Q: Does your press release answer these basic questions?
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HowHow did this event or press release announcement transpire? How was the new product or service developed? How did the merger or acquisition come to fruition? Answer this question in its most basic form in the first paragraph when you write a press release, if possible; certainly no later than the third paragraph.
Keep the Reporter's Questions in MindA well-written press release should answer a reporter's basic questions. These basic questions are known as the six tenets of journalism: who, what, when, where, why, and how. Keep these in mind when you doing your press release writing. All six tenets should be addressed in the first paragraph of the press release if possible. If you can't work them all in within the first paragraph, they should certainly all be answered by the end of the third paragraph.
WhatWhat is the press release announcing? Include this information in the first sentence of the first paragraph. It should also be in the headline - a press release is no place to be cagey. 'What' is the most basic of the six tenets of journalism, and should be the first one addressed.
WhenWhen did the event being announced in the press release occur or when will it occur? This information should be included in the first paragraph of your release, and preferably in the first sentence. Because press releases are intended to be timely, the answer to 'When?' is often 'today,' by virtue of the fact that the announcement and the press release are one and the same. For example, you can say that 'ABC Company today announced its new virtual widget...' because the announcement is made by the press release itself. If a formal announcement is made at a trade show or other event, include the date or day, but issue the release within a day of the announcement.
WhereWhere did the event happen? Where is the company or person issuing the press release located? The location of the event is often the same as the location cited in the dateline. If so, it may be appropriate to refer to a more specific location, e.g., 'NEW YORK, NY -- April 1, 2005 -- ABC Company today announced a new widget at Widget World, being held at the Javits Center this week.' If the location of the event is different from the dateline, be sure to specify that. If the subject of a press release is location-specific, such as a new facility, identify the location as specifically as possible. For example, 'ABC Company's new headquarters is on Route 180, just west of Mattress World.' Include the 'where' in the first paragraph of the release.
WhoWho is the company or person issuing the press release? Typically this is the first question answered, because the company announces the event or news. For example, 'ABC Company today announced…' 'Who' is often addressed in the headline as well, particularly if the company is a household name.
How to Write a Press ReleaseWhether you're writing press releases about events, products, or anything else, make sure you describe the who, what, when, where, how, and why that makes the event or product newsworthy. Don't worry if you can't fit all the information into the first paragraph. However, you should include all the most important information no later than the third paragraph.
Remember the Basics!News reporters are taught to ask six basic questions about any story: who, what, when, where, why, and how. Include the answers to all of these questions within the first paragraph if possible. If you can't fit them all in, make sure they're all answered by the end of the third paragraph. Also, make sure you include contact information at the top of the press release so it is easy for the reporter or editor to follow-up with you should he or she wish to do so.
What the Press Release Is AboutWriting effective press releases means conveying critical information. The subject of the announcement should be clearly stated in the headline. The first paragraph should include a description of what is being announced. The "what" is the most basic of the six questions reporters and editors need answers to, so address it first.
Time-Sensitive InformationNews editors and reporters get tons of press releases every day. Most prioritize them by date, or how timely the information contained in the press release is. To make sure you are writing effective press releases, include a release date for the news at the top of the press release along with the contact information. You should also include the date that the news item will occur. Since the release itself is often the announcement, and the release includes a dateline, you can often answer the question "when?" with "today." For example, "XYZ Company today announced its acquisition of ABC Company."
Where Your News OccursNews editors and reporters pay the most attention to press releases that contain information that will affect their audience in a specific geographic area. It is important to include where the event will happen and where the company is located in the press release. Be as specific as possible. If the event location is the same as the city cited in the dateline, include more detail in the body of the press release. For example, "LAS VEGAS, NV -- April 1, 2006 -- XYZ Company today announced a new computer chip at the Chip Conference being held at the Las Vegas Convention Center this week." If the release pertains to a new location, be sure to specify the exact address and be as specific as possible For example, "Bagel World's newest shop is located on Route 66 West, across from Joe's Bargain Outlet."
Who MattersIn order to write an effective press release, you must describe who is issuing the release. Usually the company is named in the opening line of the release. For example, "XYZ Company today announced it is consolidating its East Asia operations." It's also a good idea to mention the company name in the headline as well.
Why the News MattersEven if the event, product, or service the press release addresses is in the editor or reporter's coverage area, if it is unclear why it matters to the readers, your release won't get picked up. You must address "why" it matters in terms of the benefit offered to the potential reader--who is also the potential customer. If you can, include the "why" in the first paragraph. Since this is the trickiest of the six facts (who, what, where, when, how, why) it may slip into the second or third paragraph.
WhyWhy is this press release announcement important or of interest to the media? Why is the product, service or event important? This may be the trickiest of the six tenets to answer concisely. If possible, include the 'why' in the first paragraph, but it may slip to the second or third. Be sure to address 'why' in terms of the benefit offered to the customer.
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Press Release Frequently Asked Questions
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Who will be affected by my press release?
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Does your press release answer these basic questions?
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