Gaining Publicity – Writing a Press Release

Press Release Format

Press releases follow a basic format so that audiences are familiar with them within all businesses, media outlets, and more. Below is an example of a basic press release.

Contact For All Press Inquiries:
Nicole Leinbach Reyhle
Nicole@retailminded.com
312.925.8562

PRESS RELEASE
FOR IMMEDIATE RELEASE

INTRODUCING LITTLE GREEN BABY TO CHICAGO
An Environmentally Friendly Children’s Store

Chicago, IL – March 4, 2008 – The Lincoln Square neighborhood of Chicago introduces their newest neighbor, LITTLE GREEN BABY. Founded by mother of one Kim Gayeski, LITTLE GREEN BABY was designed to provide children, mom’s, and families with environmentally safe products that include organic clothing, non-toxic certified toys, natural baby products, “green” household cleaners, fresh flowers, and jewelry designed by Kim. In addition, there will be many more earth friendly based products that little ones and families both can enjoy.

After receiving a pair of pajamas as a gift for her new born son, Gayeski was shocked to see that they were labeled as “flammable”. As many new mom’s can relate to, safety was on her mind and Gayeski became inspired to create an environment where mom’s can shop for their children with ease and comfort knowing that the products sold are not only safe, but earth friendly and affordable. The concept of LITTLE GREEN BABY was born and will open in April of 2008. Grand opening celebrations will appropriately take place on Earth Day, April 22.

From the hangers to the gift wrap and shopping bags, LITTLE GREEN BABY promises to provide an earth friendly shopping experience. In addition, it will be baby proofed and baby safe so that your little ones can join you in your shopping adventures. And when shopping isn’t on your agenda, play dates, story times, mom based get togethers, and more will be featured throughout each month as a destination place to bring your children or just yourself. More dates and details can be expected with the opening of LITTLE GREEN BABY in April.

Located at 4654 North Rockwell just off the Brownline Rockwell stop, customers can expect a vast assortment of brands that include Sweet Pea Baby, Baby Legs Organics, Fish Lips Organic Wraps, Pure Beginnings, Bliss Originals, LeBlanc – Baby Linen Wash, Positively Organic, Hatley Nature, Zosephine, Little Twig, Sprout Pouch, Discovery Toys, Sam & Bellie, Baby Blanket Suncare, and more.

To request an interview with founder Kim Gayeski, to learn more about LITTLE GREEN BABY, or to RSVP for the Grand Opening Celebrations on April 22, please contact Nicole Reyhle at Nicole@retailminded.com or 312.925.8562.

# # #

The basic format of the press release above consists of the below steps that ensured it was drafted correctly, based on what the media expects to see.

Press Release Checklist

1. Contact of company distributing press release should include: Name, Phone Number, Email, Web Address. Including a physical mailing address is optional depending on your purpose.
2. Name of store, product, person, or event that is being discussed should be clear to audience in the HEADLINE, which in this case is “Introducing Little Green Baby to Chicago”.
3. PRESS RELEASE should be in all capital letters
4. Release date or immediate release acknowledgment should be identified. Most often, you should only send press releases out when you are prepared for the media to share the news immediately. Very rarely do press releases get sent in advance to avoid someone leaking the news early.
5. HEADLINE or TITLE should be in BOLD and in CAPITAL LETTERS.
6. Subtitle, if included, should be capitalized and lower cased, as used above in the example.
7. Font should be Arial or times new roman with exception to the headline, if desired. This is because it transfers well in sent documents and is a more professional font with easy reading capabilities.
8. Include the city and state at the start of your press release (refer to the example for format placement).
9. Include the date in which you are sending your press release (refer to the example for format placement). This date is the date you are sending the release, not necessarily the date you want it released, which should already be identified above.
10. The content of the press release should be concise and clear while exciting. Make sure to cover the 5 W’s.
11. When you are finished with the press release, repeat the contact information provided at the top of the page along with reasons the media may want to get in touch with you.
12. To identify you are done, put 3 # signs at the bottom center of the page. This is simply for formatting issues. It identifies that the press release is completed.
13. If you were to have a two page press release, you would put # 1 # on the first page and # # # on the second page.
14. Most press releases should not exceed one page.  I encourage you to keep this format in place in an effort to capture your audience’s attention and keep it. Press releases that are too long can often lead the reader to get bored and move on to something else.