Press Release

In Spring of 1999, one of my high school students won a piano competition.  After over twenty years of private piano teaching under my belt, I found myself on the phone with my cousin the writer.  I say "my cousin the writer" so much I sound like one of those devoted mothers who constantly interjects, "my child the doctor".  Well, "my cousin the writer" gave me much fodder.  David is highly published with loads of experience.  After the third draft, he told me I had a model to offer the profession.

You'll thank me for this one:-)

Press Releases Are Not Reprints
The purpose of a "Press Release" is to promote an event, personal achievement, or product sent for release to the media.  Specific people who process the information might be editors, writers, web masters, TV stations, news anchors, or radio station managers.  Press releases are NOT necessarily reprints of newspaper articles.  In other words, a "Press Release" releases information to the media for print.  It is not the re-release of an article in print.
 
 

-30-
There are a few things that editors see in news releases that shout, "AMATEUR!":  variety of fonts, a "copyright (name)" tag at the bottom of the page, and the number "-30-".

Editors see huge numbers of releases daily.  The day I called David, he had over 30 news releases on his desk.  He called me back after summarizing the collection and gave me some great guidelines to follow.

First, save creative font design for your child's birthday party invitations.  Use only one font style, and the simpler the better.  Any thing else distracts the eye and an editor's concentration. Second, professional writers don't really need copyright notices at the end of their work.  Instead, they register their work with the United States Copyright Office.  Professionals assume their work is protected.  Besides, the very reason you write a release is so people publicize something.  When a release is well written, the information is newsworthy, and a newsroom is rushing to a deadline, they may just print the entire release.  More about copyrights later.  Finally, the "-30-" symbol at the close of a piece is rarely used today.  It means, "end".  Very, very few professional releases include this little number.  The only reason I mention it is to make sure to convince you not to use it.  "-30-"  signifying the end of the release is no longer necessary.
 
 

Less Is Best
News Releases should only be one side of one page.  A standard font is used throughout the piece.  The body is in a standard sized font (12).  The headline is larger, bold, and all caps.  Generally, there are 2 to 3 sentences per paragraph.  Four paragraphs are adequate.  Choose only one sentence to underline which emphasizes the main idea.  It is acceptable to extract one phrase or sentence and put it in a box between paragraphs, as you see in magazine articles.  Try to start with the most important thing first.  The event, name, or product could be in bold print, once, at the very start of the piece.  Include a quote from one person whom you've interviewed.  Begin with, "For Immediate Release" at the very top.  These words are better than "News Release" or "Press Release", because it says to print it now.  Last, always end with one line of contact information in case the editor has a question.
 
 

Quote An Expert
When I write an article or release, I always try to fully research information so everything is correct.  Then, I conduct an interview with at least one professional.  There is a professional way to do this, too.  First, write out your questions before you call.  Then, call and ask to set up a time when you could talk with them for about 20 minutes.  Tell them you respect their time and you will have all the questions prepared.  Make sure when you interview them that you give them time to ask you questions or offer additional comments.  Take detailed notes.  When they say something that really supports your article or release, write it down.  Ask when you are through if you may quote them.  Read the quote to make sure it is correct.  Then, after the piece is written phone them back and read back that part of the article with the quote to make sure you've not used it out of context.  Before the article or release goes to print, send a copy to the person you quoted and mention you will phone them for their final approval before you send it to the editor.
 
 
 

Paragraph Content
The first paragraph includes, "who, what, and where".  Remember to bold the name, event, or product; try and place it at the very start of the body.  The second paragraph would include interesting background information.  In the third paragraph, elaborate on the details and include a quote.  Finally, tie the main idea into a future event.  Be sure to underline the strongest sentence (from any one paragraph) which supports your main purpose for the release.
 
 
 

Send It to the World
You have just finished your first professional press release.  Now, get out your yellow pages, a paper, and pencil.  Write a list of every possible media source who would find the information newsworthy.  Pick up your phone and actually call them.  Ask which editor would handle news releases relating to____________.  Send the releases to the attention of those individuals.  Make sure to obtain multiple copies of photographs so you can send one photo with each release.  Finally, send a copy of your release to the person about whom you have written; then you're covered if the press prints the wrong information.
 
 
 
 

WYSIWYG?
WYSIWYG means, "What you see is what you get!".  Don't hold your breath when you release information to the media.  Below is an example of the actual release I sent to papers in greater Indianapolis.  Each extracted and printed their own version.  You'll notice I quoted myself instead of the judge of the competition, because I felt asking to publicly quote a judge would have crossed a line.  Many judges feel uncomfortable commenting on why they chose that person to win. I did, however, quote the winner.
 

    Laura _________, a Freshman at _______ High School earned first place at the Indy East Junior Festival Playoff.  The competition was held last month in Mungar Hall at Meridian Music on 96th Street and North Meridian.  ________was selected over 22 other semi-finalist in the senior division.

    ____________ is from a musical family whose members enjoy playing various instruments.  Her brother, ______, plays piano, bass, trombone, and composes.  Her mother, _________, is an active piano teacher and experienced accompanist in Westfield.

    Laura______performed "Toccata Brillante" by contemporary composer Denis Alexander.  "She performed the fast passages in changing meters with great excitement.  Laura plays with imagination; her music smiles," says her piano teacher, Lola McIntyre of Carmel.  "All of the students played well.  Some pieces played by others were very demanding.  However, that evening all of Laura's dedicated practice, performing experience, and talent bubbled out at once."

    The National Federation of Music Clubs invited Bemis to perform at the state finals on June 12th in Kokomo.  Eligibility is selective: in addition to placing first in their region, all qualifiers must also earn a superior rating for 2 prior years.  "Winning the playoffs makes me consider going into the music profession.  I want to major in music when I go to college," she said to her family at their celebration directly following the contest.  _______ will perform three piano ensembles and her winning solo with fellow pianists from Ms. McIntyre's studio in a public recital in Mungar Hall on June 8 at 7:00pm.
 

If there are any questions regarding this news release, please feel free to contact Lola McIntyre @ ______________.

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