Understanding the Press Release

What Do I Need to Know about a Press Release?

What Is a Press Release?

• It is a concise description of the product that is written in a serious, professional tone.

• 150-200 words that include key phrases or terms easy to research.

• Each part is typically one sentence and words like “might,” “could,” “may,” and “seem” are avoided.

Why Is the Press Release Needed?

• It sells the product.

• This is the most important data.

• Offers a quick and easy way to understand or look at the product.

• Online databases are prevalent.

The Five Parts

Motivation

• Why should the public care about the product and its results?

• What impact will the product have on people?

Problem Statement

• What problem or issue were you trying to solve, fix, or reduce?

Approach

• How did you solve or reduce the problem (testing, research, building prototypes…)?

• How large was the extent of your study (1000 people, 100 people…)?

• What variables did you control, ignore, or measure ( skin type, weather, durability…)?

Results

• What did your study prove or show?

• Use amounts (numbers, percentages…).

• Avoid small amounts or rare instances.

• Focus on areas of magnitude.

Conclusion

• What are the implications (the effects) of your research?

• What will it change?• Who will it help?

Works Cited

• Michaelson, Herbert. How to Write and Publish Reports. Oryx Press, 1990. Chapter 6.