The Format of a Press Release Now we get the juicy stuff! You are ready to write your own press release and submit it to the world for publication and to start lining up some awesome interviews and TV/radio spots.

Well, before you get too excited, there are a few tried and true things you need to do to ensure the highest possibility of getting your press release read and reprinted.

Correctly formatting a press release isn't hard; however, it's important, especially in the age of digital distribution. When in doubt, use a press release template or mimic the format of a press release you find online. I also posted a press release online for my fitness marketing website that you can read by clicking here. Here are the necessary elements you need when creating your own fitness press release:

• Headline: This goes at the top of your fitness press release. Your headline should grab attention and be a snapshot of what your story is about. Use keywords (think web search engines) and an action verb. Capitalize Relevant Words in Your Title. DO NOT USE ALL CAPS. Some online press release services have limits on the number of characters that can be in a headline, typically between 80 and 100 characters, including spaces. If you go with a digital distribution service, be sure to check their specific requirements.
• Summary: The summary is a single paragraph (about three to five lines) that sums up the key points of the story and sells your idea. Some online venues will only display your headline and summary, so make these sentences count.
• The Body:

1. Dateline : This tells where the story originated and the date. It should look like this (City, State - Month 1, 2010).
2. Lead: This is the first paragraph of your story. It should cover the who, what, when, where and why of your story. In the event space is limited, this may be all the coverage you get, so the lead should give all the important facts.
3. Details: Further explain the details of your lead. Include statistics, background or other details to support your first paragraph.

A typical personal trainer press release should run about 300 to 800 words and be a minimum of two paragraphs, each made up of five to eight lines. Leave a blank line between each paragraph.

Make sure you us an active voice and write in third person, unlike this blog where I am writing you in the first person -- use he and they, instead of I and we. Make each word count and avoid industry jargon.

Try to think of an angle for your story -- thinking back to what I discussed above on what makes a story newsworthy. You can also include a quote after the first or second paragraph. Make sure the quote adds something to the story. It's also ok to quote yourself.

• About: The about section is a short statement about your business. For example: Bob Smith is a certified personal trainer and owner of Body Max Fitness in San Jose, CA. Body Max Fitness has been working with elite and professional athletes since 2006. More information is available by calling 555-555-5555 or online at www.BusinessName.com
• Media Contact Information: This section tells the reporter who to contact for more information. Include your company's legal name and the name and title of the contact person if it isn't you.Also include the business address, phone and fax numbers (if applicable), times the contact person is available, email and web site address.

If you are sending your press release for online use, be aware that spiders may collect your email address and bombard you with spam -- this is a big problem! You can eliminate this from happening by omitting your email address or formatting like this: bob at yourbusiness .com.

Chris Fernandez, B.S., CPT, has been a cutting edge author, speaker and celebrity personal trainer for over 12 years, as well as a natural for life bodybuilder, athlete and cross-trainer devoted to helping other personal trainers achieve lasting financial independence through his fitness marketing blog, System 5 and other products. View his full BIO here.

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