How to Create a Quality Press Release

Tips:

Say the most important thing first.
And say it plainly. Remember, you're writing to a seventh-grade audience.
Cover the basics:

Who
What
When
Where
How
Why
One page is preferable.
Always include an explanation paragraph about your organization SOMEWHERE in the release -- either in the middle, if it makes sense to put it there, or as the very last paragraph. NEVER at the beginning.
Remember, in a press release, people say, or, even better, they said. Say, said, say, said. No one concludes, reiterates, explains, expounds or pontificates. Nor do they carry on, gesticulate wildly or sermonize, although they have been known to add.
Short sentences are better than longer sentences.
Short paragraphs are better than longer paragraphs.
Always include a contact phone number for more information.
Don't assume people know what abbreviations mean -- spell them out on first reference.
Invest in an Associated Press style manual to learn when and how to abbreviate state names, when to write out numbers or put numerals, and the proper spelling of Jell-O, among other things.
Quotes are good if they don't sound contrived.
Editors also love graphics, photos. Doesn't mean they'll always use them, but it's worth a shot.

Remember, though, there is no guarantee that the newspaper or any broadcast outlet will use a given press release; that final decision lies with the media outlet, not you.

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