Download FINAL Press Release

Press Release
What is a press release?
Press releases are written pieces (no more than 400 to 800 words long) sent out to editors and
reporters to inform them of a new program, service, or product your health department or
coalition is showcasing. A press release is an indirect method of pitching a story, offered with the
hope that the editor or reporter will find the news exciting enough to want to write it up
themselves.
How is a press release distributed?
Many editors and reporters prefer to receive press releases in the body of an e-mail. Don’t send
your releases out as attachments as most won’t open attachments from those they don’t know.
Some will still accept faxed or mailed releases, although there are fewer and fewer each year that
do so.
How to write a press release
Press releases are written in the third person. This might feel unnatural at first, but that’s the
accepted way to do it, and it makes it easier for an editor to use your piece (less editing on their
part).
It’s best to put it on letterhead, as it conveys a sense of who you are and that you’re recognized
as a thriving group. It’s possible to insert an image in the text of an e-mail, or, if this won’t work,
design the text of the e-mail to resemble a letterhead format.
At the top, in capital letters, write FOR IMMEDIATE RELEASE. This means that, as soon as
they receive it, they can use it.
Sometimes press releases are sent out a little early and they say: EMBARGOED: FOR
RELEASE ON 10 OCTOBER 2009 8AM EASTERN, or something like that. This means that
the reporter cannot release the information until that time.
Under FOR IMMEDIATE RELEASE or the EMBARGOED notice, put the date, the name and
title of the contact person, and the person’s phone number and e-mail address.
The headline of your release should be as captivating as possible—if it’s boring, the reporter
won’t bother with it.
Sometimes a subheading is used providing more detail than the headline.
In front of your first line, put the dateline, which is the city, state, and date, then follow that with
your first paragraph, which should address the most important details of the release.
In the following paragraphs, hit the high points of the issue you’re talking about, put in a few
quotes from experts to back up what you’re saying, and end with a paragraph that describes your
group, including a URL or phone number in case readers want more information.
Reporters may be lifting quite a bit of the press release for inclusion in their story, so feel free to
write it in a somewhat story-like manner.
When you’re done, you can write “end” (without the quote marks) three times at the end, going
across the page, or use the hash mark # # #. Either way, it tells the reporter that the public part is
done and what follows (if anything) is not for release. If your release goes to more than one page,
write MORE at the end of the first page and save the “end” or “#” for the actual end of your
release.
After the hash marks, insert a note for the reporter if you have any experts available for
interviews, what their expertise is, what their titles are, and how to contact them.
That’s it! Following are a couple of examples of press releases.
SAMPLE 1: CDC press release—in this case they wanted to get information out about a
recent report and the need for vaccination against pneumococcal disease:
For Immediate Release: September 30, 2009
Contact: CDC Division of Media Relations
(404) 639-3286
Bacterial Co–Infections Common In Fatal Cases of Influenza
Many people who have died from 2009 H1N1 influenza in the United States had co-infections
with a common bacteria (Streptococcus pneumoniae, or pneumococcus) which likely contributed
to their death, according to a report published in the Centers for Disease Control and Prevention′s
(CDC) Morbidity and Mortality Weekly Report. CDC is reminding people of the importance of
being vaccinated against this common bacterium.
“Our influenza season is off to a fast start and unfortunately there will be more cases of bacterial
infections in people suffering from influenza,” said CDC Epidemiologist Dr. Matthew
Moore. “It′s really important for people, especially those at high risk for the serious
complications from influenza, to check with their provider when they get their influenza vaccine
about being vaccinated against pneumococcus.”
The CDC report included an analysis of specimens taken from 77 fatal cases of 2009
H1N1. Bacterial co–infections, including some caused by Streptococcus pneumonia, were noted
in about a third of those cases. CDC′s recommendations for vaccination against Streptococcus
pneumonia are listed below.

All children <5 years of age should receive pneumococcal conjugate vaccine according to
current recommendations (http://www.cdc.gov/vaccines/vpd-vac/pneumo/default.htm).

In addition, the 23–valent pneumococcal polysaccharide vaccine (PPSV23) should be
administered to all persons 2-64 years with high risk conditions and everyone 65 years and
older (http://www.cdc.gov/h1n1flu/guidance/ppsv_h1n1.htm).
The entire MMWR report can be found at http://www.cdc.gov/mmwr/.
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U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICES
SAMPLE 2: PKIDs’ Silence the Sounds of Pertussis Campaign—this defines a problem
and promotes a new program addressing that problem:
For Immediate Release: September 30, 2009
Contact: Trish Parnell
(360) 695-0293/[email protected]
Actress and New Mom Keri Russell Joins PKIDs to Launch
“Silence the Sounds of Pertussis” Campaign
Keri Russell Shares her Personal Experience about
Protecting Kids from a Deadly but Vaccine-Preventable Disease
Washington D.C. – October 16, 2007 – Parents of Kids with Infectious Diseases (PKIDs) today
announced the launch of its national educational campaign “Silence the Sounds of Pertussis” with actress
and new mom Keri Russell.
The campaign sounds the alarm about the dangers of pertussis and alerts parents to the need for everyone
coming into close contact with young babies, especially family members, to be vaccinated against
pertussis to prevent transmission of the disease. On the rise, pertussis is a highly contagious and
potentially deadly bacterial infection that is particularly dangerous for babies.
Commonly known as whooping cough, pertussis is marked by the “whoop” sound made when gasping for
breath after a severe coughing attack. Coughing can last for weeks and can be so severe that it is hard for
babies to eat, drink or breathe. In recent years, more than half of babies infected with pertussis were
hospitalized, and 90% of pertussis-associated deaths have been among babies less than six month old.
“It is so important for parents to know that they can help to protect their babies against pertussis by
getting vaccinated themselves,” said Trish Parnell, director of PKIDs. “Research shows that half of the
babies infected with pertussis were exposed by their parents, while 90% of unvaccinated children living
with someone who has the disease can become infected.”
“Like any parent, I would do anything to protect my baby, and that is why I followed my pediatrician’s
recommendation to get the pertussis vaccine myself,” said Keri Russell, award-winning television actress
and new mom. “I am very excited to be working with PKIDs to spread the word and help other parents
learn how to best protect their babies from this deadly but preventable disease.”
Russell gives voice to the “Silence the Sounds of Pertussis” campaign through a national public service
announcement, which begins airing in October 2007. The campaign includes a brochure for parents to
learn about pertussis and a guide for talking about important health questions with the pediatrician.
Information about “Silence the Sounds of Pertussis”, as well as educational materials about preventing
and managing pertussis, is available on PKIDs’ Web site at www.pkids.org.
“Because immunity from early childhood vaccination decreases over time, adults and teens can become
infected with pertussis repeatedly and transmit the disease unknowingly,” said Dr. Gary Freed, Director
of the Division of General Pediatrics at University of Michigan School of Medicine in Ann Arbor, and the
chair of the National Vaccine Advisory Committee. “A parent, grandparent or babysitter suffering from
what seems like a cold, can actually have pertussis and spread the disease to an infant.”
The Centers for Disease Control and Prevention’s Advisory Committee on Immunization Practices
(ACIP) recommends that adolescents and all adults ages 19-64, particularly those who have close contact
with a baby, be vaccinated with a single Tdap booster against tetanus, diphtheria and pertussis. The ACIP
also recommends the Tdap booster to protect adolescents between 11 and 18 years. In addition,
vaccination is recommended for healthcare workers to help prevent the spread of infection to their
patients.
Pertussis is the only infectious disease for which children are routinely immunized that is on the rise. In
1976, a record low of 1,010 cases were reported compared to 25,000 by 2004. Often misdiagnosed as a
cold, pertussis may be vastly underreported. In 2004, more than 25,000 cases were reported, but the
number of annual cases may be nearly one million. To be fully protected against pertussis, every child
needs to get five doses of the DTaP vaccine by age seven. Pertussis is spread through droplets from the
mouth and nose when an infected person coughs, sneezes or talks.
“The mission of PKIDs is to educate the public about effective disease prevention practices,” said Parnell.
“With the ‘Silence the Sounds of Pertussis’ campaign, PKIDs hopes to prevent the spread of pertussis
from adults to children, so we can forever silence that horrible sound of a baby gasping for air.”
About PKIDs
PKIDs (Parents of Kids with Infectious Diseases) is a national nonprofit organization that supports
families touched by infectious diseases. It also educates the public about effective disease
prevention through the use of immunizations, standard precautions, hand washing and other
strategies. http://www.pkids.org .
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