Preparing and disseminating press releases, fact sheets, and media advisories or backgrounders make up the nuts and bolts of most government press operations. In different countries, these tools of the trade go by different names, but their purpose is the same: to tell a story, announce an event, and give facts and figures.
"Press releases are good disciplinary tools because they encourage you to try to create the story you would like to see," says David Beckwith, former press secretary to Vice President Dan Quayle. "If done clearly and simply, press releases improve accuracy. It is hard to misquote a press release."
What follows are the universally recognized standards and conventions for these basic press relations materials.
Press Releases
Press releases are a summary of facts about a program or issue on which you want media attention. They are presented in a standardized format. The main criterion for a press release is that it must contain news.
Similar to a straight news article, a press release is written in an inverted pyramid style. The first paragraph is the "lead," and it contains the most important information; subsequent paragraphs expand on that information and give more detail in decreasing order of importance. The least important information is at the end.
Like a good news story, the good press release answers who, what, when, where, why, and how. Who is the subject of the story? What is the story about? When is or was the event? Where is or was it happening? Why is the information important? How is this of significance? All of these should appear in the first paragraph.
The sentences and paragraphs in a press release should be short so they can be quickly reviewed by an assignment editor or a reporter, and they should contain no jargon, abbreviations, unexplained details, or clichés. Quotations may be used, but it is more usual to find these in the second or third paragraph; they are always attributed.
Press releases that read like a news story, without a lot of inflammatory adjectives, are more likely to be picked up by the press.
Typically, press releases in the United States follow a formula that includes:
- Double spacing;
- Plain stationery, preferably with the organization's name and address printed at the top.
- Wide margins — at least one inch (2.54 centimeters) around — providing for ease in reading and allowing editors and reporters to make notes in them.
- Typed on only one side of the paper.
The standard press release contains the following information at the top of the release:
- The date the release is being put out.
- A contact name, phone number, fax number, and e-mail address. Sometimes, cell phone numbers of after-hours contact persons are listed, particularly if the press office deals with reporters in several time zones.
- A release time. Often, news releases are sent in advance of an event but cannot be used until a specific time so that reporters have time to read the material and process the information, particularly if it is a complicated story. If this is done, write "EMBARGOED UNTIL" and the date and specific time the news can be released. If the information can be used immediately, write "FOR IMMEDIATE RELEASE."
- A headline, summarizing the news of the release, that is attention getting and capitalized.
- A dateline, capitalized, beginning the first paragraph that states where the news originated.
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Press Releases
Before you do a press release, answer these questions:
• Why is this important and how does this make news?
• What are the main points?
• What research is there to back up the information? Can it be checked easily if reporters ask to do so?
• Who can be quoted as an authority on the topic?
• Is a fact sheet needed for additional information?
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In the United States, press releases typically run one to two pages. If there is more than one page, type "more" at the end of the first page. At the end of the release, type --30-- or #### to indicate the end. Be sure to check for spelling errors, typos, incorrect punctuation, and poor writing.
Press releases can be sent to the attention of an editor, an assignment editor, or a reporter. Follow up on the press release with a phone call. Ask if the intended recipient got your release and would like additional information.
Information from the National Public Affairs site
Access National's Public Affairs website or use the quick links below:
Public Affairs Manual
The sixteen page color "Public Affairs Manual" in Adobe Acrobat format. Covers intro, policy statement, department organization, goals, resources, contacting the media, the press release, the new release, features, the press conference, and more. In Adobe Acrobat format. Download here.
Public Affairs Form
The "Unit Monthly Public Affairs Activity" reporting form in Adobe Acrobat format. Download here.
P.S.A. Primer
A "Primer in Public Service Announcements" in Adobe Acrobat format. Covers "what is...," criteria, tracking, value, disadvantages, distribution, media, and hints on increasing effectiveness. In Adobe Acrobat format. Download here.
Boat Shows
A three page guide to setting up at the boat show. Includes contracts, fees, equipment, electrical, displays, publicity, and more. In Adobe Acrobat format. Download here.
Templates...
Accidents Press Release Templates
Eight Word 95 text files relating to Marine Accidents. Includes Accident Reporting, Boats and Power Lines, Causes of Boat Sinkings, Night Accident Study, Propeller Accidents, Small Boats, and others. Compressed in standard ZIP format.
Alcohol Press Release Templates
Four Word 95 text files relating to Alcohol and Boating. Includes Booze and Boating, CG Proposes New Blood Alcohol Concentration Standards, Liquor's Quicker on Water, and others. Compressed in standard ZIP format.
Auxiliary Recruiting Press Templates
Seven Word 95 text files relating to Auxiliary Recruiting. Includes Help wanted, Invite to meeting, Recruit Air Ops, We Need You, and others. Compressed in standard ZIP format.
Auxiliary Press Release Templates
Three Word 95 text files relating to the Auxiliary. Includes AUX History PR, Aux saves $200 Mil, and Coastie is Coming. Compressed in standard ZIP format.