How to Write a Press Release that Gets Published

A good way to get the word out about happenings at your church is to expand your communications vehicles to include the local media.  Sending out a press release is a very inexpensive way to promote your event.

However, unlike buying an ad, securing editorial content is not guaranteed.  To increase the likelihood of a media outlet using the information you submit to them, make sure your press release is all it should be.  News editors see hundreds of pieces of mail, e-mail and faxes every day.  So it’s up to you to make sure that your press release gets the attention it deserves.

STEP 1 — IS IT NEWS?
Before you start your release, you must ask this basic question.  The fact that your church is having a grand opening or a Christmas pageant is not news.  Editors want to know if something is different, controversial, never been done before, and has a wider appeal than just to your church members.  So before you start, examine the value of your news event and write with these characteristics in mind.

STEP 2 — GIVE IT THE RIGHT START
A press release that’s ready to go usually includes the date and the words
"FOR IMMEDIATE RELEASE" boldly at the top of the page.  You also need to include the proper name and phone number of the person who could help an editor or writer who has a question.

STEP 3 — GRAB 'EM WITH THE HEADLINE
When you read the newspaper, the headline determines whether you will read a story. The same is true with a press release.  A clear, clever headline, which identifies the news angle of the story, will help your press release be noticed.  For example, "First Church Hosts Christmas Pageant" is not as good as "City’s Only Living Nativity and 100-Voice Choir Rings in Christmas Season at First Church."  

STEP 4 — LEAD WITH YOUR BEST PUNCH
The first paragraph of your release is called the "lead" and is second in importance to the headline.  Members of the media want to know who, what, when, where, why and how.  Your leading paragraph should answer as many of these questions as possible in as few words as possible.  Here, too, it doesn’t hurt to use a little creativity in creating a mental picture of your event in the mind of the reader. 

Television media must be able to visualize how your event will look on TV.  If they see no action or few good pictures, you’ll have a hard time getting them there.  With newspaper, they, too, are looking for a good picture.  However, they often do provide a calendar or announcements section that simply states the facts about different events.  Despite this, always shoot for bigger news coverage with a better press release.

STEP 5 — TELL ME THE STORY
Look at the stories in the newspaper or on TV.  You’ll notice that news stories are written with the most important information first, followed by the second most important, and the lesser important information positioned at the end of the story.  This style of writing is called the "inverted pyramid," because the story flows based on the ranking of facts according to their importance.

Your release should follow the same style.  With larger media outlets, the press release entices the reporter or editor to pursue the story, which he or she will completely rewrite.  However, with smaller media, like community papers, a well-written press release will appear as is, often in its entirety.  Therefore, your goal is to write the story just like they would.

STEP 6 — GIVE IT THE RIGHT VOICE & TONE
Always write a press release in the third person, which means that the words "you", "your," "I" and "we" are not used.  Tell your story as an objective observer of the events, not an active participant.  Because you’re being objective, steer clear of the temptation to insert your opinion in the story.  An example would be to describe the Christmas pageant in the above headline in this manner: "The beautifully-staged production offers an incredible look inside the birth of the savior, Jesus Christ."  While this statement may be true, editors just want the facts.  So give them facts, "The elaborately-staged production recreates the scene of Jesus birth using professionally-trained actors and several live animals, including camels, donkeys and sheep." 

STEP 7 — KEEP IT SHORT
A good press release tells the story in no more than two pages, double-spacing the type. If you have a second page, use the "header and footer" options of your word processing program to give the second page an identifying line at the top, such as "First Church Christmas Pageant – page 2."  In case your two pages get separated, this will help an editor get them back together.  At the end of your first page, type "-More-" at the very bottom.

Also, signal the end of a release by centering "###" at the bottom.  This is just an industry standard that demonstrates your understanding of editorial style.

STEP 8 — ACCURACY IS EVERYTHING
When you’ve completed your release, make sure your spelling and punctuation are correct. Poor spelling or grammar reflects negatively on you as a writer and on your organization as a whole.  A well-written press release is an editor’s friend, while a poorly written one heads straight for the trash.

STEP 9 — BUILD SUPPORT
Include high-contrast, black/white photos with press releases if possible.  A good visual often helps determine if a press release is run.  If a fact sheet, event flyer or other information would be of assistance to the media outlet, then include it with the release.  A cover letter is often a good way to "pitch" the newsworthiness of your story while keeping the release itself objective.  And most importantly, make sure a contact name and phone number appear on every piece of information you send, including information on labels or sticker on the backs of photos (do not write on photo backs).

Churches and local media can work together to provide important information and resources to the community.  Develop relationships with editors and other media personnel in your area to maximize your communications efforts.