Whenever you write a press release you need to concentrate on the 5 Ws (who, what, where, when, and why would they be interested).
Your press release should be quick and easy, let’s say 3-5 short paragraphs max! Make sure that your header line or subject is catchy. Also understand that editorial staff will only write something if it benefits their publication/readers in some way. What kind of vacation? Why would they want to write about it? Step outside of your head when you write up your press release. Ask yourself if it’s newsworthy? Then go into your 5 Ws.
Let’s say, for the sake of illustration that you own a travel agency, and your goal is, of course to get a review in magazines/newspapers about your company, BUT to get new clients as well. (I’m not sure if this is what you’re trying to do). Furthermore, let’s say that your travel agency just made a partnership with Royal Caribbean Cruise Line and you have a new package (3 days/2 nights etc, etc) to offer your clients that is not selling like it should. So you work out a deal (barter) with the editorial staff of a small travel publication whereby they write a review of their overall experience working with your company in booking this trip.
Now you have something that is of interest to any editorial staff. So your press release would look something like this….
FOR IMMEDIATE RELEASE
Main Street Travel Agency
2000 Park Avenue
Washington, DC 20020
Main Street Travel Partners Up With Royal Caribbean (this should be bold and centered)
The Weekend Sizzles with the sass of the Bahamas (this should be italicized and centered)
WASHINGTON, DC –November 20, 2011 – This is the most crucial paragraph, because you are going to need to catch your reader’s attention by introducing the who of your press release – this is a teaser paragraph. The who would be your company and this paragraph should be no more than three sentences. This paragraph can make or break you when it comes to the press because your reader needs to know why they should be interested.
Let your second paragraph feed off the first – the difference is that you should be writing in a funnel style, meaning that as your press release progresses, it gets more specific. Talk about your company a little more and introduce “the holiday” package let’s call it the Weekend Sizzler.
This paragraph entices your reader. So it’s more about the Weekend Sizzler, the 3 days and 2 nights at the such and such five star hotel in the Bahamas, the breathtaking views, and relaxing break from the monotony courtesy of Main Street Travel and Royal Caribbean. You need to put a quote in this paragraph discussing how incredible the package and the partnership are, i.e. “We at Main Street Travel are simply ecstatic about our new partnership with Royal Caribbean Cruise lines,” said Director of Sales Joe Lastname in a recent interview.
This is a good wrap up paragraph where you summarize your main points and wrap it up. You can stick another quote in here as well. “Bringing a little slice of paradise to every customer, that’s what Main Street Travel is all about,” further added Joe Lastname.
If you have any credentials, or memberships you can list them here. If not leave this part out and end it.
For more information on Main Street Travel contact Your Name at (202)555-2020 or go to http://www.mainstreet.com
(The number signs should also be centered and tell you that the press release is complete.)
Once you practice writing it a few times, you will find that drafting a press release is actually a piece of cake.