Writing Press Releases
Someone once said,
“Writing a press release isn’t brain surgery, but it’s not mindless either.”
A press release is the most familiar, standard way of informing the new media about an event or activity. It’s an accepted communication tool.
But, there is lots of competition out there with other releases. A press release is not an advertisement. The main purpose of your release is to deliver a newsworthy story about you or your event to the reader.
Because it is a standard tool, most releases use a common format or template.
A press release grabs attention by what it says, not by a flashy appearance. It helps the busy editor or reporter get his arms around a story and decide whether he’s going to pursue it further.
Most press releases today are distributed by email or fax. The email or fax cover can help you pitch your story to the media as you deliver your press release.
By the way, there are other audiences that a press release can help you explain what the event is or what you are doing and why.
Give it to the staff, students and volunteers in the movement. It helps you all to have a common language to describe an event.
Give it to university administrators, student leaders, leaders of other Christian groups and local pastors, donors and business leaders.
Another common device for informing the media about an event or reminding them of an event is with a Media Alert or Advisory. A press release is text based. It reads like a news story. A media alert display information more graphically.
Sample Media Alerts: