How to write press releases

The object of these documents is to transmit information about a specific event or happening in a clear, concise and easy-to-read manner. It is generally focused on only one subject at a time and should be no longer than one page in length. The object of this document is to excite interest and attention and cause the reader to want to know more about the act, the event, the happening or whatever it is that is talked about in the release.

 

For example, if a month’s worth of gigs have been booked, create a release that announces all four or eight shows, and talks about what good shows these are going to be and how important it is to see them.

 

At the end of the release, give all the details of each show as follows:

 

Event: (name of show)

Date: (exact day and month of the show)

Venue: (full name and street address of the venue)

Contact: (a phone number for the venue or promoter)

Line-up: (all the bands that are on the bill that night, starting with your band name)

Time: (including what time the doors open at the venue)

Cover: (what the ticket price at the door is for the show and if pre-booking is available)

 

For example:

Event: Jozi Rocks

Date: Saturday 19 September 2009

Venue: Roxy Rhythm Bar, Main Rd, Melville

Contact: 011 726 6019

Line-up: Refiloe and The Rockets, Stardust, Jammin

Time: 20:00

Cover: R50

 

 

Other topics can include the following: announcing a record deal, releasing a song to radio, getting booked to play a festival, signing a sponsorship deal, clinching a big international support show, launching your website, going on tour, clinching a management deal, getting onto the charts of a radio station or receiving significant airplay on a number of stations etc. Basically, anything that is new and newsworthy should be written up as a release and sent out to the media and the public. Once again, the purpose of this is twofold. One is just to keep word out on the street and your band’s presence alive. It is also to show you are growing and developing. What this does is create serious consciousness of your act in both the media and public. You can’t always gig every week, but you can most certainly be seen to be busy by making these kinds of press announcements. But remember, no one enjoys having their time wasted by receiving constant non-news-related spam that is masquerading as news.

 

Originally published in David Chislett's One, Two, One, Two: A Step By Step Guide To The South African Music Industry. Download a free copy of the book at www.davidchislett.co.za.