Do's and Don'ts of Press Releases

Do:

• Provide a contact name and number for reporters to call if they need more information.
• Respect news deadlines by providing information by the requested date and time.
• Use the Inverted Pyramid Style (most important information at the top; least important at the bottom).
• Make it easy for an editor to learn what your news is -- put information up front and be clear.
• Realize that the news you are providing is often more important than who your company and/or executive is. Start the release with your newsworthy information, and provide details about your company later in the release.

Don't:

• Use a press release as free advertising; your press release should be newsworthy and of interest, not about a storewide sale.
• Call a reporter/editor to ask if s/he received your press release. News agencies receive hundreds of releases every month. Only call if you have important information to elaborate upon the press release.
• Expect a press release to be published because your company is a frequent advertiser with the publication/media outlet.