Press releases play an important role in promoting community events. I am going to share some tips and personal experiences with you so that you can report events that are happening in Lake County. It is a great way to help local schools and non-profit organizations in their endeavors to make their fundraisers a success.
First let me begin by telling you the definition of a press release. A press release is simply a statement prepared for distribution to the media. The purpose of a press release is to give journalists information that is useful, accurate and interesting.
I suggest starting out by brainstorming about the event. You need to know the who, what, where, when and why concerning the event before you start writing the press release. Obtain factually correct yet concise answers to each of the questions.
Ensure that all important questions are answered and that the reader will have no lingering questions regarding the event. Let others speak for you by use of quotes. My recent experience has taught me that a good press release is neither a news article, nor a publicity flyer, but a sort of balance between the two.
You should start out strong, with the first paragraph providing the core details of the release. Subsequent paragraphs, if any, will provide more detail, but will be optional. This allows the editor to cut from the bottom and use as much of your release as he or she has space for.
Your release should be between 200 and 400 words. Avoid too many adjectives, redundant language and exclamations. Also avoid expressions and quoting yourself. Include only vital information. It is important to provide contact information such a contact name, address, phone number and web address.
Photos are a great way to draw attention to your press release. In order for your photo to be used the quality of the image must be good and should be sent as a JPEG image (300 dpi).
Group photos are discouraged. When using photos you will need to identify the people in the photo from left to right. Please be sure that the spellings of the names are accurate. Always proof read before sending in your press release. Make sure your writing is clear and straight to the point.
When sending in a digital picture by e-mail you will need to add a text “cutline.” This is a description of what is taking place in the photo. Event photographs should be sent in with the same e-mail as your release. Note that a photo is attached in the body of the e-mail. It is a good idea to follow-up with a phone call or request a confirmation that your email has been received.
Press releases should be sent in at least two weeks prior to the event. You can request that your release also be placed in the Calendar of events.
Journalists receive so many press releases a day. They have set standards and expectations that you must conform to just to have your release read, let alone published.
However, don”t let that discourage you. I have had my fair share of unprinted press releases. It has taken me awhile to have conformed to the journalistic standards. Once you get the hang of it, you too will have your press release printed “as is” or at least close to it.
Tips for distributing a post event press release:
? Timing of distribution ? send the press release and any photographs as soon after the event as possible in order to keep the story fresh and current.
? Event Photographs ? Take photographs of the event in order to add something extra to the story as well as give you a memory of your efforts in organizing your event. Take a variety of photographs, including shots of participants taking part in the event and key moments.
Another great way to follow-up after your event is to send in a thank you letter to the community desk acknowledging individuals who contributed to the success of your event. Be sure to mention how they contributed to the event, such as volunteering or donations. When submitting a thank you letter, include the author”s signature. Thank you letters must come from individuals who speak on a group”s behalf.
In the end though, there are really two elements that define a good press release: It needs to be brief, and it needs to contain factual information. Stick with the facts and you”ll be on the right track to writing a good press release.
Please send event information and thank you letters to communitydesk@record-bee.com and to news@clearlakeobserver.com.
Help packets will be available free-of-charge at Lake County Publishing”s main office at 2150 S. Main St. in Lakeport.
Rene? Lopez is a former office manager for BiCoastal Media and is currently a freelance photographer in Lakeport. She can be reached through her Web site, www.megapixphoto.com.
Don”t forget to write!
The Clear Lake Observer*American welcomes letters responding to articles and opinions that have appeared in this newspaper, as well as on topics of general interest. Letters can be sent to letters@clearlakeobserver.com or mailed to PO Box 6200, Clearlake, CA 95422. Please include complete name, address and telephone number. Anonymous submissions will be discarded.
