Press release

Any information deliberately sent to a reporter or media source is considered a press release. This information is released by the act of being sent to the media. Public relations professionals often follow a standard professional format for press releases. Additional communication methods that journalists employ include pitch letters and media advisories. Generally, a press release body consists of four to five paragraphs with a word limit ranging from 400 to 500.[3] Press release length varies and can range from 300 to 800 words.[4]

Common structural elements include:

• Letterhead or Logo
• Media Contact Information – name, phone number, email address, mailing address, or other contact information for the public relation (PR) or other media relations contact person.
• Headline – used to grab the attention of journalists and briefly summarize the news in one to six words.
• Dek – a sub-headline that describes the headline in more detail.
• Dateline – contains the release date and usually the originating city of the press release. If the date listed is after the date that the information was actually sent to the media, then the sender is requesting a news embargo.
• Introduction – first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why.
• Body – further explanation, statistics, background, or other details relevant to the news.
• Boilerplate – generally a short "about" section, providing independent background on the issuing company, organization, or individual.
• Close – in North America, traditionally the symbol "-30-" appears after the boilerplate or body and before the media contact information, indicating to media that the release has ended. A more modern equivalent has been the "###" symbol. In other countries, other means of indicating the end of the release may be used, such as the text "ends".

As the Internet has assumed growing prominence in the 24-hour news cycle, press release writing styles have evolved. Editors of online newsletters, for instance, often lack the staff to convert traditional press release prose into the print-ready copy.[5]

In the traditional distribution model, the business, political campaign, or other entity releasing information to the media hires a publicity agency to write and distribute written information to the newswires.[6] The newswire then scatters the information as it is received or as investigated by a journalist. Thus, resulting in the information or announcement becoming public knowledge.

An alternative model is the self-published press release. In this approach, press releases are either sent directly to local newspapers or to free and paid distribution services.[7] The distribution service then provides the content, as-is, to their media outlets for publication which is usually communicated via online. This approach is often used by political institutions, for example. Another instance would be, Constitutional Courts in Europe,[8] U.S. Supreme Court,[9][10] and the U.S. State Supreme Courts[11] issue press releases about their own decisions and the news media use these self-published releases for their reporting.[12][13]

If a press release is distributed before the information is intended to be released to the public it is considered embargoed. An embargo requests that news organizations not report the story until a specified date or time.

Unless the journalist has signed a legally binding non-disclosure agreement agreeing to honor the embargo in advance, the journalist has no legal obligation to withhold the information. However, violating the embargo risks damaging their relationship with the issuing organization and their reputation as a writer or journalist. News organizations are sometimes blacklisted after breaking an embargo.[14]

Ivy Lee, 1905

Ivy Lee, known as the father of modern public relations, made the first press release in October 1906 about a railroad accident involving the Pennsylvania Railroad. The accident caused the death of fifty people in Atlantic City, New Jersey (known as the Atlantic City train wreck). Lee documented the accident and gave out reports to fellow reporters. The biggest turning point was the honesty that Lee wrote regarding the accident and how truthful it was.[15] The New York Times distributed his exact statement and observations.

Lee was, and still is, one of the biggest influences and front runners in public relations and press releases. On the account of Lee, press releases have evolved into a necessity for key details among companies to disclose to the public. Since then, press releases have been used to inform other journalists, PR's, and other media relation people of important events, statistics, and announcements.[16]

Look up press release in Wiktionary, the free dictionary.

Atlantic City Train Wreck, 1906. The first event that created a press release. The release was done by Ivy Lee.

Wikimedia Commons has media related to Press releases.

• Electronic press kit (EPK)
• List of press release agencies
• Mat release
• News conference
• Spokesman
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• Science by press release
• Submission software