When to Write a Press Release:
- Concert/Shows and/or Tour information
- Record, Publishing, Merchandising Deal Announcements
- Band Personnel Changes/Additions
CD, Digital Single and/or Video Release Information - Any Social Networking or Internet activities
- Announcements about anything you (the artist) or your label are doing.
What The Print and Broadcast Media Need:
- News or announcements related to their target audience
- Deadlines met for calendars and event listings
- Event or information in proximity to their coverage area
Layout and Essential Information:
- Double space all content
- The phrase "For Immediate Release" centered near top 1/3 of the page
- Date press release is sent out
- Contact information: the person media can call for more information with phone number and fax number
- Printed on company or artist/band stationary with full address info (or if it is digital and for an Electronic Press Kit -EPK- ready to upload)
- 1 to 1 1/2 pages long (unless for major event or project)
- End with the marks ### centered at end of the body
The Press Release Structure:
The Slug Line (Headline)
- Short, but attention-getting headline phrase
- A hint of the purpose or topic to be presented
The Lead Paragraph
- Should include the 5 W's and the H (if needed): Who, What, Where, When, Why, and How
- Summation of the basic topic/information
- Begin with the most important part of the information
- Who is in the beginning sentence, followed by Where and When
- Why, What and How follow in the next few sentences
- No unnecessary details should be included in the lead paragraph
The Body
- Elaboration on the theme or purpose of the press release
- One thought, one paragraph. Cohesive, single ideas in each paragraph
- Write information in descending order of importance
- Keep information factual. Opinions only in quotes with proper credit
- Use simple sentences (Subject - Object -Verb) and avoid too much hype
- Ending option: Recap essential information from first paragraph
- Proofread several times for spelling, and/or grammatical errors
It will take you some practice to get all this down, but once you do-create a 'template' for future Press Releases!