DIY Press Release Writing: Creating Professional Announcements

Press releases provide formal announcement format for music industry news. Independent artists can create professional releases without publicist assistance by following standard formats and writing conventions that media contacts expect.

Understanding Press Releases

Press releases serve specific promotional functions.

Official announcement format signals significance. Releases indicate news worthy of media attention.

Media-ready content provides publishable material. Journalists can extract quotes, facts, and angles from well-written releases.

Professional presentation establishes credibility. Standard format demonstrates industry awareness.

Distribution mechanism reaches media contacts. Releases sent to press lists create coverage opportunity.

When to Write Press Releases

Not every update warrants formal release treatment.

Major releases (albums, significant singles) deserve press releases.

Tour announcements for notable runs merit formal announcement.

Significant achievements (awards, major placements, milestones) warrant releases.

Industry news (signings, partnerships, major hires) deserve formal treatment.

Minor updates typically do not need press releases. Save formal announcements for significant news.

Press Release Structure

Standard format ensures readability and professionalism.

Header includes “FOR IMMEDIATE RELEASE” (or embargo date if applicable).

Headline summarizes news in compelling terms.

Subheadline (optional) provides additional context.

Dateline indicates location and date of announcement.

Lead paragraph answers who, what, when, where, why in first sentences.

Body paragraphs expand with supporting details, quotes, and context.

Boilerplate provides standard artist background information.

Contact information enables follow-up for interested media.

### END ### or similar marker indicates release conclusion.

Writing Effective Headlines

Headlines determine whether releases get read.

News summary in active voice. What is the announcement?

Artist name inclusion for searchability and identification.

Specific details over vague language. Dates, titles, and concrete information.

Compelling framing creates interest. Why should readers care?

Character limits awareness for email subject compatibility. Around 60-80 characters ideal.

Lead Paragraph Essentials

Opening sentences must communicate core news immediately.

Essential information first. Most important facts appear in opening sentences.

Five Ws coverage. Who, what, when, where, why addressed early.

Newsworthy framing. Why does this matter? Why now?

Concise delivery. Lead paragraphs typically stay under 40 words.

Standalone functionality. Lead should communicate news even if rest is not read.

Body Content

Subsequent paragraphs expand and support the announcement.

Quote inclusion provides human voice. Artist quotes, collaborator quotes, or industry figure statements.

Background context explains significance. What led to this announcement?

Specific details enable media coverage. Dates, locations, streaming links, and concrete facts.

Storytelling elements create interest. Narrative aspects make releases more engaging.

Supporting information anticipates questions. What will media want to know?

Writing Effective Quotes

Attributed statements add personality to releases.

Natural language sounds authentic. Quotes should sound like actual speech.

Unique insight provides value beyond facts. Quotes reveal perspective and personality.

Quotable phrasing enables easy extraction. Media use quote snippets in coverage.

Avoid cliches and generic statements. Distinctive quotes stand out.

Attribution clarity identifies speakers completely. Full name and title for each quoted person.

Boilerplate Content

Standard background section appears at release end.

Brief artist description provides context for unfamiliar readers.

Notable achievements establish credibility.

Website and social links enable further research.

Consistent usage across releases builds recognition.

Periodic updates keep boilerplate current.

Formatting Standards

Professional presentation affects reception.

Single-spaced text with space between paragraphs.

Professional fonts like Times New Roman or Arial.

Reasonable length of one to two pages maximum.

Contact information prominently displayed.

Proofread carefully for errors that damage credibility.

Distribution Strategies

Getting releases to appropriate contacts requires planning.

Media list building identifies targets. Research outlets and writers who cover similar artists.

Email delivery remains standard. Releases typically sent as email body, not attachments.

Personalization improves response. Tailoring messages for specific recipients.

Distribution services exist but are often unnecessary for independent artists.

Timing consideration affects coverage likelihood. Early morning or specific day preferences vary by outlet.

Follow-Up Protocol

Post-distribution activity can improve coverage.

Patience allowance before follow-up. Give recipients time to read and decide.

Single follow-up is appropriate. One reminder after reasonable time.

New angle offering in follow-up. Additional information or interview availability.

Accepting non-response gracefully. Most releases do not generate coverage.

Common Press Release Mistakes

Several errors undermine release effectiveness.

Excessive length loses readers. Concise releases perform better.

Weak headlines prevent opens. Generic titles get ignored.

Missing essential information frustrates media. Include streaming links, dates, and access.

Hyperbolic language damages credibility. “Amazing” and “incredible” ring hollow.

Poor targeting wastes effort. Sending releases to inappropriate outlets.

Typos and errors suggest unprofessionalism. Proofread carefully.

Measuring Press Release Success

Tracking reveals release effectiveness.

Coverage generated directly indicates success. Did media publish about the announcement?

Link clicks in release emails show engagement.

Response rate from media contacts suggests interest level.

Social sharing of announcement indicates broader reach.

Combining Press Releases with Other Promotion

Releases support integrated promotional efforts.

Social media coordination amplifies announcement reach.

Email list notification informs direct fans.

Display advertising through platforms like LG Media (starting at $2.50 CPM) can build awareness that makes press release news more relevant.

Website posting creates permanent record and SEO value.

DIY press release writing enables independent artists to create professional announcements matching industry standards. While not every update requires formal treatment, significant news deserves professional announcement format that media contacts understand and can use.