Indie Music

When to Write a Press Release:

Concert/Show and or Tour information

Record, Publishing, Merchandising Deal Announcements

Band Personnel Changes/Additions

CD, Tape, and Video Release Information

Promotional Events/Marketing Plans/Misc. Announcements

What The Print and Broadcast Media Need:

News or announcements related to their target audience

Deadlines met for calendars and event listings

Event or information in proximity to their coverage area

Layout and Essential Information:

Double space all content

The phrase "For Immediate Release" centered near top 1/3 or page

Date press release is sent out

Contact information: Person media can call for more information with phone number and fax number

Printed on company or artist/band stationary with full address info

1 to 1 1/2 pages long (unless for major event or project)

End with the marks ### centered at end of the body

The Press Release Structure:

The Slug Line (Headline)

Short, but attention-getting headline phrase

A hint of the purpose or topic to be presented

The Lead Paragraph

Should include the 5 W's and the H (if needed): Who, What, Where, When, Why, and How

Summation of the basic topic/information

Begin with the most important part of the information

Who is in the beginning sentence, followed by Where and When

Why, What, and How follow in the next few sentences

No unnecessary details should be included in the lead paragraph

The Body

Elaboration on the theme or purpose of the press release

One thought, one paragraph. Cohesive, single ideas in each paragraph

Write information in descending order of importance

Keep information factual. Opinions only in quotes with proper credit

Use simple sentences (Subject - Object -Verb) and avoid too much hype

Ending option: Recap essential information from first paragraph

Proofread several times for spelling, and/or grammatical errors

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Christopher Knab is an independent music business consultant based in Seattle, Washington. email at: Chris@Knab.com  website: www.fourfrontmusic.com