I'm posting here because I can't post in the ZC board.
I write press releases as part of my job. I write them a lot. I supplied Tausami with some tips and templates to write one. They're not hard. I haven't seen the one he wrote (I gather it was straightforward and unbiased, as it should have been), but I read Thork's variant, and have to explain why this is not the right approach. Not only is it not formatted correctly, it would be completely ignored by the media, and makes us look like a bunch of amateurs. It's biased and sensationalist - which I understand is what Thork was going for, but for a press release that's the
wrong approach.
Press releases are supposed to be un-biased. They're supposed to relate the facts, and nothing more. WHat's being announced? Say that first, give some supporting information to the announcement. Here, let me give you an example. This is how a press release should look.
FOR IMMEDIATE RELEASE
Press Contact:
Tom Bishop
email@domain
March 3, 2014
HEADLINE OF PRESS RELEASE CONTAINING PRIMARY KEYWORDS
Subhead with Supporting facts with Secondary Keywords
The newly elected leadership of the Flat Earth Society today announced that .... (fill in content of the announcement here).
Since its founding in 1956 (then called the International Flat Earth Research Society) by Samuel Shenton, the society has gone through many such changes, and according to Tom Bishop, member of the Flat Earth Society's Zetetic Council and media spokesperson, "(insert quote from Tom here)." Bishop goes on to add, "Lorem ipsum dolor sit amet."
Looking ahead, the Flat Earth Society members hopes that the new changes within the organization will help usher the society into a new period of popularity. Since opening its doors, the society's new website at tfes.org has already seen an influx of new members... etc etc.
ABOUT THE FLAT EARTH SOCIETY
A couple paragraphs about the society itself here, nothing to do with whatever you're announcing. Close with a call to action. For more information, visit tfes.org.
Simple.
Begin with "FOR IMMEDIATE RELEASE," include the press contact and a dateline. Not too long, 3 paragraphs. Announce what you want to say, back it up with a quote from someone reputable, close with a paragraph of what the announcement means for those not already involved, and then pin on our boilerplate "about us" info with a call to action to visit the site. That's it. Should be able to get it all out in 300-500 words.
Also, look into syndicating the press release ourselves via a service like Pitchengine (monthly fee) PRLog (it's free) or PRWeb (will get us into more searches, but it's pricey, starting at $99 per release).
I really don't want to step on any toes here so I say this with all due respect to the council, but there's a right way to do a press release, and I know how do to it. I don't want us to waste our time.
Tausami, if you'd like me to review/revise your release I'd be happy to. No sense reinventing the wheel if you've already put together a draft.