1. a statement prepared and distributed to the press by a public relations firm, governmental agency, etc.
2. the message you want the world to hear about you/your show/your project/your product.

Ask yourself the following questions and write down your answers to help gather the information for your press release.

  • What do you want the world to know?  
  • How do you want to describe what you are sharing?
  • Who is the contact to speak with to learn more?  
  • When can the news be made public?
  • Where is this happening?
  • Bonus: Why is it important?

Once you’ve answered them, start to put them in order, starting with the most important information, your headline.  You also need to share the contact details and the news or information, doing so in your brand’s voice, and with the aesthetic that reflects what you’re doing – a template and point of view need to be established overall.  

Press releases are the best way to get your message out into the world on your terms and they’re important because they help you direct the information that you’re sending into the world.  They should be one of the first things that you create after your bio or about page, and you need to send a press release out with enough time to allow you to market yourself as well.  This means different things for different people and projects.  Your timeline will be different for a one night only event or concert than it would for a longer running show, or a product launch.

Long lead (monthly, quarterly, etc) print magazines are confirming their calendars sometimes four months out.  Weekly magazines (also known as weeklies) are maybe closer to 6 weeks out, so when judging how much time you need, think about what the lead time an outlet might need, your timeline, and if you need to sell tickets.

This course is designed to take 8 weeks, and starting 12 weeks out from your event, product launch, or show.  That way you get an extra 4 weeks to really implement what you’ve learned.

Back to releases.  Your press release will be sent out to the media that cover similar stories, and we’ll get more into specifics of who that is in the relationships lesson.  Logistically, when sending a press release, I prefer to include an attachment PDF along with the text/content in the body of an email (you might have to compress any images to make it work).  Don’t forget to feature your website prominently along with your social handles.  Include a link to a Dropbox or cloud storage to make sure that the media has access to the highest resolution images that you can offer (150 dpi or higher, friends.  150 dpi is the minimum quality for print-worthy images).

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