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Do you have a newsworthy story for the media? Has a reporter contacted you for information? Start with Wharton Communications.
Creating a Press Release:
There are a few things to consider before creating a press release. The following are useful to keep in mind when writing and releasing a Wharton news item to the media. For examples of Wharton press releases, please visit the Press Release Archive.
All press releases must be reviewed and approved by Wharton Communications.
- Contact Wharton Communications. If you think you have a newsworthy story, please contact Wharton Communications prior to writing a press release. They will help you to determine whether the press release format is appropriate and will help you identify the right audiences for your message. Once you have written the press release, they will review the language for branding and consistency and help to identify a release date that serves the needs of your department and the entire School.
- Ask yourself: "Is it newsworthy?" A press release is, first and foremost, an announcement to the media that there is a potential news item they may be interested in exploring further. Journalists receive (or read on the wires) many such announcements each day, so yours should be compelling, while steering clear of language that is overly "marketing oriented." The Wharton Communications team is also a good place to receive feedback on whether your initiative is "press release" worthy. Wharton Communications will suggest the relevant media or reach out to them on your behalf.
- Always refer to "the Wharton School" as opposed to your specific division. Example: Rather than saying, "The Executive Education Division has launched a new program," you should say, "The Wharton School of the University of Pennsylvania has launched a new executive education program." Every press release must have "The Wharton School of the University of Pennsylvania..." in the first paragraph.
- Include a headline and subtitle. The headline should catch the attention of the reader while accurately conveying your message, while the subtitle can provide more specific details.
For example, a press release about a new book from Wharton School Publishing – called We Are Smarter Than Me, to which millions of people were invited to contribute – is better served by a headline that focuses on the book's first-in-class status, rather than its name:
| Headline | More Than a Million Invited to Write and Edit First Collaborative Book on Management Best Practices |
| Subhead | We Are Smarter Than Me Set for Publication in Fall 2007 |
| "More than a million invited" is more compelling than "New book to be published." | |
- Include date and location. After the headline, the release should include a date and city/state.
| Example | Risk Management Association and the Wharton School Launch New Executive Education Program in Risk Management Philadelphia, PA, Nov. 1, 2006 -- Regulation is more complex, both within and across countries. Technology has been both salvation and curse, making it possible to coordinate complex activities around the globe, while also becoming a major source of vulnerability. To address these issues, the Wharton School of the University of Pennsylvania and the Risk Management Association (RMA) are launching The Advanced Risk Management Program, an executive education program focused on managing banking risks, to be offered in February 2007. |
- Keep quotes to a minimum. In most cases, the role of the release is to inspire the journalist to write a full story, not just reprint the release. Highlight important viewpoints, but hold back a bit.
- Include links. It is a good idea to include links to your website, but make sure there is information on it that is of interest to the media. Create a "News" section where you archive all of the releases you have sent. You led them to your website — now sell them on other potential stories.
- Include Wharton boilerplate language at the end. All Wharton press releases must add the Wharton Boilerplate, which is a comprehensive and branded description of the School. Visit the Press Release Archive for an example.
- Identify a Wharton contact person and include complete information. If you have a communications/marketing person in your group, that person's name, title, e-mail address, and telephone number (include the "+1" country code since the release could be read by anyone in the world) should be listed as the media contact. In some cases, it may be more appropriate to list a member of the Wharton Communications Office as the contact, but they can help determine which contact is most appropriate for your press release.
- Remember search engines. Today many individuals are searching for information on the Internet, and you should consider that your release may be read by multiple audiences around the world. As well, you should assume that once your release has been broadcast, it will be searchable indefinitely.
For additional information, concerns, or support, please contact the Communications Office.
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