Elements of Political Communication/Traditional media guidelines/Press releases

Press releases are official releases from your organization regarding specific news, issues, or events. The purpose of a press release can vary widely; this chapter will focus on using this tool to communicate with professional news media outlets. Press releases are often written with a style that mimics that of local and major publications with the hope that the recipient will reprint the release verbatim. The likelihood of an outlet publishing a straight news release decreases as the publication increases in size. That said, even if the release is not printed verbatim, it may influence the coverage of a particular topic or event.

Content
Avoid editorial comments in press releases; state only the facts and pertinent information regarding the issue, such as the time, date, and location of an event. Always include personal contact information at the top and bottom of the release. This should be an individual within your organization that has an excellent understanding of the topic and will be available to communicate with interested publications. Journalists and editors choose which stories to explore; therefore, an accurate and descriptive headline and lead section may earn their attention. Finally, include a very brief boilerplate, a final paragraph that contains basic information about your organization, including a broad description of your activities. Consider writing at least two versions of the boilerplate: one for organizations that clearly already know what your organization does, and another for those that may be less familiar.

Format
Though there is no required length, the average press release is between 300 and 500 words long. The importance and complexity of your subject will determine the length of your release, but in general, the entire document should be able to fit on a single page. Although the Associated Press Stylebook does not contain a set format for press releases, there are some formatting points to note. Use a readable, 12-point typeface. Contrary to popular belief, typefaces such as Times New Roman do not increase readability; however, it is advisable to use a widely-accepted font throughout the release. Avoid all instances of formatting for emphasis except where noted in the template. Include a centered "# # #" at the end of the release.

Ensure that any images you include in the release are prepared for publication. Use a popular digital format, such as .PNG or .JPG. Since most digital cameras take larger pictures than are necessary for publication, resize the image to no more than 700 pixels wide. Include attribution information for the image, and only images for which you have explicit permission to use, both from the photographer and the subjects photographed.

Template
Include the elements below in your release. The organization logo is optional, but all other information should be included in the correct format.