press release should tell the reader four things: Your product name, your company name, the platform that the program requires, and a brief description. For example, you might say, "XYZ Corp has released v. 2.0 of Widget, a Windows 98/95/NT program that does this and that." This first sentence should tell the reader if he or she should read on, or move to the next news item.

Don't tell them in the first sentence that your software requires a SVGA monitor and is network-ready, and then tell them in the middle of the press release that it's a Service Station Management program. Get to the important information first. Give the reader a thumbnail sketch in the first sentence. Build your press release with the important information on top. If the editors have to cut material, they'll always cut from the end of the press release. (This is why you'll never want to include two products in a single press release.)

Keep the entire press release to a single page, two pages tops. Every press release can be shortened with no loss of quality. Look for noise words and phrases. Eliminate them.

Always end your press release with your company's contact information. You might say, "Widget costs $59 and is available from XYZ Corp, 123 Main St., - - -) Skip two lines. Then center three "# # #" characters (signifying the end of the press release text.) Under the pound signs, you can include notes to the editors such as "Evaluation Copy Available on Request" or "Slides and Photographs Available."

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