Press Release Tip 10
Include a dateline that shows when and where you wrote the release
The third part of the press release, which I’ve highlighted in pink, is called the dateline and you can see it here.
It offers perspective for the reader because it shows where the press release originated and the date it was written.
In the old days, many of us never included datelines on our press releases. But datelines should include a city and state since press releases are now online. People in other countries might not be familiar with all the states and provinces in countries other than theirs.
I recommend you follow the dateline style used by the Associated Press wire service and follow AP style throughout the entire release. Why? Because journalists who want to “cut and paste” from your press release won’t have to make a lot of editing changes and change Los Angeles, California, to Los Angeles, Calif., for example. Buy an AP Stylebook [Amazon affiliate link] and use it as a handy resource guide.
It’s a good idea to get into the habit of including a dateline because it’s a standard part of the template provided by the press release distribution services, which you’ll learn more about in Module 11.
Opportunity #10 to write a press release: Classes you’re offering or teaching, or classes you’ve attended
If you offer a class for free or a fee, write a press release. Include the time, date, location, name of the instructor, and the cost. Provide details on what students will learn—something that’s missing from most of the press releases I read.
Stating the learning outcomes also gives you a chance to include keywords that the search engines can find. If this class was held before and is being repeated—like a cooking class, for example—and you have a good-quality photo of students or the instructor, link to it from the press release. You’ll learn more about photos later in this course.
Also write press releases about classes you’ve attended. If you’ve earned a professional designation, mention that, too. A class isn’t only an event in which you speak before a live audience. It includes a free or paid teleseminar, a Facebook Live class, an in-person seminar, retreat, workshop, podcast, webinar, group coaching program, book signing or author event, a membership site or support group.
Next: Write the body copy and include links.
I think the AP style for datelines is hopelessly out of date, precisely because everything is online. The dateline per AP style is, as noted herein, indicative of where the piece was written, but that’s not nearly as interesting as where the news or event is occurring. I can now write an article or press release from thousands of miles away from its focus, but when that style was developed it would have been important to know if the writer was remote because that would mean that the writer was also drawing upon old information. I recommend using the event location rather than the writer location in datelines.
I have always found the datelines confusing, even when I worked in the newspaper industry, and agree with you that it should be the place where the news or event occurs.