Tips for Effective Press Releases



This list of contacts and these tips have been developed over the years to get to specifically those reporters that cover progressive issues and stories in Colorado, but other reporters should be contacted as well.

On this page (click here) you can view press releases done for various press conferences, protests, or events as an example of one way to do press releases. This is a older style, and there are other ways to do it, but I like the narrative style in the form of a past tense news article. This style is from the days before email press releases, so uses some older ways of formatting that really aren't necessary any more.

The media doesn't usually copy and paste straight from a press release like they used to, (except those released from the white house) but they pay more attention when things are written in the news style in which they write. A press release should sound like news and not like an ad. They also prefer to get their own quotes, instead of using those provided, but since they have a hard copy, the quotes are "safe" for them to use (being vetted) and also give them a good idea of what they'll find if they come and cover the story. They'll regularly show up and ask for the person quoted in the release for an interview, so it also serves to direct them to the people the group has chosen to be spokespersons. I always follow up with the press when they show up to "steer" them to the people they need to interview, and usually provide "talking points" to the group, so everyone has some quick reference to the salient points to make and can more easily stay on message.

The second paragraph, as well as subsequent paragraphs interspersed between the quotes, should have the basic hooks that get the media to cover any story: controversy, criticism, corruption, victims, anger, passion, politics, religion, children, visual imagery, publicity stunts, etc. In the case of TV media, something moving, colorful, with action, participation; a performance of sorts, is best.

Notice all references are hotlinked with relevant URLs; names are all hotlinked with email addresses, and at the bottom are more links (for some Press Releases) linking to pertinent information and resources on the issue. All this is for the press to do their own research (where you guide them) on the issue, to help them write their story and also to see that it's a bigger story than they first thought; so worth their effort. They can take this info to the editor and show how much research they've already done to impress the editor with the depth of the story and help get it published or broadcast. They become your PR agent inside.

Press Releases shouldn't be that long. Always print copies of the release (single page) and relevant research to put in a "press package" to hand to the media at the event, and, in the case that a cameraperson comes without a reporter, they can take that back to the station for the copy editor to use.

The who, what, when, where, why is all covered in the first paragraph and for a "news alert" form of release, that will do. Even though the longer version takes more time, I think it's worth it because it looks more professional and gains some credibility, so helps get the coverage and credibility the event needs. The 3 pound signs at the bottom, ###, are an unnecessary holdover from the old days, when you had to tell the early fax machines that it was the "end of transmission", but it says to reporters these days, "I've been doing this a long time", I understand the inside secrets of the media, and so vets your credibility to them.

Send to all your contacts in BCC, (blind copies) so they see that it was sent to others, but don't know who. They'll go to the morning editorial meeting and push for coverage and assignment to the story, and others, who have gotten the release, will add their support for coverage of the issue.

The list at the bottom of email addresses are the basic places to send any press release on any issue. There are other people at each of these media outlets where a press release should be sent on a particular subject; for example, on the issue of a counter recruitment action at a local school board, I would also send a release (to the print media) to those reporters assigned the education beat, like John Ensslin at the Rocky Mountain News in Denver: (ensslinj@RockyMountainNews.com).

In some cases, where warranted, also send your release to feature writers, like Diane Carman (dcarman@denverpost.com) at the Denver Post or Mike Littwin (littwinm@RockyMountainNews.com) at the Rocky Mountain News.

Any organization of any size should be sending at least an informational press release every week on some subject. The regularity establishes familiarity and builds bridges. Any change in the organization, like website additions, new products or services, seminars, meetings, announcements, polls, lectures, attendance at events, etc. is a reason to send a press release. Yes, they'll ignore most of it, but the familiarity makes you and your organization the "go to" resource for them, and then you can build bridges to cross later. Give them the story ideas you think they need to cover. I get calls for phone interviews all the time on things I have not sent a press release out on, because they know me and know I'll have a comment on some storythey're working on which I have sent out a PR before.

Distribute email press releases in HTML text.
Draft your press release as you would any other email message, using an email software program such as Eudora or Microsoft Outlook. Don't send press releases as attachments to email, or attach other documents to email press releases.

Create a press packet for media

When you need to prepare a paper copy of the press release, for a press packet, copy and paste the ascii text into a word processing document (such as Microsoft Word) after the release is written in the email browser. That way, you can put all the hyperlinks for them to access. This gives them another reference to your quotes, phone, numbers, email addresses, etc.

Keep the text brief and focused.
An electronic press release should follow the same "pyramid" format as any other press release. Start with the most important information (and remember the five "W's" - who, what, where, when and why). Use short paragraphs and keep it brief. One page only is the rule, but it's a rule from printed PRs. It's still a good idea.

Write a subject line that's compelling or provocative.
Tthe subject line is the first thing reporters will see when they get your release. Never email a press release with a blank subject line.

Include your electronic contact information.
Include your email address and Web site URL in addition to your phone and fax number, and address. Put all your contact information at the top of the press release.

Use hyper-links everywhere.
If there is additional information available on your Web site - such as a white paper or an event announcement - include a hyper-link so reporters can click right to it. Online publications will often include these links in their stories, making this an effective way to direct visitors to your Web site.

Send a test message before distributing your press release.
Always send a copy of the press release to yourself before distributing it. Check the format to make sure there are no broken lines of text, and check for any mistyped Web URLs by testing them to make sure they work.

Always use BCC to hide recipients.
Always type the recipients' addresses in the "Bcc" field of your email message header, rather than in the "To" or "Cc" field.

Post your organization's media contact information on the home page of your Web site.
Be sure to keep the contact information up-to-date, and include information on how reporters can be added to your mailing list.

Treat email media inquiries the same as phone inquiries.
Always respond just as promptly to email media inquiries as you would to phone calls. Reporters who work for online publications are much more likely to contact you by email than by phone. If you're responsible for answering media inquiries, check your email frequently throughout the day.

Set up an online archive for your media communications.
Set aside an area of your Web site where reporters can locate past press. (If you publish a newsletter in electronic form, maintain an online archive of past issues, as well.)

Post press releases only to appropriate lists, news groups, and publications.
If you plan to post your press release to any email discussion lists, news groups or online publications, make sure the topic of your release is appropriate content for the list or Web site. If your press release announces a new report on air pollution, it would not be appropriate content for a forum for race car enthusiasts, for example.

Limit the size of your email message window.
In many email browsers, text that is longer than the width of the message window will "wrap" to the next line. (When text is set to "wrap," you don't need to hit the "return" key at the end of every line.) If the size of your message window is set for more than about 75, the automatic "wrap" may result in broken lines of text.

Press Releaase example:

For Immediate Release                                            Contact:
March 22, 2005                                                      Mark Lewis  (719) 471-9400
5:00 PM                                                                CSAction.org
                                                                         
 

Colorado rallies to counter Westboro Baptist's hateful attack on civil rights

Colorado Springs-March 22

Colorado activists will gather to protest Westboro Baptist church's second "God Hates Fags" demonstration in Colorado Springs on Thursday, March 24 from 3:30 until 5:00 pm.

The protest is sponsored by Students for Social Justice, and Springs Action Alliance, along with a broad, state wide coalition of groups working for civil rights for all citizens.

Criz Stoddard, of the Springs Action Alliance said, "While typically my inclination would be to just ignore them and their pitifully hateful crusade to damage their own kids emotionally, I believe that we, as a community, must stand up and say 'Not in Our Names.' "

"Not in our names will you come to our community and contribute nothing but hate mongering. Not in our names will we condone your putting a sign into a child's hands that proclaims that 9/11 was a good thing.  Not in our names will we accept the notion that homosexuals deserve death."

"When I see a child holding a sign that reads, 'Fags Are Worthy Of Death', I have to wonder if these people aren't trying to induce someone to commit hate crimes.  We as a community should not condone the notion that gay men and women deserve to die for their sexual orientation - no matter what our beliefs are on human sexuality", Ms. Stoddard said.

The counter demonstration will gather at City Hall, 107 N. Nevada Avenue, at 3:30 PM. Then at 4:00 at Poor Richard's, 324 N. Tejon. Then at 4:30 at the Gill Foundation, 315 E. Costilla.

Organizer Mark Lewis, of the Springs Action Alliance, and producer of a daily alternative news digest,  said, "The hateful, intolerant messages of Phelps, Dobson, Falwell, and Robertson have their parallels in Muslim cultures with groups like the Taliban and Wahhabis." "Intolerance, hate, and discrimination are not the family values of Jesus, Mohammed, or Abraham."

"The statement that "fags are worthy of death" is not protected speech, in spite of the clever attempt; either under US Code, as decided in Virginia v. Black, or under the Colorado Revised Statute 31-21-106.5". "It's intimidation, harassment, and incitement; and in the name of Jesus".

"That's what gets me", Mr. Lewis said. "It's like fighting armed revolution in the Name of Ghandi." "Or killing thousands in the World Trade Center in the name of Mohammed."

"I think the batteries are low in their Bibles".

The counter protest will be peaceful and lawful, although Westboro Baptist is known for inciting violence against their detractors. The organizers encourage all in attendance to ignore the hate speech, baiting, and incitement, and observe all laws, being peaceful in words and actions.


                                                                     ###

The above is one way to format a press release, but certaily not the only way. This is a format used from the days before email PRs, so is out of date in that respect, but also makes the point that you have been doing this a long time. The "for immediate release" is no longer necessary, but says the it's current and not to be held for soem time. date and time are on teh header of the email now, so not really necessary. Writing in the new article format is the best way, but reporters hardly ever copy and paste from a press release these days. Quotations are good not because they will be used directly, but because they give the report3er an idea of what they will find when come to cover the story, what the controversy is, and that alwasys sells ink, and gives them a legal protection with written copy proving they didn't misquote.

Include any hyperlinks for email addresses, website, maps, and especially resource material for the issue. This way you direct the media to the information you want them to have to write the story and it saves them a lot of work which they appreciate. The 3 # signs at the bottom are from when you had to tell the teletype that it was the end of transmission. Useless now, along wtih -30- at the bottom, but just a holdover. Younger reporters won't even know what it means.

Media contacts

Gazette:
smcmillin@gazette.com, millman@gazette.com, noreen@gazette.com, jeff@gazette.com, dean.toda@gazette.com, rwiens@gazette.com, dacord@gazette.com, stewart@gazette.com, bean@gazette.com
INDY:
jweiss@csindy.com, newsroom@csindy.com, deyoanna@csindy.com
Rocky Mountain News:
frazierd@RockyMountainNews.com, brennanc@RockyMountainNews.com, fosterd@RockyMountainNews.com, garnerj@RockyMountainNews.com, littwinm@RockyMountainNews.com, Torkelsonj@RockyMountainNews.com
Denver Post:
mrochester@denverpost.com, jtaylor@denverpost.com, chubbard@denverpost.com, newsroom@denverpost.com
KRDO channel 13:
d.rose@krdotv.com, krdonews@krdotv.com, m.lewis@krdotv.com
KKTV, channel 11:
nmatesi@kktv11news.com, action@kktv11news.com, bagin@kktv11news.com
KOAA, channel 5/30 (online form also):
dbloom@koaa.com, cblack@koaa.com, mkeleve@koaa.com
KRXM (Fox21):
info@kxrm.com
NewsBlab (Mike Collette):
newsblab@gmail.com
AP:
info@ap.org
UPI:
tips@upi.com, daybook@upi.com
Reuters:
editor@reuters.com
National papers:
http://www.mrc.org/MediaAddresses/mediaaddresses.asp
PR Web (free PR service to thousands):
http://www.prweb.com/about.php
Another free press release service:
http://www.free-press-release.com/submit/
List of Colorado papers and TV:
http://www.colorado.gov/colorado-government/todaymenu.html
List of alternative media:
http://users.bigpond.net.au/trt/
Press Release writing tips/tricks:
http://www.ebookbroadcast.com/resources/prsecrets.html

Colorado media contacts: 279 email addresses, 136 phone numbers, and 47 FAX numbers here