Press Releases 

Getting Recognized 
Is your community doing good work but going unnoticed by the media? Do citizens in your community generally know less about your program than they should? If so, you should consider the use of press releases to help provide notice of events or issues that are important to the community. A press release can be the single most effective tool for informing the public about a specific issue or subject matter. It can also make the difference in whether or not an event succeeds. 

A press release is a tool an organization, group, or individual can use to notify the public regarding an issue or even. Press releases generally serve two purposes. They may announce an even or subject that has already occurred and give specifics about that event, or they may announce forthcoming events or subjects and tell what can be expected at the event. A press release can also be used to keep the public informed about issues off community-wide concern. Generally, press releases are directed toward media facilities, such as newspapers and radio or television stations, that have the capability to disseminate the information to the public. Press releases can also be sent to non-media organizations, such as local or regional foundations or community groups, for informational purposes. 

The Successful Press Release 
A successful press release provides the intended receiver with as much information in as little space as possible. Brevity is key to the process. A press release generally should be no longer than a few paragraphs and should contain the following information: a contact person and his or her phone number who can supply additional information; a main heading that identifies the topic of the release; a first paragraph that announces the topic of the release followed by times and location of the event; a brief description of the participants and the subject matter; if possible, quotes and comments from individuals associated with the event; and answers to the journalism questions "who?", "what?", "when?", "where?", "how?", and "why?" 

As a general rule, a press release should be sent out 48 to 72 hours in advance of a forthcoming event and within 24 hours of an even that has already occurred. It is important to remember that delaying a release can jeopardize your chance for receiving publication of your even. For bi-weekly or monthly periodicals, plan on submitting your press release at least a week in advance. To ensure timely publication, prepare ahead of time by know the media your are likely to target and their publication deadlines. 

A news organization is most likely to use your press release if the top managers know you and are generally familiar with your program. If you do not already know the news director at your local newspaper, radio station, and television station, make an appointment to introduce yourself. Provide information about your organization and what it is trying to accomplish. 

It will also be very useful if the press release is prepared in a way that requires little or no additional re-writing or formatting to be ready for publication or announcement. Find out from the news directors the format they would like you to use in preparing your press release and the most appropriate days and hours that press releases should be sent to them. In today's fast-paced world of telecommunication, electronic facilities have become quick and efficient tools for sending information. Today the most common method for sending press releases to various organizations is through the use of fax machines and personal modems. Both these methods are efficient and cost effective. Once you have sent out your press release, it is always a good idea to follow up with a phone call to each of the organizations and confirm that the release has been received. You can also confirm whether that organization plans to attend your even or just follow up about the issues covered in the release. 

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