The document is a template for a press release announcing news from a company called Acme Company. It provides instructions and examples for the key elements of a press release, including an introductory paragraph with the key details of who, what, when, where, and why; two additional paragraphs with more details and quotes; a boilerplate section with information about the company; indicators like ### to signify the end; and contact information for the media. The template offers tips for writing in a clear journalistic style and structuring the information to effectively communicate the news to reporters and media outlets.

1. FOR IMMEDIATE RELEASE
(insert your logo here)
Main Title
Sub-title
Date, Place – begin body of release. This first paragraph should include the most
important information by answering who, what, when, where and why. It should be
about
this…………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
………………………………………………………………………………………long or so.
The next two paragraphs will elaborate a little more on the topic. It is best to include a
few quotes from either the spokesperson of your organization or someone pretty high
up in the food chain. The whole of this release should follow the inverted pyramid
format – that is to say, the most important information first, trickling down to the least
(but not ‘un-‘) important information. These next two paragraphs can be about
this…………………………………………………………………………… long or so.
[3rd
paragraph]………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
………………………………………………………………
At the bottom of the release [here] you will want to include your boilerplate. This is a
few succinct sentences that includes standard information about your company; an old
newspaper term meaning a block of standard text that's used over and over again (on
news releases, in brochures, etc.). For example, “The Acme Company has been providing
quality widgets to companies all over the world since 1952. An award-winning leader in
their field, Acme Company puts product quality and employee safety first.”
Next, you will insert either ### or -30- as follows in the middle of the page:
###
This indicates that the release is done. If you must run over onto a second page (one is
always best, but two is often used) than you would write –MORE- instead of the ###
and continue the release on the 2nd page (ending that page with ### or -30-).

2. Under this, on the left hand side, you will indicate the source from where/whom the
information is coming and some contact information. For example:
Information/Contact:
April M. Stewart, CPRS
Media Director, Acme Company
Tel.: (450) 370-8357
Fax: (450) 264-8284
april@albapr.ca
www.albapublicrelations.com
NOTES:
You should always include ‘For Immediate Release’ at the top so that media
outlets know that this information is allowed to be released. You can sometimes
write “EMBARGOED UNTIL RELEASE AT 8:30 A.M. EST, FRIDAY, JANUARY 30,
2011”. However, much like when you say ‘off the record’ and it often isn’t, there
is always the chance that someone will leak your story.
Your main title would be the news ie: Acme Appoints New President. Your
subtitle would provide a little more detail to pique the reporters’ interest, for
example: New company president rose within the ranks and comes with 15 years
industry experience.
Indicate date and place like this: November 22, 2010 Montreal, Quebec –
It’s always a good idea to include several ways media can reach the contact
person and of course to add your website to help them with their research
(especially if your media kit is on-line).
News releases are written in third person and in a ‘news-y’, journalistic style.
Don’t forget to add your logo – it’s all part of branding your company.
Avoid using industry jargon that those outside might not understand.
Do NOT try to sell yourself or your company in a news release – a reporter will
smell this from miles away and promptly discard your release. If you don’t have
any actual news it’s best just to never mind. However, if you are creative enough
you can make something that might seem un-newsworthy at the outset become
something newsy enough that a reporter will run with it. For example, want to
get your business’ name out there, but there’s not much going on? Create an

3. award or a Top 10 List; hand out the award at a small ceremony and make that
the focus of the news release – which will, of course, include your company’s
info.
Stay away from hyped-up phrases like "breakthrough", "unique", "state-of-the-
art", etc. Everyone tries to claim this and it is just smacks of advertising to a
journalist.