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How to Write a Press Release
So they get read and released
by Demian
© 2007, Demian
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The clearer your releases, the less an editor will need to guess at what you may have meant.
- Press releases should contain only the most important information:
Who
What
Why
When
Where
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Sample Release
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Press Release
March 22, 2004 - for May 25th release
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Header, release and embargo date
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“Michelangelo’s Models”
by Robert Patrick
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What & Who #1
Title of production and author
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A romantic comedy set in 1506 Rome. Michelangelo at 33 is the most noted artist in Europe, and must decide what to do with his talent, power, and life. Three older artists (DaVinci, Botticelli, and Bramante), and three beautiful young men (a hustler, prince, and peasant) offer possible “models” for Michelangelo’s future life and loves. Pope Julius II, the painter Raphael, and beautiful Simonetta Vespucci (the model for “The Birth of Venus”), become entangled in the romances and ruses of this Renaissance romp.
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Why #1
This is your pitch, the play’s content. Titles reveal little. For instance, one would never know that “Vengeance of the Hell-Breath Riders” is a musical comedy. Briefly mention:
- genre
- main characters
- main dramatic conflict
Do not go into plot-point details.
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Cast includes: C. Rice, C. Powell, H. Kissinger, and special guest A. Greenspan.
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Who #2
Cast List
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“Patrick has given us the essence of the Renaissance, both its loftiest aspirations and its basest motives, thus making it human and easily integrated.” - Michael’s Thing, New York
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Why #2
Reviews, Praise from Others, Awards - These are optional.
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Directed by J. Ashcroft and Italian Renaissance scholar M. Buonaroti
Produced by D. H. Rumsfeld,
Presented by Theatre for Indifference
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Who #3
Production Personnel
List only top staff.
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Play dates: June 4-July 10, 2004
Times: All shows 8pm
Kind Gentle Theater, 1 Bush Blvd., Bagdad, D.C.
Wheelchair accessible
$15; $12 students, seniors, teachers
Contains nudity: adults only
Reservations: xxx-xxx-xxxx
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When & Where
Important Data: Date, Time, Place (full address includes street, city and state), Wheelchair Access, Cost, Adult Warning, Box Office
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Photo attached: C. Rice (Simonetta), C. Powell (Botticelli)
Photo by George Eastman
More photos at http://web.site.url.com/photos.html
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Who #4
People in photos are always listed left-to-right.
Always credit the photographer or poster maker.
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Contact Ms. Publicity Maven at Kind Gentle Publicists:
206-xxx-xxxx; pub@kindgentle.com; http://web.site.url.com
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Who #5
Contacts for more information.
You know the drill: Always Leave Them Wanting More.
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Common Writing Errors
- Self-inflicted praises about the author/director/actor/producer is easily seen as amateurish and, hence, to be ignored. Especially if the author/director/actor/producer is one-and-the-same.
- Keep it Very Brief — One printed page is enough.
Most news desks get 200+ releases a day. They usually do not have time to read more than the first two paragraphs.
- Run your spell checker and your grammar checker in your word program, before copying the text to e-mail.
- Era dates should be “90s” not “90’s” They are not possessive.
- Use lower case for position titles. Should be “André d’Artiste, artistic director” not “André d’Artiste, Artistic Director”
- Theater locations should have full addresses, including the city and state. Many releases are sent with only a street address. As releases are sent all over the world — especially by e-mail — it is rude to expect every to know where your favorite cozy theater is located.
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Common E-mail Mistakes
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Item
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Problem
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Solution
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HTML formatting
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Many e-mail readers cannot translate HTML.
Viruses get passed through HTML.
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Turn off the HTML.
Send message as Plain Text.
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ALL CAPS
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Rude. Irritating. Visually like shouting.
Cannot tell difference between a title and a descriptive.
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Use capitol letters only for:
- First letter of a sentence
- Play and book titles
- Proper names (not staff titles)
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Large image file attachments
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Takes huge time downloading.
95 percent of Internet users are on 56k.
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Send small files and ask if larger files are desired.
Send links to a Web page with large images.
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Web address unlinked in e-mail
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Requires copying or retyping
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If you put http:// before your Web URL, most e-mail readers allow a simple click to launch the browser. Example:
http://www.buddybuddy.com/pc.html
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