Advocate

Press Release Guidelines 

Content
  1. Keep the release short. Make sure all information is relevant to the event taking place.  State whowhatwhenwherewhy, and how in the first two paragraphs.
  2. Include all local information. Most media outlets will focus first on local events and individuals.
  3. Clearly identify the organization and/or individuals involved.
  4. Include background information on your company, such as the full name of the company, what the company does, location, number of employees, and don’t forget to mention the ESOP. This should be the last paragraph of the release.

Format

  1. Include all contact information: name, daytime phone number or cell phone (include area codes for all numbers), e-mail address, and website if applicable.
  2. Date the release.
  3. Indicate whether the information is for immediate release or for use at a later date. 
  4. Add a headline—one that will grab the attention of a reporter.
  5. If the release is longer than one page, type ‘more’ on the bottom of the first page and identify the following pages with the name/title of the release at the top left.
  6. At the end of the release type ‘###’, ‘end’, or ‘30.’
  7. Put the release on company letterhead or include the name of the company and address at the top of the release.

Deadlines

  1. Before sending a release, you may want to contact the paper to find out who the information should be sent to. The Assignment Desk is a good starting point.
  2. Ask how information should be sent. This will differ depending on reporters and departments.
  3. Be mindful of deadlines. For general news and business sections of newspapers, send the information in the morning or early afternoon (preferably before 2:00 pm the day before you want the story to appear). Most daily papers will have an evening deadline of approximately 3:00 PM for news to appear the next day. For radio, send the press release the night before so it can appear on the morning news. For television, send press releases well in advance. The best time to call a television station is before 11:00 AM and after 1:00 PM.
  4. Get to the point and fast. Provide whowhatwhenwherewhy, and how in the first 60 seconds.  Reporters work on tight schedules, don’t waste time in pitching your story.

Beats

  1. Contact reporters who cover the type of story you are pitching. Don’t waste your time and the reporter’s by talking about an Employee Ownership Month event to a reporter the covers the courthouse or fashion beat.

(Your Company) Sponsors Employee Ownership Through an ESOP

(City, State) (Date): (Company) is (percentage of company stock vested in ESOP) % employee-owned through an Employee Stock Ownership Plan (ESOP).

Founded in (year), (Company) is a (describe your company’s line of business), and is proud to be a part of the (line of business/relevant trade) industry. 

Many companies opt to sell stock to an ESOP when the current owner is getting ready to retire.  For (Company), it was the perfect succession plan: the employee owners were willing buyers and the former owner was pleased to share the wealth with the employees who worked so hard to make the company successful.

As a result, the ESOP has had an overwhelmingly positive effect on the company, creating broad-based ownership among all employees, and fostering an environment in which everyone understands his or her role in helping the company achieve its bottom line.  Research has proven over and over that employee ownership builds successful, competitive companies, and creates equitable wealth for employees.  It has been shown that ESOP companies pay better benefits, have twice the retirement income for employees, and pay higher wages than non-ESOP companies.

(Insert quote from company representative here.)

Perhaps more remarkable among ESOP companies, both in the (line of business/relevant trade) and beyond, 84% of ESOP companies agree the ESOP improved motivation and productivity.

For additional information, please visit (insert company website information).

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