7) Warnings

• Always remember that editors are overworked and understaffed. If you can make life easier for them, you're more likely to get coverage. If you write a press release that's close to the way the editor will actually publish it, you will have nearly total control of the published work.

• Avoid the temptation to make the first words of your press release a glowing generalization about your company ("XYZ Corp, a global leader in the manufacture of high-end widgets for the royalty of Europe, today announced...") Don't waste the editor's time.

• Keep it short, silly! Press releases are not meant to tell the whole story. They are meant to give the reporter an idea of what's happening in your business that their readers need to know about. If the journalist would like additional information or would like to arrange for an interview, he/she will call.

8) Checklist

• Company Letterhead, Name, Address, Phone Number, Web Address

• PRESS RELEASE in all caps

• Contact Person's Name

• Immediate Release or Release Date(all caps)

• HEADLINE or TITLE in BOLD/CAPS

• BODY-Date/City-who, what, when, where and why.

• Catchy Text

• Sum it up...

• Basic Font, Double Spaced, Page Numbers, and ###

• Action Plan/Calendar

9) Press release sample

10) References

1. Stoller, B. How to Write a Great Press Release: A Sample Press Release Template. Retrieved August 23, 2008 from http://www.publicityinsider.com/index.asp

2. Aten, L. How to write a press release. Retrieved August 27, 2008 from http://www.lunareclipse.net/pressrelease.htm

3. Write a press-release. Retrieved November 17, 2008, from http://www.wikihow.com/Write-a-Press-Release

11) Exercises

Exercise 1. Mark the statements true (T) or false (F).

1. A press release is known as a news release.

2. A press release is usually more than two pages long.

3. A press release is a written statement to the media.

4. The purpose of a press release is advertising.

5. A press release announces a range of news items: scheduled events, personnel promotions, awards, new products and services, sales accomplishments, etc.

6. Adding the company logo is unessential.

7. A press release should be printed on a company’s letterhead.

8. The first paragraph of the press release contains detailed description of a range of news items.

Exercise 2. Choose the right option:

1. The company’s name, web address, location address and phone number should be printed ______.

a) on the left margin b) at the top of the page c) on the right margin

2. The title of the press release should be ________.

a) short b) funny c) extensive

3. A press release contains only the ________details.

a) nitty-gritty b) minor c) significant

4. Three hash marks in journalistic terms mean the ______.

a) beginning b) body c) end

5. The body of the press release begins with ________.

a) City, State/Country - Month Day, Year b) contact information c) company’s info

Exercise 3. Put the stages in the process of press release writing in the correct order.

_____ Company/organization info

_____ Headline

_____ ENDS or ###

_____ FOR IMMEDIATE RELEASE:

_____ Body

_____ (xxx words)

_____ City, State/Country - Month Day, Year

_____ Contact Information

Exercise 4. Match the stages of a press release and their descriptions.

Stages	Description
Company/organization info	This describes the content of the story.
Headline	This is where the actual story goes. There should be more than one paragraph.
(xxx words)	Contact person, company name, phone/fax, email, physical/postal address are included.
City, State/Country – Month Day, Year	These words should appear at the top left of the page, in upper case.
Contact Information	These details precede the story and orient the reader.
ENDSor ###	The total number of words contained in the press release can be given.
FOR IMMEDIATE RELEASE:	Any background information about the company or organisation featuring in this press release is included.
Body	This indicates the end of the press release.

Exercise 5. Put the press release in the correct order.

PRESS RELEASE

Contact:

Shelly Smith

[e-mail]

233 North Street,

Hamilton,

New Zealand

Ph: [phone]

FOR IMMEDIATE RELEASE:

12-year-old Shelly Smith has been selling her home-made brand of lemonade from the footpath in front of her parents' North Street home for 18 months and has seen the highs and lows of the trade.

"Stands come and go," says Ms Smith, "but when there are more stands around the vendors are more serious. They try harder and make a better product. That gives our customers confidence and sales go up."

In recent months the number of lemonade stands in North Street has risen from three to five. Experts believe this trend will continue, with the possibility of two or even three new stands before the end of summer.

Ms Smith feels that a stable supply of lemonade will also benefit the streets' economy.

"People know that if they are thirsty, North Street is the place to come. With plenty of lemonade stands on this street it doesn't matter if some of the vendors take a day off. The customer is never disappointed so they always come back."

Shelly Smith is a sole trader of lemonade and occasional cookies. Her stand at 223 North Street is usually open weekdays after school and weekends, except when she is playing with her friends or watching a movie.

Hamilton, New Zealand - November 12, 2004 - Increased competition in the local lemonade stand market should be welcomed, according to the operator of popular lemonade stand "Shelly's Pure Lemonade".

Competition is Healthy Says Lemonade Stand Queen.

Exercise 6. Correct the mistakes in this press release.

Logo of the Company

FOR IMMEDIATE RELEASE:

***

ABC COMPANY LAUNCHES NEW AFFORDABLE LINE OF CLOTHING

The event will be attended by many international super models, celebrities, renowned designers, and other clothing brands. The launch inauguration will be done by World famous designer Wilson Walaya followed by a fashion show choreographed by France's best fashion choreographer, Jacques Marques.

This launch is special for the company as it is going to make a new mark in the fashion industry where common people can also afford the designer wears. With reference to this, Wilson Walaya said, " I am overwhelmed and honored. I am excited about this event and I think, the common people are more excited that me. This affordable clothing line is sure to create a rage not only among fashionists but also the consumers."

New York City, New York: ABC corporation launches its new clothing line on November 22 at La Perla Hotel, at 7.30 pm.

ABC is planning to launch a new Eco friendly clothing line for environment lovers in the next year.

Contact: Sandra Williams

Public Relation Officer

Tel: [phone]

Cell Phone: [phone]

Fax: [phone]

Email: [e-mail]

Exercise 7. Write a press-release based on the information provided below and inventing the missing details.

You set up a company. Your goal is to get your company featured in media around the country.