Begin with the words "FOR IMMEDIATE RELEASE". This tells the station that the information contained in the press release is ready to be broadcast. Don't send a press release until you are ready for the information to be aired immediately.
Write a compelling title or email subject header. Grab their attention with an exciting or interesting title that encompasses what the press release is about in just a few words.
For an event, list the event name, date, time and place in bullet form before the first paragraph begins. Don't use words like "today" or "tomorrow" as you don't know when the information might be aired; instead use specific dates.
Put all the most important information in the first paragraph. A good lead includes the "who, what, where, when, how and why."
Structure the rest of the press release in "pyramid style" with the most important information first, and subsequent information following in order of descending importance. Use as few words as possible to get your message across. TV news departments are busy, fast-paced, high-stress places. Stations can receive hundreds of press releases each week. Write your press release in such a way as it can be quickly scanned for the most important details.
Use bullets, large and bold font, italics and exclamation points -- but don't go crazy. The release should still look professional.
Explain why this is big news or why it's a must-see event. If you've got a famous guest speaker or performer, write it in big letters near the top.
Make sure the release is well-written and free of spelling and grammar errors. The more the station has to edit your release, the less likely they will be to use it. Sloppy and badly written material doesn't reflect well on your organization or event; the idea is to make your information appealing to the station, not to turn them off.
Make it as easy as possible for the station employees to contact you; a press release without contact information is worthless. If the reporter has no one to contact for more information or to set up an interview or appearance at the event, the story may not air.
Include a contact name, email address, phone number, mailing address and website. Put this information at the end of the press release, in bullet form.
Prepare the contact person to be interviewed.
Most press releases arrive at stations via email or fax. You can also mail or drop one off in person, but don't flood the station with multiple copies of the same release.
If you'd like, send one release as an announcement, one when status changes like tickets going on sale, and another the week of the event as a reminder.
Make sure you send it to the right person---find out the name of the station's news director, assignment editor or public service announcement (PSA) coordinator.
Give the station plenty of time to review the press release and put it into their newscasts as they see fit. If you send a press release and expect the information to air that day, the next day, or even that week, you may be disappointed. An initial announcement should be sent at least one to two months in advance.
A day or two after you've sent the release, follow up with an email or phone call just to make sure the station received it.
Don't send a press release after an event has occurred; media outlets care more about what's happening now and in the future than about what's already happened.