As promised, here is a step-by-step guide that will walk you through crafting your media release.  Use your mouse to highlight the text below, then copy (EDIT pull-down menu, COPY) and paste into your favorite word processing program (EDIT pull-down menu, PASTE).  As you work through the questions, delete our writing, leaving only your answers.  Click here for a pdf of a release visually formatted as the media expects to receive one.

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Release Timing: Choose one; be aware that a hold request may not be honored.
FOR IMMEDIATE RELEASE -or- HOLD FOR RELEASE UNTIL (date ).

Target: Enter the type of editor you wish to reach; ex. ATTENTION SPORTS EDITORS

Headline/Title: USE ALL CAPS.  Keep your title short and catchy. Use alliterations, colons, color words, tips and/or offer tips. Best is fewer than 80 characters; maximum of 170 characters.

Sub-Headline: This is optional. If you use it, it is a little longer than the Headline, elaborating on the news in the headline in one to four sentences. The summary uses sentence case, with standard capitalization and punctuation.

Date: Enter the date that the release will be distributed. Ex., May 19, 2009.

Location:  Enter the location that the release will be distributed from.

Introductory Paragraph: Create an interest-catching introduction to your release that answers the questions: who, what, where and when. The lead sentence contains the most important information in 25 words or less. Grab your reader’s attention here by simply stating the news you have to announce. Do not assume that your reader has read your headline or summary paragraph; the lead should stand on its own.

Second Paragraph: Include a brief description of the products, services, event, or company including any facts supporting its significance.

Subsequent Paragraphs: Include less important facts and supporting information.

For Further Information: Tell the media with whom they can follow up with, and provide contact information here.  For example:  “ For more information about this topic, please contact [Full Name] by calling [555.555.5555], or e-mail [First Name] at [email@domain.com].” Double check that you have entered your correct email address.

About your company: Write a sentence that briefly describes your company and its key offerings. For example, “Beachdog.com is a full-service marketing firm offering outcome-based consulting and graphic design services as well as fulfillment products such as collateral media and web site development.”

SENDING YOUR RELEASE: If you are sending the release via email, include the words “Media Release” in the subject of your email and do not attach documents. Journalists prefer to receive plain text emails due to download times and virus concerns.

Next: A Media Release Sample

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