About the Author     Throughout his twenty-five year career in the music business, FourFront Media & Music's Christopher Knab has shared his experience at many industry conventions and conferences, including the New Music Seminar and the Northwest Area Music Business Conference. Knab was owner of a San Francisco music store, co-owner of the 415 Records label, and station manager at KCMU Radio in Seattle. He currently provides a unique consultation and education service for independent musicians and record labels. His new book is entitled "Music Is Your Business". Visit FourFront Media & Music's web site. Send comments or questions to Christopher Knab. © Christopher Knab

When To Write Press Releases

• 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