How To Write a Press Release

Having worked as a journalist for a major metropolitan newspaper for 23 years, I waded through my share of press releases — good, bad and horrible.

Before I get into the fine points of crafting a press release, there are probably a few things you ought to know about the news business.

Reporters and editors in the traditional media get dozens, sometimes hundreds of press releases in a week. About five percent of those may get serious attention for consideration as a story or news blurb. About one percent may ever get written up.

Reporters are no more or less industrious than anyone else. If there’s an easier way to do something, they’ll probably do it. So your job is to make their job as easy as possible. In effect, you need to tell them what the story is and give them everything they need to write it.

Their attitude is typically “we’re doing you a favor by telling your story.” At the same time, because they receive so much crap, they are pleasantly surprised and appreciative when they receive an interesting and well-written press release.

Now the expectations are somewhat less for online PR services. They’ll take anything and post it and someone might read it. But the same basic principles will still apply. You have to present an appealing story for it to have any legs and for others to want to pick up that story.

As someone deciding whether a story is worth the space, here’s what I want to see.

Is there and interesting and newsworthy angle? Just because your Aunt Millie played a bit part in your zombie movie is not cause for a press release, unless Aunt Millie is Milla Jovovich. Think about what is really interesting about your movie, then run that by a few people and see what they say. Maybe it’s a tale of overcoming great obstacles to make the movie, or the unique plot, or the fact you were a pipe-fitter before you became a director.

If your first approach is to the local newspaper, you might want to emphasize any local connection, from the writer/director, to locations, to actors.

Some reasons for issuing a press release:

1) the movie is about to premiere in theatrical or online release

2) it’s been accepted into a film festival, Sundance we hope

3) you’ve got a star whose name will be recognized

4) a local connection

But the basic question to ask yourself is, why would anyone care? If you can’t find a good answer to that, don’t even start the press release.

This is the lead of your press release. It might be all they read, so do it well.

Secondly, it’s not nice to tease the reporters. Your press release should have all the information they need to complete a story, or at worst, contact information so they can find it. They are usually on deadline and the fewer rabbit holes they have to go down, the better.

This means a clear statement of the five Ws somewhere in the press release, perhaps as a sub-headline — the who, what, when, where and, why (or how) if necessary. “Attack of the KIller Wombats,” starring Bat Masterson, premieres Thursday, Aug. 19, 2012 at the Indie Cinema, 2025 W. 98th Street, Poleaxe, North Dakota.”

Include a concise description of your movie, in the second or third graph, which can be expanded upon later. But you should have a great logline by the time your movie is released. Use it.

Include links to your movie trailer online and your movie webpage which will be filled with interesting information about the production and distribution of the film — right?

At the end of your press release, include your contact information including phone number and email. Also include the names and contact information of the anyone else you’d like to do an interview, including the writer, director, producer or lead actors. Phone numbers are preferred. Make sure you note that this contact information is for the use of the writer only and not to be reprinted anywhere.

Spell check, dammit. Bad writing is one thing. Bad spelling is preventable.

Mention your movie website in the press release.

If you’re specifically targeting a movie reviewer, let them know the movie is available on your Maxcast account. That helps you by giving them instant access, and prevents their 12-year-old son from burning a copy and bootlegging it in China.

(You might want to wait for the review, however. Your goal here is to get the good word out about the movie before it premieres. If it’s good and a reviewer says so, great. But a bad review before the premiere can kill the interest.)

Include movie stills if you’re sending a hard copy press kit, or make digital photos of at least 300 DPI available from your website. The resolution can be less for online reproduction. Editors love photos they don’t have to assign, and your story could get you placement over an equally compelling story that has no artwork. (For TV, it’s a little different ball game. They want visuals to go with the story, so be prepared to give them something visual if they should call. You’re a visual artist. Think like one.)

Have someone who doesn’t know a thing about your movie read the press release before you send it off. We tend to take things for granted that we are familiar with and can easily forget to provide basic information.

Do some targeting of the reporters. Find out who covers movies for that particular daily newspaper, alternative weekly, TV station, website or blog and make sure they and their boss get a copy of the press release.

Actually, to prime the pump, you might call before you send the press release. Contact the target by phone if possibly, and Innocently inquire about whether they are the right person to send the press release to. Don’t sell it, just plant the seed. If the reporter is bored, he or she might even chat you up to find out more information.

The sweet spot for press releases for traditional media is 2-4 weeks prior to publication. This gives them time to do a story, but it’s not so long that they forget about it. Online releases are instantaneous, but still give them a couple of weeks notice before something like a premiere.

You may follow up 3-5 working days later with a phone call or email to the reporter or editor to see if they received the press release and if there is any other information they need. Be prepared to do an interview at any time. Then cross your fingers.

Download Sample Press Release

Download  Sample Press Release MS Word for Windows (use for template)