Public Relations Writing: Lesson #4 - p. 6


Assignment: Product Release

For this assignment you will try your hand at a product release.

Earlier we discussed a Natgo product release -- and now we'll give it a shot. Without cutting & pasting my example, please write a product release for release in the Chicago market, for a product that will be released nationally.

All the information you will need – and more – can be found at the Natgo information link. Keep in mind the Objective (What do you want people to do?) and the 5 W's. If production is scheduled to begin by October, what does that do to your "When"? If you're writing a release for Chicago distribution, for a national product, what does that do to your "Where"?


Remember, Timeliness and Proximity are so important that you probably won't even make the cut unless your story is both timely and local.

Ask yourself: If you are writing a release about a product made elsewhere which will be released nationwide next month, how can you make sure the release begins with a local reference? Well, if it's genuinely nationwide that means it's here, right here, as well as wherever else it is. So you might get into your subject by, in effect, putting your "Where" in the first few words: "Chicago motorists will soon be able . . ."


Your assignment is to prepare the Message Planner, then write a good product release to announce this new product that's coming on line, and email it to me by the assignment deadline. Take the time to organize your thoughts, because there are many different items of information, and while some may be very important to the people of Turtle Bay, others will be more interesting to Chicago readers. Not every fact belongs in every press release. Also, be sure your release conforms to the guidelines for Press Release Format please -- and please, use the Press Release Checklist to edit your work before you turn it in to me.... otherwise I'll simply email it back and ask you to make the obvious corrections, so I can concentrate on your creative development.

    name the file PRW-yourlastname-product

    In any email we exchange for this week's assignment, make the "Subject:" field PRW-yourlastname-product