FOR IMMEDIATE RELEASE

(insert your logo here)

Main Title

Sub-title

Date, Place – begin body of release. This first paragraph should include the most

important information by answering who, what, when, where and why. It should be

about

this…………………………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………………………………

………………………………………………………………………………………long or so.

The next two paragraphs will elaborate a little more on the topic. It is best to include a

few quotes from either the spokesperson of your organization or someone pretty high

up in the food chain. The whole of this release should follow the inverted pyramid

format – that is to say, the most important information first, trickling down to the least

(but not ‘un-‘) important information. These next two paragraphs can be about

this…………………………………………………………………………… long or so.

[3rd

paragraph]………………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………………………………

………………………………………………………………

At the bottom of the release [here] you will want to include your boilerplate. This is a

few succinct sentences that includes standard information about your company; an old

newspaper term meaning a block of standard text that's used over and over again (on

news releases, in brochures, etc.). For example, “The Acme Company has been providing

quality widgets to companies all over the world since 1952. An award-winning leader in

their field, Acme Company puts product quality and employee safety first.”

Next, you will insert either ### or -30- as follows in the middle of the page:

###

This indicates that the release is done. If you must run over onto a second page (one is

always best, but two is often used) than you would write –MORE- instead of the ###

and continue the release on the 2nd

page (ending that page with ### or -30-).

Under this, on the left hand side, you will indicate the source from where/whom the

information is coming and some contact information. For example:

Information/Contact:

April M. Stewart, CPRS

Media Director, Acme Company

Tel.: (450) 370-8357

Fax: (450) 264-8284

april@albapr.ca

www.albapublicrelations.com

NOTES:

� You should always include ‘For Immediate Release’ at the top so that media

outlets know that this information is allowed to be released. You can sometimes

write “EMBARGOED UNTIL RELEASE AT 8:30 A.M. EST, FRIDAY, JANUARY 30,

2011”. However, much like when you say ‘off the record’ and it often isn’t, there

is always the chance that someone will leak your story.

� Your main title would be the news ie: Acme Appoints New President. Your

subtitle would provide a little more detail to pique the reporters’ interest, for

example: New company president rose within the ranks and comes with 15 years

industry experience.

� Indicate date and place like this: November 22, 2010 Montreal, Quebec –

� It’s always a good idea to include several ways media can reach the contact

person and of course to add your website to help them with their research

(especially if your media kit is on-line).

� News releases are written in third person and in a ‘news-y’, journalistic style.

� Don’t forget to add your logo – it’s all part of branding your company.

� Avoid using industry jargon that those outside might not understand.

� Do NOT try to sell yourself or your company in a news release – a reporter will

smell this from miles away and promptly discard your release. If you don’t have

any actual news it’s best just to never mind. However, if you are creative enough

you can make something that might seem un-newsworthy at the outset become

something newsy enough that a reporter will run with it. For example, want to

get your business’ name out there, but there’s not much going on? Create an

award or a Top 10 List; hand out the award at a small ceremony and make that

the focus of the news release – which will, of course, include your company’s

info.

� Stay away from hyped-up phrases like "breakthrough", "unique", "state-of-the-

art", etc. Everyone tries to claim this and it is just smacks of advertising to a

journalist.