Press Release Template User's Guide

Press Release Template User's Guide [See my note in Title cell]

September 19, 2006


Included in this section of the CPA Marketing Kit are six electronic press release templates that are ready to be customized and distributed to your local media. These templates provide you with the building blocks for creating your own press releases, tailored to the news you wish to convey to the media and the public. The press release templates cover the following six general topics: 1) New member or partner, 2) New office location, 3) New service area, 4) Upcoming seminar, 5) Member wins an award/honor, and 6) Firm/member community service activity.

As you review the templates, please note that while the content will need to change to fit your exact situation, the basic style of writing should remain the same. Also, the templates have been created in the accepted press release format with the contact information at the top, then the headline, followed by the news being released. Press releases end with a descriptive statement about the issuer and sign off with three pound signs between dashes.

When you are ready to distribute the press release, you will need to contact local, targeted media outlets to get the name of the writer or reporter and find out how to contact that person (i.e., email, fax, etc.). Common media for CPA firm's announcements include local and regional daily and weekly newspapers, local and regional special-interest papers and local radio stations.

As you use these templates to create press releases to promote your firm and it's services, keep these important tips in mind:

  1. Make sure the information you are providing is newsworthy. Be sure your announcement has enough substance to warrant a press release.
  2. Tell the audience that the information is intended for them and why.
  3. Be mindful of how readers will be able to relate to the information you are announcing.
  4. Start with a brief description of the news, then reveal who announced it, rather than starting with the name of the firm or individual.
  5. Be sure that the opening of your press release is effective, as it is the most important.
  6. Avoid excessive adjectives and complicated language.
  7. Present only facts, not opinions.
  8. Include quotations that add interest to the press release.
  9. Provide the media with complete contact information including a persons name, their address, telephone and fax numbers, email address and the firm's web address.
  10. Make the writers' or reporters' job as easy as possible by providing them with accurate and complete information.