Elements of a Standard Press Release: Small Business Marketing

Marketing - Publicity
Elements of a Standard Press Release

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Elements of a Standard Press Release

The “pitch” letter
The first piece of information that an editor should see in your press kit is your “pitch” letter. This letter needs to immediately grab the editor’s attention. It should be typed or printed on a letter-quality computer printer in black and on standard-sized 8.5” Ą 11” stationery. Ideally, it will be printed on your company letterhead. It should be personalized because editors typically disregard “blind” or “cold” letters.

Press release
The next piece an editor will look for is your press release. This piece should describe your product or service in detail and should provide the editor with enough newsworthy material to enable him or her to write a story about your product or service directly from the release. The press release should also be typed or printed on a letter-quality computer printer in black on your letterhead stationery.

Business card
Include your business card. Your business card should contain your name and title, company name, address, phone, fax, and/or any other communication avenue open to you e-mail or other. You should staple it to the top left-hand corner of the “pitch” letter, or at the top left-hand corner of the press release, if you have decided against enclosing a “pitch” letter.

Company background
A company background gives a short history of your company. It often includes profiles of key players within your organization. Again, it should be printed on your letterhead in the same manner as the “pitch” letter and the press release. Include the name of your company as a header or title, in larger type, at the top of the page. Indicate that this is the company background.

Photos
Photos or slides of products can support the press release and create a more compelling story for your product. Use color photos if possible.

Testimonials
The testimonial sheet should be a one-page collection of quotes from anyone who has used your product and is willing to publicly support it. Again, use your letterhead for the testimonials.

Data sheet
The data sheet should contain all of the important statistics about your product including, if applicable, size, weight, pricing, components, materials used in manufacturing, as well as a part number. Print it on letterhead with “Data Sheet” centered in bold at the top of the sheet.

Folder
The folder, which will hold all of your press materials, should be simple in design—perhaps your logo in two-color. The folder size should be 9” x 12” with an insert on the right- or left-hand side for your business card.

If you are reluctant to spend the money to have a custom folder designed and printed, many office supply stores carry folders in a variety of styles and colors.