Everywhere you look, you’ll find the debate raging over if the press release is dead or merely evolving. I’m on the side of evolving, and even though a pitch can be more effective than a press release, this tried-and-true technique does have its place in any public relations tool kit.
One of the contributing factors to the death of the press release is that so many are bad. A press release is meant to quickly and directly announce actual news to the media. When done correctly, it’s a great resource. When done poorly, it’s just a bother.
Using a press release checklist
To make your press releases valuable resources instead of annoying gimmicks, here is a checklist to ensure you’re hitting all the key concepts. Print this press release checklist out and have it handy when you sit down to write a stellar release.
√Logo and name
-Top left
-Clearly identifies your organization
√Contact information
-Top right
-Should include your name, number, street address and email address
√Number of the release
-Personal numbering system to organize press releases
-If you choose to embargo your release or include other special instructions, state that here
√Headline
-Top center, under logo, name, contact information and number of release
-Short, direct and interesting
√Subhead
-Directly under headline and italicized
-Don’t have to use one, but it provides descriptive information building off the headline
√Dateline
-Under headline and subhead, in line with the first sentence of the lead paragraph, followed by an em dash
-Includes the city the news originates from and the date of the release
√Lead paragraph
-First paragraph of the release
-5Ws – who is doing what where, when and why
√Nut graph
-Directly follows the lead paragraph
-Plays off the lead paragraph, providing the news value
-Includes the how
√Quote
-Provides insight and key messages from an important person
√Keywords
-Strategically-placed and SEO-strong words to gain results in web searches spread throughout the body of the press release
√Boilerplate
-Last paragraph of the release
-Short bio on the organization, including what it does, what are its products, who it serves and when it was founded
A press release checklist example
Using the above press release checklist as a guide, the below press release is an example of how your finished product should look.
AzuleAries Inc.
123 Blue Blvd.
Blau, FL 12345
Media Contact: Monica Miller Rodgers
(123) 456-7890
mmr@aai.com
Press Release# 03-01-14
For Immediate Release
Lifkini™ swimwear turns hot summer days into cool summer nights
AzuleAries Inc. introduces Lifkini™ swimsuits that can be worn from the beach or pool straight to the club
BLAU, Fla. March 10, 2014 – AzuleAries Inc., an alternative swimwear design firm, introduced its newest women’s swimwear line, the Lifkini™, during the National Swimsuit Fashion Show today.
The Lifkini™ line takes day swimwear to night fashion in just a snap with the wrapping of a matching midriff and skirt section. Available in many styles and colors, such as Gemini Cut and Taurus Red, Lifkini™ swimwear will be this summer’s must-have ensemble.
“We all want to spend as much time poolside or beachfront in the summer as we can. The Lifkini™ will allow women to cut their time getting ready for a night out in half,” said Yana Flo, AzuleAries Inc. lead designer. “With its self-renewing fibers, this swimsuit is designed to hold water away from the body and refresh upon exiting the water.”
Found in the hybrid of micotton, a cross of synthetic and natural cotton fibers, the Lifkini™ repels water and other organic materials away from the skin. Once out of the water and touched by oxygen in the environment, these transformative fibers refresh and cleanse themselves and the body, eliminating the need for additional washing.
Engineers with AzuleAries Inc. Research and Development spent eight years perfecting the micotton fibers, ensuring the highest quality and safety in the new swimwear line. After receiving approval from the Consumer Product Safety Commission earlier this year, the Lifkini™ swimwear line will be available in all major retail stores this spring.
AzuleAries Inc. is an alternative swimsuit design, manufacturing and distribution firm located in Blau, Fla., with a national supply chain and distribution area. Designing and producing swimwear for creative and edgy women, AzuleAries Inc. has been turning heads waterside since 1999.
How can a press release checklist help you?
By using the press release checklist above, you can take your product from a bother to an actual resource a media member wants to receive. What other factors do you include in your press releases?
