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MINNESOTA MRT MARKETING TOOLBOX <br />Sample MRT Press Release <br />Use the official MRT logo on all <br />press releases <br />Check <br />www. dot. state. m n . us/bike/ m rt. htm l <br />for the latest MRT route fact sheets <br />and updates. <br />See the press release on the following pages for an example of how <br />the MRT opening might be released. Use the checklist below to <br />help tailor your press release to your particular message. <br />GUIDELINES FOR A GOOD PRESS RELEASE <br />El GENERAL CHARACTER <br />Be fact based <br />Report in the third person <br />EI HEADLINE <br />Use a creative, attention getting single sentence <br />❑ PARAGRAPH 1: INTRODUCTORY PARAGRAPH <br />Identify the physical location, month, day and year. <br />Summarize the most relevant information, such as Who, <br />What, When, Where and Why (imagine that this is the only <br />paragraph being read). <br />Include a hook to interest your audience in reading more <br />❑ PARAGRAPHS 2-4: PRESS RELEASE BODY <br />Offer more detailed important information <br />• A good press release often: <br />Uses quotes <br />Connects the release to current events and issues <br />Puts the most important information first <br />Use the final paragraph to summarize the key points <br />EI ADDITIONAL INFORMATION <br />Provide opportunities for the audience to find additional <br />information <br />Include contact information for someone who can answer <br />questions about the release <br />El BOILER PLATE <br />Communicate additional background facts to the editor that <br />do not get published <br />111 THINGS TO REMEMBER <br />Avoid "hard sell' promotional or advertising language <br />A press release should be concise; generally 500 words <br />total, or less <br />A press release must be fact based. Verify that any facts <br />and quotes are accurate and approved for use. <br />SUMMARY VISION SETTING MARKETING PRODUCT AUDIENCE STRATEGY PARTNERS ISUPPORT1 <br />Minnesota Mississippi River Trail Bikeway Page 8-2 <br />