When it comes to the tools for communicating a message from a company to the stakeholders and the general public, none is as versatile as a press release. From business intentions, priorities, new launches, and accomplishments to upcoming events, press releases are the one-stop destination for all, and most press releases adhere to a similar format.
A press release usually has the following components:
● A headline that initiates the readers into what the press release is about.
● A summary that informs the readers of the “Five W’s” and the key points of the press release in a concise manner.
● The dateline which comprises the date and location of the announcement.
● The body, which informs the readers of all the necessary information and details of the press release.
● A boilerplate which is a quick introduction to the company.
● The ‘End’, denoted by the “###” symbols at the center of the page at the end of the press release.
The dateline of the press release holds a significant position in the formulation of a press release, so much so that an incorrect dateline format can lead to endless rejections of the press release. Now the question may arise as to how to format a press release dateline correctly.
There are two types of press release dateline formats:
● A Newspaper Dateline Format: It mentions in the press release when and where the event or story takes place. First, the location is put, followed by the day. This format has become quite obliterated in the modern day and writers need to double-check if the outlet they are sending the press release to still accepts this format.
● The More Modern, Widely Used, and Accepted AP Format: The AP format for the Associated Press format has become the standard format for press release datelines today. The name of the city is written in capital letters, after which the name of the state of the country is put in brackets. For this, the state abbreviation is used instead of the ZIP code abbreviation, and abbreviations are used for months, while the years are presented through numerals.
When you write a press release dateline it is important to give special attention to the following:
● Time and Geographical Location
The time and location influence the dateline on the final draft of the press release, which is different for offline and online pages. For online press releases, the timezone of the press release, such as ET (Eastern Time), PT (Pacific Time), and CET (Central European Time), helps international readers to find context and relevance in the article and prevents any confusion that might arise for them, since the press release is seen by a wide range of audiences.
● Grammar
Though the dateline takes up a tiny section of the press release, any grammatical errors in this section can easily get the press release to be dismissed. In AP style, the writers have the discretion to choose between brackets and the traditional parenthesis; while the former gives it a sleek look the latter makes the information it contains more highlighted. The font and choice of brackets and parenthesis should be made keeping in tune with the tone and personality of the company.
Other things to look out for:
● Format
How you write a press release format can be a deal breaker of whether the press release finds its way to journalists or media outlets, which is why it is always advisable to have a checklist prepared for the critical features, such as the body, dateline, headline, or CTA. The key is to write short concise paragraphs that convey the essence of the news to the readers in the first instance. Relevant information and details must not be missed out, while also keeping the sentences brief and free of complicated words to enhance readability. One of the key elements of a press release is that it must be written from a third-person point of view, just like a news article.
● Common Mistakes
After writing a press release ensure that it is free from grammatical errors, hyperlinks that do not work and it isn’t overstuffed with keywords, which can get the press released. Above all, ensure that the press release is search engine optimized. Edit and proofread multiple times before publishing.
Apart from all these, one must remember that it is okay to make updates in a press release in case there had been a mistake with the previous one. However, it must have the word “Revised” added to it for credibility.
