Writing a press release to announce important events in your film production is an excellent way to increase publicity and interest. The most important thing to remember is to write it in a way that means journalists can copy and paste information directly into an article; the easier you make their job the more likely they are to carry the story! I know that from my experience as a newspaper journalist…
This is an actual press release we sent to newspapers and magazines, in PDF format, here: PRESS RELEASE LINK. Take a look and notice these following points:
- Make sure you have something newsworthy.
- Format: A clear format, with a film logo and news feel to it.
- Date it: In the top right it has a release date (in this case 23 April 2009). This is especially important if you don’t want your news released until a specific date, and makes it newsworthy.
- A bold and interesting headline. Find the key most interesting aspect of your news that will catch the newspaper’s attention. In this case it was popular local actor Brian Capron’s name.
- The first sentence of a press release should be a short summary of the news. The following sentences and paragraphs provide supplementary information.
- Provide clear and detailed information, with full names, dates and locations.
- Spell check and ensure it reads like an article with appropriate grammar.
- Don’t use unnecessary flowery language and keep it objective –use an impartial voice.
- If you want to include opinion you can create your own quotation, as seen here with a quote from the director, as if he had been interviewed. This saves time for the journalist –they don’t have to call to get a quote!
- At the end provide contact details for more information and if possible always say that cast and crew are available for interviews.
- Send by fax and e-mail (PDFs are ideal).