Occasionally, a press release is requested to be coordinated with a launch date, so a future date is requested for that release. You will not want to do this, so write For Immediate Release.

Give the editor the name, title and contact information (phone is a must) of the person they could call if they had a follow up question or want to do an interview. This tells the editor who this is from, what connection they have to the subject, and how to make contact.

Headline and Subject Line
This is the most important part of your press release. If the editor cannot figure out what your release is about from this, the editor WILL NOT READ ANY FURTHER. The Subject line in the email should be identical to the Headline. Just copy and paste.

The word, Democrat should appear in the headline, and so should a locality, like DuPage County, or Bloomingdale, or Milton Township. This tells the editor that this is about a geographic area that his newspaper covers. Name a specific person, and their title, like Candidate for Clerk, Chair of Naperville Township Democratic Organization, or County Assessor.

Then, in as few words as possible, explain what the subject is about. For example:

DUPAGE COUNTY CLERK, DEMOCRAT MARY SMITH, TO HUNGER STRIKE OVER REPUBLICANS PROPSED TAX INCREASE

This puts it all together and makes an editor want to read more. You may want to write the first sentence before your write the headline.

The First Sentence
This is the second most important part of the press release. Put it all together in ONE opening sentence, and you have tripled your chances of getting published.

Who is this about, what is going on, where is it happening, when specifically is this taking place and precisely where is it going to occur. For example:

DuPage County Clerk, Democrat Mary Smith, announced today from her DuPage County office in Wheaton that she will begin a hunger strike on Tuesday, March 24, 2005 in protest of the decision by the DuPage County’s all-Republican Board to increase property taxes in DuPage County.

Is this a long sentence? You bet. But it gives an editor all the information needed to decide whether to read on, or not, and whether to consider publishing the information in the newspaper.

The first sentence is the hardest to write, and usually it is best to write this first, before writing the Headline.

Now, for the rest of the story.

The Body Copy
Keep it factual, and use quotes. This is not promotional copy that you would put in a flier or an advertisement. It is purely objective in its presentation. You can, however, use quotes to add emotion and flavor to the release. For example:

“I am appalled that the DuPage County Board would consider raising property taxes during these trying times,” said Smith. “They are callously bleeding taxpayers for their own political agendas. It is no different no different than taking food out of the mouths of DuPage residents. So, in protest, I will begin a hunger strike tomorrow. If they are going to take food out of DuPage mouths, let them start with me.”

The DuPage County Board decided unanimously at their Tuesday, March 17 meeting to consider republican County Board Member William Jones’ proposal to raise the property tax rate by seven percent. The property tax rate has increased every two years for the last fourteen years.

“I will end my hunger strike when this ludicrous proposal is officially tabled,” Smith concluded.

You are almost done.

The Tag Ending
Because reporters and editors come a go, you should always end your release with some short background information about the person or party that the release is about. For example:

Mary Smith, 43, has been a Lisle resident since 1979 and was elected as DuPage County Clerk in 2004. She previously served as Lisle Trustee from 1992 to 2000.

She is Secretary of the Democratic Party of DuPage County and has been a precinct committeeman since 1988.

Ms. Smith ran on a platform that champions responsible government that cares for taxpayer funds as a precious resource that provides accessible and valuable services to benefit ALL residents of the county.

Her goal is to create "Opportunity for All", creating job opportunity, economic opportunity and safe surroundings that protect every man, woman and child in DuPage County.

To find out more about Mary Smith, her phone is 630-771-5543, email is info@dupagedemocrats.org and her web site is http://www.dupagedemocrats.org/ .

# # #

That’s it. Now, for some housekeeping.

Timing
Send out your release as soon as you can; a week in advance is good if you are announcing an event. If you want to get on a newspaper calendar, do it three weeks in advance.

If you see something published in a Friday newspaper, it was probably printed the evening before on Thursday night. The reporter probably wrote it up before deadline on Thursday afternoon or late morning. The research, phone calls, writing notes and interviewing was probably done on Wednesday and Tuesday.

So, if you expect to have something in the paper on Friday, do NOT send it Thursday afternoon. It will never make it. If you give reporters time to do their job, they are more likely to get your information published.

Do not expect your release to be published as is. A reporter is paid to write, and you are not. They will put it in their own words, and in their own style. Accept it.

Distribution
Send your release to only the newspapers that cover your geographic area. Send them one at a time to each. Or, if you are sending to a big list, put the email addresses in the BCC: line of your email. This hides the addresses from the recipient of who you are sending the release to. No newspaper editor wants to feel they are reporting on something that has been sent to every newspaper imaginable. Make them feel special.

If you want me to forward your release to my contacts, send me your release and I will forward it as soon as possible. And, do not bother to ask me for my list. It is mine, has personal contacts in it, and I will not send out crap that might ruin my professional reputation.

Paydirt - The phone call
Eureka, they called you back. This is exactly what you were hoping for … a chance to talk to the reporter. If you are interviewed, relax, tell the truth, and thank them for their time when you are done. Whatever you do, do NOT lie, exaggerate, fabricate or duck the question. Reporters are professionally trained snoopers, and will sniff out your dodge every time. Just sit back and be yourself.

Finally
I have been doing this PR stuff for over 25 years. I have worked for newspapers and magazines and done press releases for businesses, non-profits, candidates and political parties. I know what works and what does not.

I did not make up these rules. So, do not shoot the messenger. I am just passing them along to you to be of help. Why? We will win if we do things the right way. And that is the best thrill of all.

 

Besides, the best press release you will ever write starts out, "DEMOCRAT WINS ...."

Gene