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Writing Press Releases
Whether you're a pure science researcher or a literature tutor, chances are some of your projects warrant publicises to a broader audience. Here are some useful tips on writing press releases.
Press releases announce important or unusual new work or events. Their intended audience is usually the local news professional, working either in print (newspapers or magazines) or radio/TV. Sometimes press releases are sent to specialty audiences.
Most press releases are limited to one page, maybe three to five paragraphs in length. The first paragraph, often called the lead paragraph, should answer the questions who, what, where, when, how and why this event or work is newsworthy. Use bright active verbs and write tightly, limiting the sentence to 30 words or less.
The remaining paragraphs can add more detail, perhaps even a clear relevant quote from an important person.
Terrific news releases carry enough background information so the reader can place the information in context. Successful press releases also sidestep jargon and acronyms, or spend the time to explain the words used. It helps to have a colleague read and edit a press release before sending or faxing it out.
Good press releases also deftly explain numbers in a concrete way understandable to your intended audience. It's best to avoid inaccuracies of any kind, so double-check your numbers, spelling and grammar.
Oddly, what is often overlooked in the standard press release is a way to contact you for more information. Include easy-to-find addresses, phone and fax numbers, and e-mail addresses. If applicable, state a release date on the press release (such as, release after 5 December) or state that the information is "for immediate release."
Writing for television or radio
Writing press releases for use on television or radio follows the same rules of content. But the releases are writing in a different format, one allowing for ease of reading aloud over the air.
The average reader can read aloud about 150 words in one minute. Chances are your press release, or "public service announcement," will have to fit within either 10, 15 to 30 seconds of air time. That means all the information must fit within 60-70 words for a 30-second announcement. Write your announcement, then read it aloud while timing yourself. With a little practice you can get a fair idea of the number of words allowable in the time frame.
Write for the speaking voice, and not the reading eye. Use words that are easy to pronounce and clear in meaning.
Some stations might ask you to record your own announcement onto a cassette tape. If so, please visit the Media Centre Audio unit for a professional quality recording.
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