How to write a great press release!February 28, 2011

A great press release can make you or break you and is an absolute must in the music industry today.

A press release is designed to be sent to media outlets and journalists in an effort to turn your “newsworthy” story into real news. Competition is fierce and a great press release is essential if you want to make any break in the market.

A press release is your best chance to get the press buzzing about your band and there are a few tips to follow to ensure you are not only gaining publicity, but the right kind of publicity.

Before getting started you should consider exactly what form of press release you are looking to develop. The three main options are a tour press release, album press release and a “newsy” press release. All three follow a similar structure however each have defining characteristics that you should follow in order to communicate the appropriate information to the media. Just remember all press releases are about generating news, so make sure it is something newsworthy.

Things to include:

• Header: The header is at the top of the page for a reason, it is your first chance to gain the reader’s attention and make a good impression. It must be centred at the top of the page and contain the band’s name and the album or label name (when appropriate).
• An attention grabbing headline: The next step is to develop an attention grabbing headline. The headline is the single most important sentence of your press release and you should take the time to develop something that is appropriate and creative. It must define the release, but in a way that makes the reader want to read on. Bold headlines draw attention, so don’t be afraid to be dramatic. Capitalize the first letter of all words, but do not use all upper case or exclamation marks as this can convey your release as an advertisement not a news story.
• Date/location: No matter how great or newsworthy your press release, without this vital information you essentially have nothing. There is no point attracting mass attention if there is nowhere to direct it. Put simply, readers cannot attend your gig if they do not know when or where it is.
• Contact info: Similarly, interested readers wanting more information or to get in contact with you cannot do so without this information. Ensure you can be easily contacted through the details you provide, or provide the details of a manager (or similar person) who can be easily contacted.

Things to avoid:

Even a well-written press release can be spoilt by the smallest flaws, so there are a few key things to avoid:

• Bombarding media outlets with press releases. This serves no purpose than to give you the wrong reputation. Only develop and send press releases that are newsworthy and you feel a journalist will be encouraged to report.
• Press releases longer than two pages. Releases are most effective when they are under 500 words, clear and to the point. They should be treated as a base for journalists to develop a news story from rather than to tell an entire story.
• Writing in the first person. Just like a news release, a press release should always be written in the third person as a report rather than a story. Similarly, don’t be afraid to use Quotes from band members or outside sources to add more interest and include important information.
• Grammatical errors. Always proof read, twice. No matter how cliché, your press release will not be taken seriously if it contains grammatical errors.

Remember to:

• Always proof read: As trivial as it sounds, it is a crucial step before sending your press release, and you cannot rectify grammatical mistakes after the release has been sent. Errors also give out the wrong impression and make your act look unprofessional.
• Research templates: If you do not know how to correctly format a press release, then do some research. Make sure the template is appropriate for the type of release you are writing and don’t be uncomfortable to have an outside source check over your release before finalising it.
• Send it to the appropriate outlets: Do some research before you send you press releases to ensure you are sending it to the correct media outlets. Do not send a press release for a metal band to a jazz magazine, or notice of a Victorian show to the Brisbane press.
• Check timing: A street press magazine who publish issues every week will not be interested in a press release for an event six months away, and a quarterly magazine won’t be able to help you for a launch next week!
• Include contact details, dates and locations: Otherwise they can’t get in touch!