How to Write a Professional Press Release

What is a press release? A press release is pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product.

How is a press release used?

Press releases are often sent alone, by e-mail, fax or snail mail. They can also be part of a full press kit, or may be accompanied by a pitch letter.

What is the proper press release format?

Here’s a sample press release template you can use to format your press release correctly:



Sample courtesy of: Publicity Insider

Note: The three #’s mark the end of the press release.


What should I put in my press release?

Stop right now and click here to read our in-depth advice about packaging yourself as newsworthy. This is an important step – so don’t skip it! Let’s stick with the theme presented in that report: you run an vitamin web site specializing in weight-loss products. Through the process described in the report, you’ve nailed down a nice, newsworthy topic – teenagers and how they deal with issues of weight. But that’s a broad topic, not a story. In the report, we provided a number of ideas for potential stories. Let’s pick the first one and craft a press release. The story: What do kids think about a “thin is in” society? As you sift through your message boards looking for quotes, you see a trend appearing. There are lots of messages criticizing Hollywood actresses and pop singers for being too thin. Many girls are saying that seeing these women make them feel bad about their own bodies. A number of the boys are pointing out that they don’t find ultra-thin women appealing. Now you’ve got your angle — your hook that will grab a reporter’s attention: Teenagers think that a “thin is in” society pretty much stinks. Now let’s get writing.


Press Release Headline

Before you write a word, remember this:

The reporter isn’t interested in helping you make money or driving visitors to your site. He’s looking for a story that will be interesting to his readers and pleasing to his editor. He could care less about your great selection, super customer service and commitment to quality. He wants to know only the info that will help him craft a good story about teens and their weight.

Take your ego out of it. Take your natural inclination to sell, sell, sell out of it. Look at your story with a cold, objective eye. OK, let’s get to our press release headline. State your most exciting news, finding or announcement in as few words as possible. Emulate the headlines you see in the newspaper every day.


Don’t worry, you’ll get to plug your website soon enough. In the meantime, you’ve just thrown a meaty hook at the reporter.


The Press Release Subhead

Subheads are remarkably useful tools, yet usually overlooked by press release writers. Basically, the press release subhead gives you the opportunity to flesh out your angle and further hook the reporter, without stepping on the drama of the press release headline. Here’s a headline/subhead combo I might use for this press release:


Website Forumgoers Weigh In: Teens Don’t Find Ultra-Thin Celebs Attractive; Girls Say Negative Self-Images Reinforced by Hollywood’s Super-Skinny


The Press Release Lead

It’s Journalism 101 — the lead paragraph includes the who, what, when, where and how of the story. If the reporter were only to read the lead of a good press release, he’d have everything he needed to get started. There’s no room for BS, hype or sell. Just the facts.

Bad Press Release Lead Recently on, an online store dedicated to selling the best herbal products, teenagers had the chance to say what they thought about weight loss and whether a society that pressures young people to be thin is a good thing or a bad thing. Good Press Release Lead America’s teenagers are angry at Hollywood for glamorizing ultra-thin bodies, and many girls say they feel too self-conscious about their bodies as a result of watching TV, movies and music videos. The findings are gleaned from more than six months of ongoing discussion and debate at the website According to President John Smith, anger and resentment toward the Hollywood ultra-thin runs deep, particularly among teenage girls.


The Rest of the Press Release

The balance of the press release serves to back up whatever claims were made in the lead and headline. In this case, you’d pull some quotes from the message boards (an aside here: if you really were to pull quotes in this fashion, you should only use the poster’s name or identifying information with his or her permission. Otherwise, simply say “a 14 year old boy said…” or “a 16 year old Midwestern girl added…” Also, if this technique appeals to you, be certain that a disclaimer appears on your message boards notifying posters that all posts become your property and copyright). Use enough supporting material to make your case, and to demonstrate that, whatever angle you’re promoting, it wasn’t something you slapped together carelessly. Next, a quote will help put in some perspective:

“I was surprised by the level of anger expressed in these messages,” Smith said. “Teenagers are far more clued into this issue than most people would imagine.”

Or, you might ask an expert for a quote:

“This demonstrates once again the need to teach young girls and boys about how to develop a positive self-image,” said Jane Doe, author of “I Like My Body Just As It Is”. “ has done a true service by bringing these attitudes to the public’s attention.”

Finally, spend a sentence or two describing your company and what you do: was founded in 1997 to provide consumers with a wide choice of vitamins, supplements and herbal products. The site offers a range of articles, research materials and message forums for the health conscious consumer.

This paragraph is known as the “boilerplate” — an old newspaper term meaning a block of standard text that’s used over and over again (e.g. the explanation of symbols on the stock price page). In this case, it’s text that you might use at the bottom of all your releases. Place your boilerplate right above the # # #’s. One more trick: below the ###’s, add a line that says something like:

If you’d like more information about this topic, or to schedule an interview with John Smith, please call Pat Brown at 555/555-2222 or e-mail Pat at


Some Key Things to Remember

  • Stay away from hype-bloated phrases like “breakthrough”, “unique”, “state-of-the-art”, etc.
  • Always write it from a journalist’s perspective. Never use “I” or “we” unless it’s in a quote.
  • Read lots of good newspaper writing, such as the New York Times or the Washington Post to get a feel for the style.
  • Shorter is better. If you can say it in two pages, great. If you can say it in one page, better.

DePuy ASR Hip Lawsuit News: Plaintiffs Attorney Alleges J&J Pursued Profits Over Safety; Asks for as Much as $180 Million in Damages

Los Angeles, Calif (PRWEB) March 01, 2013

As the jury deliberates over a verdict in the nations first DePuy ASR hip lawsuit to go to trialof potentially thousandsthe Rottenstein Law Group responds to the plaintiffs attorneys assertion during closing arguments that Johnson & Johnson subsidiary DePuy Orthopaedics knew the recalled ASR hip replacement implant was defective but continued to sell the device.

Attorneys for Loren Kransky, 65, of South Dakota, allege that the faulty design of the ASR caused metal ions, created by friction between the ball and cup of the hip implant, to enter Kranskys bloodstream. They also allege that the devices poor design made it extremely difficult for Kransky to walk without immense pain. They are asking for $ 338,000 for medical expenses and $ 5 million for Kranskys pain and suffering. For punitive damages, Kranskys attorneys are asking for between two and five percent of Johnson & Johnsons net worth, or between $ 72 million and $ 172 million, according to Bloomberg.*

Evidence throughout the trial has indicated that DePuy executives allegedly were made aware of the ASRs particular inclination toward failure, said Rochelle Rottenstein, principal of the Rottenstein Law Group. It was shown through testimony from DePuy employees, in addition to company emails. The jury has a lot to work with, but the hope is that Mr. Kranskyand the thousands of others whose trials are pendingwill ultimately receive the compensation for their alleged injuries that they deserve.

The Rottenstein Law Group encourages hip implant recipients to download an informational brochure from this website to learn more about the DePuy ASR and lawsuits.

DePuy is currently a defendant in more than 10,000 lawsuits nationwide, most of which are part of a multidistrict litigation, which is a consolidation of federal cases for pretrial proceedings (MDL-2197). The ASR Hip Resurfacing System and the ASR XL Acetabular System, which went on the market in 2005, were recalled in August 2010 following reports of high failure rates. DePuy said at the time of the recall that the ASR hip replacement system has a 12 percent failure rate, but an Australian device registry found that failure rate to be closer to 40 percent, according to Bloomberg.**




The Rottenstein Law Group is a New York-based firm that represents clients nationwide in mass tort actions. The firm was founded by Rochelle Rottenstein, who has more than two decades of experience as a lawyer, to represent clients hurt by defective medical devices. (Attorney advertising. Prior results do not guarantee a similar outcome.)


The Rottenstein Law Group, LLP

Rochelle Rottenstein, Esq.

321 W. 44th Street

# 804

New York NY 10036

(212) 933-9500 (office phone)

(212) 933-9980 (facsimile)

rochelle (at) rotlaw (dot) com

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Cincinnati and Louisville Awards Shows Honor LeapFrog Interactive, LFI Wins A Variety Of Awards For Extraordinary Client Work at Addys and Louies

Louisville, Kentucky (PRWEB) March 01, 2013

Last Friday night marked an important evening for LeapFrog Interactives Louisville and Cincinnati creative teams. In both cities, their respective advertising federations threw the most important awards ceremonies of the year the Addys and the Louies.

When we receive the invitation to submit entries for the Addys and the Louies, we look back on client work throughout the year and are anxious to enter our most compelling work into these two prestigious awards programs, said Alan Gilleo, Chief Creative Officer. This year, we were thrilled to be recognized with Silver Awards for programs we were incredibly proud of producing.

LeapFrog Interactive, a full-service digital agency, won the following awards:

Louie Awards Advertising Federation of Louisville

Silver Louie Award Photography, GuardiaCare

Silver Louise Award QR Code Ad, Sun Tan City

Addy Awards American Advertising Federation of Cincinnati

Silver Addy Award Mobile Site, Deweys Pizza

LFI is a leader among national digital agencies with creative clients like Carnival, Fruit Of The Loom, Texas Roadhouse and Sun Tan City. They plan to compete in the regional Advertising Federation with all three pieces of client work that won.

About LeapFrog Interactive

Founded in 1999, LeapFrog Interactive Agency is a full-service digital agency offering a range of guidance to identify client needs and broaden strategic capabilities. Headquartered in Louisville, Kentucky, with a satellite office in Cincinnati, LFI offers clients access to capabilities in SEO, PPC, Social Media, Email Marketing, Mobile Marketing, Display Media, Media Buying / Planning, Digital Design, CMS, Website Development, Research and Analytics. Client list includes world-renowned names in the Consumer Retail, Fashion + Entertainment, Financial Services, Healthcare, B2B, Food + Beverage, and Education industries. For more information, please visit

# # #

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New Book Discusses the Truth Behind the Corruption, Conspiracies in Legal Systems

London (PRWEB) March 01, 2013

In a passionate pursuit of the truth, conspiracies are revealed and readers must judge for themselves who is guilty and who is innocent.

Martin Roberts invites readers to travel by his side as he exposes faulty prosecutions generated from fraud, conspiracy and public panic in his latest book, Secret History. As an expert on law and legal issues, who has dedicated his life to uncovering the truth of these trials, Roberts hopes his book will show a new and different look at the drama that arises when panic spreads through the different levels of society.

My book relates the events and evidence in a number of cases in the United States in the postwar McCarthy era, and of cases in the United Kingdom during the Irish Troubles. The common theme is the fact of abuse of the legal process by authorities keen to respond to public fear and paranoia by finding someone to blame and convict, says Roberts.

Through in-depth research, author Martin Roberts reveals the corruptions that jeopardize the very values our legal systems were founded upon. This expos

DePuy ASR Trial Update: As Closing Arguments Begin, Parker Waichman LLP Recounts Risks of Recalled Metal-on-Metal Hip Implant

(PRWEB) February 28, 2013

Parker Waichman LLP, a national law firm dedicated to protecting the rights of victims injured by defective medical devices, is informing consumers that, according to an article published in the Los Angeles Times on February 28th, closing arguments for the DePuy ASR trial in Los Angeles state court are set to begin today. Jurors are weighing the lawsuit of Loren Kransky, a 65-year old retired corrections officer who alleges that the DePuy ASR hip implant he received in 2007 caused metal poisoning and other complications forcing him to undergo revision surgery to remove the device. The case is Kransky v. DePuy, BC456086, California Superior Court, Los Angeles County.,0,2664071.story

The outcome of this trial will help determine the course of future litigation with the DePuy ASR, said Daniel C. Burke, Senior Litigation Counsel at Parker Waichman LLP. Hopefully, jurors will consider the substantial amount of evidence showing that the DePuy ASRs metal-on-metal design is defective, injuring Mr. Kransky and thousands of others. Parker Waichman LLP continues to offer free legal consultations to hip replacement patients implanted with the DePuy ASR, as well as patients implanted with other all-metal hip devices. The firm advises hip replacement patients to speak with their surgeons if they experience symptoms such as:

Kiss Trust Unveils Innovative Fix to Expensive Trust Services Offers Simple, Reliable Way to Save for a Childs Future

Bel Air, MD (PRWEB) February 28, 2013

Kiss Trust, the leader in online children’s savings trusts, has combined a simple to use online childrens savings trust creation platform with ongoing professional trust administration to give parents and grandparents a new college savings plan option.

Kiss Trust is the culmination of the company’s popular children’s savings trust platform and its extensive experience with professional trust administration. The patented platform is a powerful, affordable way for parents, grandparents, families and friends create, control and manage a savings trust.

“Saving for a child or grandchilds future education needs can be daunting, and the most commonly used college savings accounts all have drawbacks. Our goal was to make a practical savings alternative accessible to everyone, said Ned Armand, President of Kiss Trust. We have married our patented cutting-edge technology and trust expertise to create a solution that provides control over how and when the money can be used, and is more cost effective than any other savings trust option available today.”

In 2012, Americans created more online college savings trusts through Kiss Trust than any other source. The patented technology of Kiss Trusts online documents and trust administration provides a one-of-a-kind solution.

“According to our surveys 99 percent of customers say they would recommend Kiss Trust to their friends and family,” said Armand. They find peace of mind because they have the ability to implement a variety of design clauses in the trust to; control the use of the money, and protect the money against any possible misuse.

Kiss Trusts reviews have hailed from Forbes, Yahoo! Finance and other financial publications, which explain, It has all of the advantages of a traditional trust, its inexpensive to set up, and you can start the trust with as much money as it would take to buy a tank of gas.

The costs of creating traditional trusts are steadily increasing. Attorneys fees now average more than $ 300 per hour for most laws firms trust preparation services. Kiss Trusts patented technology guides customers through creating their trust online for a onetime fee of less than $ 200.

We dont believe people should have to wonder if they can afford to save for their child or grandchilds future. Their money should go towards that childs future and not legal fees to create a trust, said Armand. We’ve invested heavily into our trust creation technology over the past year. Instead of working through old fashioned trust creation methods we reinvented how a trust should be created, delivered and administered.

Kiss Trust is also flexible and just not limited only to college savings plans. As Armand noted, Clients have used Kiss Trust as a low cost solution in a variety of other situations including; simplified estate planning, child support trust, legacy trust, court ordered trusts, memorial trusts, and a host of other situations. Finally, Armand pointed out that Kiss Trust is available for use in every state regardless of where you live and has been accepted by multiple court jurisdictions.

For more information and reviews of Kiss Trust, visit

About Kiss Trust

Kiss Trust is widely reviewed and the nations exclusive provider of online trust document services and trust administration services. The company was founded and staffed by top talents in law, trusts and technology to make the benefits and protections of trusts accessible and affordable to everyone. Kiss Trust is not a law firm. Kiss Trust is a division of Eastern Point Trust Company, a non-depositary trust company with multiple regional offices. The Eastern Point Trust Company provides fiduciary and trust administration services for trusts situated in all 50 states.

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DePuy ASR Trial Update: Parker Waichman LLP Recounts Latest Trial Developments and Warns about Risk of Metal-on-Metal Hip Implant

(PRWEB) February 27, 2013

Parker Waichman LLP, a national law firm dedicated to protecting the rights of victims injured by defective medical devices, is commenting on the latest DePuy ASR trial developments reported by Bloomberg News on February 26th. The lawsuit is on behalf of Loren Kransky, who alleges that his DePuy ASR hip implant is defective and caused a number of complications, such as high levels of metal ions, leading to revision surgery (Kransky v. DePuy, BC456086, California Superior Court, Los Angeles County). According to Bloomberg, Kranskys lawyers said that Avram Edidin, a witness for Johnson & Johnson, miscalculated when he said that Kranskys implant failed due to the angle of implantation.

Throughout this trial J&J has continually tried to attribute Kranskys injuries to other factors, said Daniel C. Burke, Senior Litigation Counsel at Parker Waichman LLP. But the evidence strongly suggests that these issues stem from the defects of the ASR, which has become the most notorious metal-on-metal hip implant since its recall. Parker Waichman LLP continues to offer free legal consultations to hip replacement patients implanted with the DePuy ASR, as well as patients implanted with other all-metal hip devices. The firm advises hip replacement patients to speak with their surgeons if they experience symptoms such as:

Staten Island Hispanic Chamber of Commerce Supports New York Dream Act; Lauds Titone, Gulino; Questions Malliotakis' Superstorm Sandy Comments

Staten Island, New York (PRWEB) February 27, 2013

In response to inquiries made by its constituents about the Development, Relief, and Education for Alien Minors Act (DREAM Act) proposed by Assemblyman Francisco Moya (D-Queens) and Assembly Speaker Sheldon Silver (D-Manhattan) in the State Legislature, the Staten Island Hispanic Chamber of Commerce (SIHCC) has taken a position endorsing the legislation and lauding New York State Assemblyman Matthew J. Titone and Richmond County Democratic Party Leader John P. Gulino’s efforts in clarifying confusion surrounding the legislation.

The DREAM Act would allow children of illegal immigrants to apply for state financial aid and would create the DREAM Fund, which would provide private scholarships to undocumented immigrants and children of undocumented immigrants. California, Texas and New Mexico already have similar laws on their books, offering financial aid to immigrant children regardless of Federal immigration status.

There has been some confusion over the DREAM Act. in Staten Island, with many believing that tuition assitance dollars would be diverted from the state’s response to Sandy. Assemblywoman Nicole Malliotakis publicly said it was wrong for the Assembly to introduce DREAM Act legislation, including the tuition provision, while thousands of Sandy victims were still trying to rebuild their lives. “To focus time, energy and most importantly tax dollars on tuition aid for illegal aliens at a time when lifelong Americans are fighting to put their lives back together is unconscionable and frankly offensive,” Malliotakis said.

While the SIHCC has worked with the Assemblywoman in the past on a range of issues, most notably in the successful repeal of the MTA Payroll Tax, the SIHCC deviated drastically with Malliotakis is a recently issued Position Letter. “The Chamber must take the position that the Assemblywomans statements have caused confusion as to the DREAM Act, by inappropriately connecting it to Hurricane Sandy Victims. We see no rational relationship between the DREAM Act, which provides tuition assistance to create a more skilled workforce in our community, and the relief efforts and State assistance provided to Hurricane Sandy victims” the letter stated.

Moreover, the SIHCC believes that the position articulated by the Assemblywoman (herself the daughter of Greek and Cuban immigrants) is a stark departure from some of the core values expressed by the local Republican Party, who had been courting the votes of the local Hispanic community. In a September 20, 2010 article in the Staten Island Advance, Republican Leader Robert J. Scamardella said: “This country has been built on the backs of immigrants. Frankly, the Mexican laborers that populate our Island are mirror images of my Italian ancestors who did the same labor 60 years ago.”

The SIHCC were quick to point to two local political leaders who had helped to clarify Malliotakis’ misleading statements: “The greatest courage with respect to the DREAM Act has been displayed by Democratic Party Chairman John P. Gulino and Assemblyman Matthew J. Titone, both of whom have exposed the Assemblywomans statements as, at their best, misplaced, and at their worst, are a transparent attempt at political race baiting” the Position Letter stated.

The SIHCC further reiterated that it embraces the position articulated in the Presidential Executive Order issued on June 15, 2012, that certain young people who were brought to the United States as young children, who do not present a risk to national security or public safety, and meet several key criteria should be considered for relief from removal from the country or from entering into removal proceedings. Under that directive Those who demonstrate that they meet the criteria will be eligible to apply for work authorization. The SIHCC also embraced New York State action bringing the state in line with California, New Mexico and Texas, “all of whom have made the conscious effort to invest in education for future business leaders.”

The SIHCC cited statistics from the Center for American Progress for the proposition that the DREAM Act is positive for the business community. “The DREAM Act will bring in more money than it would cost. The Center for American Progress concluded that the President Obamas Immigration Directive would bring billions of dollars to struggling state economies. If illegal immigrants brought to the U.S. as children were given legal status, their improved access to college and better jobs would add $ 329 billion and 1.4 million jobs to the nation’s economy over two decades…up to 223,000 of the 2.1 million young illegal immigrants eligible for the DREAM Act would have an easier time enrolling, paying for and finishing college, which would lead to the increased economic gains. These savings are in addition to the savings from no longer kicking down doors to deport college students and place American-born children into foster care….access to financial aid, which is essentially access to education for anyone without a trust fund in todays America, is a central part of the DREAM Act” the Position letter said.

The SIHCC was clear that their support for the DREAM Act bears most directly upon a fundamental issue of competition and market efficiency. “America must out-innovate, out-educate and out-build the rest of the world, positioning American business to thrive in a 21st century economy. To win the global competition for new jobs and industries, the United States must continue to have the best trained and most skilled workforce. In an increasingly global economy, highly skilled workers will be best positioned to secure high-wage jobs and fuel American prosperity. Education is the key driver, and the Chamber recognizes that legislation like the DREAM Act is central to our shared American task” the Position Letter stated.

The SIHCC has organized with other local Staten Island business leaders in the Liberian, Pakastani, Egyptian, Sri Lankan and Korean communities, as well as El Centro director Gonzalo Mercado, Brooklyn Hispanic Chamber of Commerce President Rick Miranda and Federation of Hispanic Chambers of Commerce President Alfred Placeres on this issue. The Chamber called for all to formally applaud the actions of Assemblyman Matthew J. Titone and Democratic Party Chairman John P. Gulino in advancing the business interests of SIHCC constituents and the community.

Additionally, the SIHCC asked Staten Island elected officials to consider their economic policy position when considering the DREAM Act and /or similar legislation.

Internet Marketing and Reputation Management Firm SearchCred Announces New Article Marketing Service

Melbourne, Floria (PRWEB) February 26, 2013 is an online company that specializes in marketing, public relations, and reputation management. They offer many different services to their clients, each with their own brand name, such as PRCred, WebCred and LinkCred. A new service of theirs has just been unveiled and is called ContentCred. This particular service helps customers with article marketing for their websites and can be an invaluable tool for companies and internet marketers looking to increase traffic and climb the ranks.

Article marketing is one of the primary methods that companies use nowadays to promote themselves. It involves using certain keywords to boost the ranking of your site on search engine pages. The fact that has recently decided to include a new service of theirs, geared especially toward article marketing, is great news for the company. It shows how much they are expanding. They now have services available for practically all of your website’s needs and are primed to become one of the biggest websites of their kind due to this expansion.

ContentCred can help to make a significant difference to your company. Article marketing has proved to be the tipping point for many businesses in the level of incoming traffic that they receive on a daily basis. The content writers at Content Cred are particularly skilled in SEO, which stands for search engine optimization. This concept is what article marketing is founded on, as it involves the strategic use of specific keywords to gain more hits.

Being able to write well in SEO is an adept skill. It takes considerable experience and practice in order to craft exceptional SEO articles. This is what some businesses may fail to realize when they take on the task of writing the articles themselves. It requires a talent for writing, which is why many people turn to outside companies for their writing services. Hiring the people at Search Cred’s Content Cred service means you are placing your article marketing task in trusted and capable hands, who can deliver results and a respectable return on investment.

The writers at ContentCred are not limited to any one specialized topic or field. They are able to write about any subject for any business. takes on a very wide and diverse variety of clients. This means that regardless of what your business represents, will be able to target your demographic and provide authoritative content that will not only help you to increase traffic and boost awareness, but start the development of a loyal readership. This is what makes such a successful company and why they will continue to thrive and succeed as years go by.

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Atlanta, GA (PRWEB) February 26, 2013

On Wednesday, March 6, 2013, BusinessRadioX