One of the most efficient and effective ways to disseminate information, particularly to the media and other organizations is through a press release. However, attempting to discuss what makes a good press release requires that we define, justify the need and describe the qualities of a good press release.

Definition and purpose of a press release

Simply put, a press release is a brief written summary or update alerting the media about an organization’s/project’s news and activities. The main purpose of a press release is to provide information to the media with an objective of reaching out to the public via news coverage. In addition to announcing upcoming public events such as release of study findings, a press release can help to increase visibility of your organization, remind people about what your organization does, share your perspectives about an issue and why you think some developments are news worthy.

Qualities of a good press release

What really makes a “good press release” revolves around the following attributes: content, structure, writing style and the circulation to the target audience.

Content- First and foremost good press releases bear the organizations logo or letterhead at the top including contact information. These help to increase credibility and facilitate easy identification. A good press release should attempt to answer the 5Ws and H. What is new or what happened? Who is involved, affected by or benefits from the news? Why is this news important? Where is the event happening and how did it come about?

Structure: With regard to the structure, a good press release indicates at the top whether it is for immediate release or under embargo and if so, provides the relevant date. An embargo means that media houses should not use the press release before a particular date. This should be followed by a dateline and place (usually a city and country) where the press release is being issued. A catchy title that summarizes the content grabs the attention of the journalists and makes it hard for them to stop reading precedes the opening and subsequent paragraph

Number and length of paragraphs

The first paragraph of a good press release succinctly summarizes the entire story and clearly articulate who, what, when, where, why, and how the story happened (or will happen). The additional 2-3 paragraphs describe the above mentioned elements in further detail. For instance they offer quotes from the official spokespersons of an organization or third parties such as content experts, leaders and or affected persons that may add credibility to the story.

Good press releases always use the "###" symbol to indicate that there are no additional paragraphs or pages. This is usually followed by the name of the contact person, contact details including phone number and e-mail address to facilitate provision of additional information and clarification should it be required by the media houses.

Writing style

Good press releases are written in the active voice. They are factual, short, and concise and give the journalist the essence of the story rather than the lengthy explanations. As a long as the news content is right and conforms to the publication style of the target media house, chances are high that the story will make it through for publication.

Circulation to the target audience

Once they are proof read and approved, good press releases are circulated to the relevant media houses. One effective way of doing this is by using mailing lists of your media contacts. It is therefore advisable that one develops excellent rapport with the media contacts to enable easy follow up with a phone call.

Are there any attributes of a good press release that may have been left out? Let us hear your views and comments

1. Christina Hamlett, How to Write an Effective Press Release: http://www.ehow.com/how_2243315_write-effective-press-release.htm
2. KU Work Group for Community Health and Development. (2014). Chapter 6, Section 3: Preparing Press Releases, KS: University of Kansas. Retrieved August 14, 2014, from the Community Tool Box: http://ctb.ku.edu/en/table-of-contents/assessment/assessing-community-ne...