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Press release content should follow an "inverted pyramid" structure. Put most important information in the first paragraph, with successively less important content in following paragraphs; and keep paragraphs short. This allows end users to quickly cut the piece down to size by slicing paragraphs off from the bottom.
Try to include sound-bite worthy quotes that can be used as callouts.
The biggest challenge with writing press releases is trying to make what is typically really dry information sound fresh and interesting. Can't help you with THAT one, though!
-----Original Message-----
From: techwr-l-bounces+lynne -dot- wright=tiburoninc -dot- com -at- lists -dot- techwr-l -dot- com [mailto:techwr-l-bounces+lynne -dot- wright=tiburoninc -dot- com -at- lists -dot- techwr-l -dot- com] On Behalf Of Gregory P Sweet
Sent: Thursday, July 21, 2011 12:54 PM
To: TechWR-L
Subject: Re: any legal issues w/writing press releases ?
This is a pretty easy one actually: Don't write stuff that is not true.
Thinking it is true when you wrote doesn't count. As one of my favorite journalism profs used to say "If your mother tells you she loves you, check it out."
Other than that, follow AP style, and write your release in the form of a finished article. You stand a much better chance of being printed if the reporter can just put their name at the top of the story and submit it.
BTW- this isn't plagiarism, this is how it works. Anything not fit to print will be in the circular file moments after it's received, unless you've got incendiary stuff. Works the absolute best if you can fit your material into one of the Sunday/speciality categories. People on those beats are often part time and low paid, anything you do to make their job easier will be much appreciated.
Been there, done that, got the clips
-Greg
techwr-l-bounces+gps03=health -dot- state -dot- ny -dot- us -at- lists -dot- techwr-l -dot- com wrote on
07/21/2011 11:11:19 AM:
> From: "Monique Semp" <monique -dot- semp -at- earthlink -dot- net>
> To: "TechWR-L" <techwr-l -at- lists -dot- techwr-l -dot- com>
> Date: 07/21/2011 11:11 AM
> Subject: any legal issues w/writing press releases ?
> Sent by: techwr-l-bounces+gps03=health -dot- state -dot- ny -dot- us -at- lists -dot- techwr-l -dot- com
>
> Hello, writers (on the several lists to which Iâm cross-posting
thisquestion),
>
> Iâll be talking to someone about part-time content writing, and one of
> their needs is âturn outlines into prose for publishing to the press.â
> Iâve never written press releases before, and wonder if there are any
> specific legal things I should beware of before jumping in to the
> assignment (assuming the opportunity pans out, that
is)?
>
> And if you have any books/white papers/websites to recommend for info
> about writing press releases, that would be very welcome!
>
> TIA,
> -Monique
> ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
>
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