Work / Press release
A one-page press release announcing a new product for a Seattle doughnut chain, written as a short-form exercise in my master’s program. The release is reproduced below as I wrote it.
Write a release a busy assignment editor could scan in fifteen seconds: what, when, where, a usable quote, background, and a contact. I picked something I knew from the inside.
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— MEDIA ADVISORY —
BREAKING: LOCAL BAKERY AND COFFEE CHAIN TOP POT DOUGHNUTS NOW OFFERING DOUGHNUT HOLES
(Seattle, Washington, 10/19/2023) – 8:00 AM PST,
WHAT: Top Pot Doughnuts announces its newest product, doughnut holes, featured in three varieties: Glazed Old Fashioned, Powdered Sugar, and Chocolate Rainbow. Doughnut holes will be priced at $0.95 each, $4.95 for 5, or $8.95 for 10.
WHEN: Thursday, October 19, 2023
WHERE: Doughnut holes will be available at all 17 Top Pot locations throughout the Seattle area and online for delivery through DoorDash, Uber Eats, and our Top Pot mobile application!
QUOTE: “Ever since I founded Top Pot with my brother 21 years ago, we have strived to bring the best fried dough to fellow Seattleites. Today, we present the same high-quality dough in a smaller, crispier size and at a more affordable price, giving customers more ways to enjoy our delicious treats.” – Mark Klebeck (Cofounder, Top Pot Doughnuts)
BACKGROUND: Top Pot Doughnuts is a popular Seattle doughnut chain. It was founded by brothers Mark and Michael Klebeck in 2002. Top Pot is known for its hand-forged doughnuts, made in small batches using high-quality ingredients. Top Pot has gained a dedicated following for its commitment to crafting delicious artisanal doughnuts and providing a welcoming cafe atmosphere.
END
CONTACT:
Mark Klebeck
Cofounder
mark@example.com
Jenn Harrison
Vice President of Operations
jenn@example.com
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Coursework, not a real release. Top Pot didn’t issue it, and the quote was written for the exercise; Mark Klebeck never said it. The contact email addresses are example.com placeholders.
Brevity, an inverted-pyramid structure, and specifics: prices, a date, a count of stores. I still use the same habits in client work now, and for the record, I still think doughnut holes were a good idea.