Nitty-Gritty: How to Write Press Release

In a recent post here on the Artful Advocate, we discussed contacting local media.  Today's blog post takes that one step further, by getting down to the nitty-gritty of writing a press release.  

You have a great art show planned for Open House/Fall Concert, or whatever event you are promoting.  PTO is helping with the refreshments, you have the location reserved, posters and flyers up, and student work  matted and ready to hang.

But wait...how do you notify the community and district at large?  How do you get the  message out beyond your students?

The answer: write a press release!  But...I have never done this!  I am not a public relations expert!  How do I start?  What should I include?  To whom should I send this? 

Relax!  First of all - check your district protocols on contacting the media.  Do you simply get the article approved by your principal or superintendent?  Or, if you are lucky, you have a PR officer who handles media contacts.  Get that out of the way before you start.

Writing a release is done in a standard AP style known as the "inverted pyramid".  Simply stated, you start with the most important information first and then work you way to supporting details. 

1. To jump start your work, use this organizational template to get your facts ready before writing.  
2. Start off with the Who, What, Where, Why, and When!
3. Write in an active voice.  Would you want to read this article?
4. Use short quotes if warranted.
5. Be precise and accurate.  Double check to prevent typos.
6. Editors cut from the bottom up...so top-load it with the most important information.   

Attribution for the above graphic: http://grow.gardenmediagroup.com/bid/149947/Tips-for-Writing-a-Killer-Press-Release

Don't forget to include your contact information for follow-ups or questions from the reporter. 

Once approved formally by your administration, send to your local newspaper.  Small town papers often give the best coverage, especially if you hand them an article all ready to go.  Larger papers may have a community calendar section that would work well for you.  Don't be afraid to follow-up with a call to confirm the arrival of the release and to book a photographer for your event.  And don't forget to keep a copy for your APPR files as well!!

Once you cultivate a positive relationship with a reporter or editor, the process gets easier!  Relax and breathe... as a 'cub reporter' you will do just fine!

Don't forget to include your contact information for follow-ups or questions from the reporter.

Once you cultivate a positive relationship with a reporter or editor, the process gets easier!  Relax and breathe... as a 'cub reporter' you will do just fine! 

The article in today's post is again contributed by our advocacy dynamo Donnalyn Shuster.  You can red more about Donnalyn in a prior post, HERE.