We often don’t have enough jelly beans to reach out to the press in an elaborate and complete way. It would be a pity to skip this communication completely. Why? Because often in entertainment, we’re making things for the public good and the press wants to share things for the public good.
Building a press list is something we can do over time really simply. After a little while, we might only have a few press contacts who like getting things from us, but that can be nice if it’s easy to shoot them a scoop.
Just like all other forms of communication (ads, newsletters, websites, etc.); I prefer offering something great. I don’t like selling the offer, i like communicating it clearly.
Make it simple and make it done
This is a simplistic format for a press release… It’s not complete. Some journalists get hundreds of releases per day, so we aren’t going to ask them to read a ton. They can follow up if they need more.
Sometimes longer is better
There are occasions where a journalist will simply copy and paste a press release into a periodical. Having a complete story for them can be helpful in that case, but we can’t please everyone!
The subject line : Simply good
“RELEASE : World’s Smallest Horse Saves Boy”
What is the point? Get there quickly. Start with “RELEASE:” so they’re not guessing.
Greeting : Quick, personal
If you know the reader, that’s great!
“Sandy, Hi! here’s my new passion project. It seemed to me like something Oregonian hikers would want to know. Hope you’re doing great.”
Headline : Maybe repeat the subject line
Simple, meaty description all caps
“NEW WOMEN’S RESTROOM NOW AVAILABLE AT COUNTY TAX OFFICE”
Paragraph 1: WWWWWW
Who, what, when, where, why, whatever, that’s it.
“Trent, OH, Oct 23, 2020 — A bench at Myslegrove Park is being dedicated to four fire-fighters who saved beloved community cat “Snickers”. Angela Tabolt has donated $1200 to honor Mark Rinsly, Barb Conn, Fred Sharp, and Mandy Bar.”
Paragraph 2: Credibility
Here we lay out what proves that this is an important story.
“30 year old Jeff’s Hats has been providing hats to the Tristate area since 1968. It is the hat source of 23 police forces and has made Trenzeville Time Magazine’s “Most hatted town in America.”
It’s a tricky line, but we’re trying to make it factual and not salesy. We don’t say “It’s the best” we say “Ranked #1 by Vogue Magazine”
Paragraph 3: Extra details + quote
“2000 people are expected at the grand picnic celebration. Organizer Alice Jones says, ‘we couldn’t be more proud of what the boys have put together this year, it truly is the realization of a dream!’ Each attendee will get a ketchup filled tote bag.”
This is a chance to add in more info, and a quote is a great way to add some heart without the composer of the press release adding opinion.
Paragraph 4: follow up
“Photos and video are available at {link} contact Tina directly for interviews and more information tina@tina.com 555-555-5555 . Customers can purchase a memorial donut from 7pm to 8pm at 1122 Smith Street. All proceeds go to charity”
We’re writing to people
Press releases are sent to people who have a job to do. They have to quickly evaluate and distribute info to folks. Those folks are depending on them. We can respect what they’re doing, respect who they are, talk to them personally, and help them do their job.