Write a press release using the format and guidelines provided with a maximum of 400-500 words.The press release should be connected back to the campaign/brand you proposed in yourproject/creative brief. You can announce anything you want that you believe is newsworthy, fromannouncing an exciting new campaign, announcing the launch/relaunch of a product or service,promoting a special offering or event, or anything related to your product, service, or campaign. It isup to you.
Here are some general tips:
Grab attention with a good headline; make sure you include your brand or product in theheadline somewhere so people know what it’s about.
Get to the point. Why should they care?
Pinpoint exactly what is new, different, and better about your product or service. Include
hard numbers if you are quoting research.
Be positive; do not refer to any past negative stuff. If you want to talk about a
problem/challenge/gap in the marketplace, that is OK.
Do not mention your competition; you are just giving them free PR!
Proofread your press release.
Include quotes whenever possible from your CEO or other credible sources.
One page is best — only go on to a second page if necessary.
Provide access to more information if needed through directing people to a website.
Your press release will be evaluated on:
Headline/sub headline (20 points)
Newsworthiness/relevant information, especially in opening paragraph (25 points)
Use of quotes, statistics, or other supporting information (25 points)
About your company section (10 points)
Contact information (10 points)
Formatting/ease of reading (10 points)
