{"id":7690,"date":"2022-06-18T05:00:01","date_gmt":"2022-06-18T09:00:01","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=7690"},"modified":"2023-12-20T10:48:13","modified_gmt":"2023-12-20T14:48:13","slug":"how-to-structure-a-press-release","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/06\/how-to-structure-a-press-release\/","title":{"rendered":"How to structure a press release"},"content":{"rendered":"<h2>Toyota takes on feature releases<\/h2>\n<p>When PR pros at Toyota American Motor Sales needed to announce record-level production recently, they started with a traditional announcement release:<\/p>\n<figure id=\"attachment_29928\" aria-describedby=\"caption-attachment-29928\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29928\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/06\/how-to-structure-a-press-release\/how-to-structure-a-press-release-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release.png\" data-orig-size=\"533,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-structure-a-press-release\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Let\u2019s go places&lt;\/strong&gt; Why make every release a news release? Feature releases may get more attention.\u00a0&lt;a href=&quot;https:\/\/www.shutterstock.com\/image-illustration\/tula-russia-february-28-2021-toyota-2004421619&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by white vector&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release.png\" title=\"How to structure a press release\" alt=\"How to structure a press release\" width=\"533\" height=\"300\" class=\"size-full wp-image-29928 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release.png 533w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release-300x169.png 300w\" data-sizes=\"(max-width: 533px) 100vw, 533px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 533px; --smush-placeholder-aspect-ratio: 533\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29928\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/06\/how-to-structure-a-press-release\/how-to-structure-a-press-release-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release.png\" data-orig-size=\"533,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-structure-a-press-release\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Let\u2019s go places&lt;\/strong&gt; Why make every release a news release? Feature releases may get more attention.\u00a0&lt;a href=&quot;https:\/\/www.shutterstock.com\/image-illustration\/tula-russia-february-28-2021-toyota-2004421619&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by white vector&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release.png\" title=\"How to structure a press release\" alt=\"How to structure a press release\" width=\"533\" height=\"300\" class=\"size-full wp-image-29928\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release.png 533w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/06\/how-to-structure-a-press-release-300x169.png 300w\" sizes=\"(max-width: 533px) 100vw, 533px\" \/><\/noscript><figcaption id=\"caption-attachment-29928\" class=\"wp-caption-text\"><strong>Let\u2019s go places<\/strong> Why make every release a news release? Feature releases may get more attention.\u00a0<a href=\"https:\/\/www.shutterstock.com\/image-illustration\/tula-russia-february-28-2021-toyota-2004421619\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by white vector<\/em><\/a><\/figcaption><\/figure>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<h5 class=\"standalone\">Toyota\u2019s North American vehicle production at record levels in 2013<\/h5>\n<p>Toyota announced record level North American vehicle production for 2013 surpassing last year\u2019s output. TEMA built 1,857,696 vehicles, a 5 percent increase and 1,715,709 engines, a 3 percent increase from 2012.<\/p><\/div>\n<p>But after a writing workshop with yours truly, those same PR pros came up with this feature approach:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<h5>Did you park a new Toyota in your garage last year?<\/h5>\n<h6>Toyota\u2019s 2013 North American vehicle production sets historic record<\/h6>\n<p>There\u2019s a reason you might be seeing more Toyotas on the road. The automaker of the best-selling car in America, the Toyota Camry, produced at record levels in 2013 surpassing 2012 production volumes. Toyota built 1,857,695 vehicles, a 5 percent increase and 1,715,709 engines, a 3 percent increase from 2012 at its 14 manufacturing facilities in North America.<\/p>\n<\/div>\n<h3>Features first<\/h3>\n<p>Why feature releases?<\/p>\n<ul>\n<li>Features increase reading and satisfaction, according to recent studies.<\/li>\n<li>On the other hand, research shows that inverted pyramids &#8220;do not work well with readers.&#8221;<\/li>\n<li>More than half of business-to-business editors seek more feature releases, including case studies and how-to stories, according to a survey by Thomas Rankin Associates.<\/li>\n<li>No wonder the Associated Press now offers feature leads with all the stories it sends across the wire.<\/li>\n<\/ul>\n<h3>Features at Toyota<\/h3>\n<p>Features have been generating results at Toyota, too. Take a package of feature releases about Yellowstone (&#8220;Buffalo and Bears and Batteries \u2013 Oh My!&#8221; and &#8220;Yellowstone &#8230; Where the Deer and the Antelope and the Prius Play&#8221;).<\/p>\n<p>&#8220;We\u2019ve had almost 1,100 unique page views of the battery story and about 850 unique page views for the background story, both much higher than average,&#8221; says Brin Wall, writer at Toyota Motor Sales. <\/p>\n<p>&#8220;Time spent on both was longer than average for our site, and the battery story was picked up by <em>Motor Trend, Popular Science, Autoblog Green, Daily News<\/em> and <em>Automobile<\/em> magazine, along with many &#8216;green&#8217; outlets.&#8221;<\/p>\n<p>Ready to take on a feature release yourself? Here are six ways to gain inspiration from some of Toyota&#8217;s recent feature releases.<\/p>\n<p><strong>1. Tell a story<\/strong>. &#8220;When you have news, report it. When you have a story, tell it.&#8221; Or so advises Poynter Institute senior scholar Roy Peter Clark. Instead of just reporting this news, Toyota PR pros told a story in this release. <\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<h5>New York City Police Officer Gets Big Surprise at Family Barbecue<\/h5>\n<h6>Toyota Pays off Car Loan and Gives SUV to 50 Millionth Customer<\/h6>\n<p>Imagine a stranger wearing a suit strolling into your backyard during a family barbecue. He\u2019s carrying balloons, the title to your car and the keys to <em>another<\/em> car. Sound too good to be true? That\u2019s exactly what happened to <a href=\"https:\/\/www1.nyc.gov\/site\/nypd\/index.page\" target=\"_blank\" rel=\"noopener noreferrer\">NYPD<\/a> veteran Michael Dee.<\/p>\n<p>Dee became Toyota\u2019s 50 millionth customer when he bought a <a href=\"https:\/\/www.toyota.com\/camry\/\" target=\"_blank\" rel=\"noopener noreferrer\">Camry<\/a> earlier this year from <a href=\"https:\/\/www.millenniumtoyota.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Millennium Toyota<\/a> in Hempstead, NY. To celebrate the milestone sale, the company worked with his family to surprise him during a family barbecue in Levittown, N.Y.<\/p>\n<p>While Dee was busy at the grill, Toyota executive Bill Fay snuck into the backyard and presented him the title. Fay then led a flabbergasted Dee to his driveway, where a new 2013 <a href=\"https:\/\/www.toyota.com\/rav4\/#!\/Welcome\" target=\"_blank\" rel=\"noopener noreferrer\">RAV4<\/a> waited.<\/p>\n<p>Dee, who will soon celebrate his 20th year of service with the <a href=\"https:\/\/www1.nyc.gov\/site\/nypd\/index.page\" target=\"_blank\" rel=\"noopener noreferrer\">NYPD<\/a>, was speechless&#8230; at first. \u201cI don\u2019t know what to say!\u201d he exclaimed. \u201cThis is phenomenal. I can\u2019t explain how much this means to my family and how grateful we are to Toyota! The whole \u2018thank you\u2019 thing just doesn\u2019t seem to cut it. It\u2019s a day I\u2019ll never forget.\u201d<\/p>\n<\/div>\n<p><strong>2. Show drama<\/strong>. Is there conflict in your news? Make that the story, as Toyota PR pros did in this release:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<h5>Happy Trails, FJ Cruiser<\/h5>\n<h6>Toyota Bids Farewell to an Off-Road Icon with Ultimate Edition<\/h6>\n<p>It\u2019s finally here \u2026 and then it\u2019s gone. Toyota today unveiled the 2014 FJ Cruiser Trail Teams Ultimate Edition at a press conference held at the 2013 Specialty Equipment Market Association (SEMA) Show.<\/p>\n<p>The 2014 Trail Teams Ultimate Edition is a commemorative final special edition of the FJ Cruiser.  It is the toughest and most capable FJ ever and pays tribute to the iconic vehicle that will end its production run at the conclusion of the 2014 model year. With limited production, only 2,500 will be built.<\/p>\n<\/div>\n<p><strong>3. Try human interest<\/strong>. Stumped for a lead? Look for the people behind the news, as Toyota PR pros did in this release:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<h5>If Your Hybrid is Even More Efficient in the Future, Thank This Guy<\/h5>\n<h6>Eric Dede\u2019s innovative spirit may help increase hybrid efficiency by 10%<\/h6>\n<p>Eric Dede has always been interested in the future. Futuristic concepts such as space and astronautics have always consumed Eric\u2019s attention. That\u2019s how he ended up as a senior engineer for the University of Michigan\u2019s Space Physics Research laboratory. It\u2019s also why he is now a Manager of the Electronics Research Department (ERD) at Toyota Technical Center (TTC), where his main responsibilities are the development of elemental technologies for future hybrid vehicle power electronic systems. TTC, Toyota\u2019s North American R&amp;D center, is a division of Toyota Motor Engineering &amp; Manufacturing, North America, Inc. (TEMA).<\/p>\n<\/div>\n<p><strong>4. Turn statistics into people<\/strong>. <a href=\"https:\/\/revvingupreadership.com\/2018\/05\/turn-populations-into-people\/\" title=\"Turn populations into people\">Write about people, not about statistics<\/a>. Here&#8217;s how Toyota PR pros did it:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<h5>Gone in Sixty Seconds: Americans Take Home a Camry Every Minute in May<\/h5>\n<h6>May Sales Reflect Americans\u2019 Trust in Best-Selling Car<\/h6>\n<p>On average, Americans drove away in a new Camry every minute in the month of May. Nearly 50,000 owners placed their trust in Camry\u2019s safety, reliability and long-term value.<\/p>\n<p>&#8220;There\u2019s a reason Americans choose Camry, and it shows in sales month after month,&#8221; said Bob Carter, vice president of automotive operations for Toyota Motor Sales, USA, Inc. &#8220;It\u2019s America\u2019s best-selling car, but more important is the one Camry in the customer\u2019s driveway. The one Camry that gets you and your family to work, school, vacation, the Camry that works in a business enterprise, the one Camry you trust to be reliable and help keep your family safe.&#8221;<\/p>\n<\/div>\n<p><strong>5. Use concrete details<\/strong>. <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/concrete-details\/\" title=\"Concrete details\">Concrete details<\/a> &#8212; the 42-pound CRT from 1997, the after-college futon &#8212; make this release lead creative. And <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-write-a-metaphor\/how-to-create-a-metaphor\/\" title=\"Simplify stats\">turn numbers into things<\/a>, as the PR pros at Toyota do in the last paragraph here.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<h5 class=\"standalone\">Toyota Helps Haul 130 Elephants Worth of Stuff<\/h5>\n<p>We\u2019ve all been there &#8211; the dreaded garage clean-out. The lovely time when you dredge up a 42-pound CRT from 1997, the after-college futon you thought you donated two years ago and some crusted paint cans you (responsibly) did not throw away but never quite made it to the hazardous waste center.<\/p>\n<p>Over the last twenty years, Toyota has helped associates, team members and surrounding communities avoid this drama by hosting regular e-waste, hazardous waste and household good collections.<\/p>\n<p>How much waste didn\u2019t land in landfills? Since 1994, Toyota has collected 1,580,519 pounds or 790 short tons.<\/p>\n<p>That\u2019s equal to 519 Prius vehicles or 130 elephants or 10 space shuttles. Talk about tons of stuff!<\/p>\n<p>And what became of the nearly 1.6 million pounds of materials pulled out of the garage and kept out of the garbage?  All reusable items were donated and the rest recycled or disposed of, in the case of hazardous waste, properly.<\/p>\n<\/div>\n<p><strong>6. Try wordplay<\/strong>. <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/how-to-use-alliteration\/\" title=\"Alliteration\">Alliteration<\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/a-pun\/\" title=\"Twist of phrase\">twists of phrase<\/a> and <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/\" title=\"Wordplay\">plays on words<\/a> \u2014 as in this release \u2014 grab reader attention:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<h5>Buffalo and Bears and Batteries \u2013 Oh My!<\/h5>\n<h6>Toyota Brings Power to Yellowstone National Park<\/h6>\n<h6>Yellowstone &#8230; Where the Deer and the Antelope and the Prius Play<\/h6>\n<p>The nation\u2019s oldest National Park is ready for some new power.  Toyota Camry hybrid batteries will soon power the Lamar Buffalo Ranch field campus in Yellowstone National Park.  It\u2019s a new lease on life for the batteries and new, zero emission, energy option for the Park.  Now that\u2019s a \u201cbear-able\u201d solution!<\/p>\n<\/div>\n<h3>Focus on features.<\/h3>\n<p>&#8220;What really helps get [releases] picked up is a great story,&#8221; says Toyota&#8217;s Wall. And a feature release can help you put your great story in the best light. <\/p>\n<p style=\"text-align:center; font-weight:bold;\">Take a tip from Toyota: Tackle a feature release.<\/p>\n<div id='MMC-Leads' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-80\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Hook readers with great leads<\/h3>\r\n\t\r\n<p>You\u2019re not still packing all of the Ws into the first paragraph, are you? Cranking out \u201cXYZ Company today announced \u2026\u201d leads? 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