How to Write a Florida Press Release: A Complete Guide By Brian French
Writing an effective press release in Florida requires understanding both universal journalism standards and the unique characteristics of the Sunshine State’s media landscape. Whether you’re announcing a new business opening in Miami, a community event in Tampa, or a nonprofit initiative in Jacksonville, a well-crafted press release can secure valuable media coverage and reach your target audience.
Understanding Florida’s Media Landscape
Florida’s diverse media market spans major metropolitan areas like Miami-Dade, Broward, Palm Beach, Tampa Bay, Orlando, and Jacksonville, each with distinct audiences and interests. The state’s year-round tourism industry, diverse population, and unique geographic challenges create specific news angles that resonate with local media outlets.
Florida journalists often prioritize stories that impact residents’ daily lives, affect tourism, address environmental concerns, or highlight the state’s economic development. Understanding these priorities will help you position your story effectively.
Essential Components of a Florida Press Release
The Headline
Your headline should be compelling, newsworthy, and include relevant Florida geographic markers when appropriate. For example: “New Jacksonville Tech Hub Creates 500 Jobs in Northeast Florida” is more effective than simply “Company Expands Operations.”
The Dateline
Always include the city and state in your dateline. Florida press releases should specify the exact city (e.g., “ORLANDO, Fla.” or “FORT LAUDERDALE, Fla.”) rather than just “Florida,” as the state’s size makes location specificity crucial for local media relevance.
The Lead Paragraph
Your opening paragraph must answer the five W’s and one H: Who, What, When, Where, Why, and How. In Florida, emphasize the local impact and community benefit. For instance, if announcing a new facility, mention job creation, tax revenue, or community services rather than just company expansion.
Body Paragraphs
Structure your content with the most newsworthy information first, followed by supporting details. Include relevant statistics, quotes from key stakeholders, and specific benefits to Florida residents or communities. Address seasonal considerations if applicable – many Florida stories have different relevance during tourist season versus summer months.
Quotes and Attribution
Include quotes from credible sources such as company executives, local officials, or community leaders. Florida media particularly value quotes from elected officials, chamber of commerce representatives, or university experts who can provide local context and credibility.
Florida-Specific Considerations
Hurricane Season and Weather
If your announcement relates to emergency preparedness, construction, outdoor events, or insurance, acknowledge Florida’s hurricane season (June 1 – November 30) and how your story connects to weather resilience or preparedness.
Tourism Impact
Many Florida stories have tourism implications. If relevant, mention how your announcement affects visitors, supports the hospitality industry, or enhances Florida’s appeal as a destination.
Environmental Factors
Florida’s unique ecosystem means environmental angles often strengthen press releases. Consider mentioning sustainability practices, water conservation efforts, or environmental compliance when applicable.
Multi-Cultural Audiences
Florida’s diverse population includes large Hispanic, Haitian, and other international communities. Consider whether your story has multicultural angles that might interest Spanish-language media or other ethnic publications.
Technical Requirements and Distribution
Format and Length
Keep your press release to one or two pages maximum. Use standard business formatting with clear paragraph breaks, bullet points when appropriate, and professional typography. Include your organization’s letterhead or logo at the top.
Contact Information
Provide comprehensive contact details including:
- Primary media contact name and title
- Direct phone number and email
- After-hours contact for breaking news
- Website and social media handles
- Physical address with Florida city and ZIP code
Timing Considerations
Florida’s media operates across multiple time zones (Eastern and Central), so specify time zones for any time-sensitive announcements. Consider the state’s seasonal patterns – winter months bring increased media activity in South Florida due to seasonal residents and tourists.
Distribution Strategy
Local Media Outlets
Target relevant local newspapers, TV stations, radio stations, and online publications. Florida’s major markets each have multiple outlets, from daily newspapers to neighborhood weeklies, Spanish-language media, and industry-specific publications.
Florida Wire Services
Consider using state and regional wire services that specifically serve Florida media outlets. These services can help ensure your release reaches smaller markets and specialized publications throughout the state.
Digital Distribution
Leverage online press release distribution services, but also directly email targeted journalists who cover your beat. Many Florida journalists prefer direct communication for locally relevant stories.
Common Mistakes to Avoid
Generic Messaging
Avoid cookie-cutter press releases that could apply to any state. Emphasize Florida-specific benefits, partnerships with local organizations, or connections to state initiatives and priorities.
Ignoring Local Government
Florida has strong local government structures. If your story involves permits, zoning, economic development, or community impact, include relevant quotes or acknowledgments from city, county, or state officials.
Overlooking Regulatory Context
Florida has specific regulations for many industries. Ensure your press release accurately reflects any required approvals, licenses, or compliance issues relevant to your announcement.
Poor Timing
Avoid releasing news during major Florida events like hurricane threats, legislative sessions, or major tourism periods unless your story directly relates to these events.
Best Practices for Success
Build Relationships
Develop ongoing relationships with Florida journalists who cover your industry or geographic area. Personal connections often determine whether your story receives coverage.
Follow Up Strategically
After distributing your press release, follow up with targeted journalists who might find your story particularly relevant to their beat or audience. Provide additional resources, photos, or interview opportunities.
Measure Results
Track which outlets cover your story and analyze what elements resonated most with Florida media. This data will improve your future press release strategy.
Maintain Accuracy
Double-check all Florida-specific information including city names, official titles, statistical data, and regulatory references. Florida media outlets are particularly sensitive to accuracy given the state’s complex political and economic landscape.
Writing an effective Florida press release requires balancing universal journalism principles with deep understanding of the state’s unique characteristics, media preferences, and audience interests. By emphasizing local impact, acknowledging Florida’s distinct challenges and opportunities, and maintaining professional standards, you can create press releases that capture media attention and effectively communicate your message to Florida audiences.
Success in Florida’s competitive media market comes from consistently providing newsworthy, locally relevant content that serves the interests of Florida residents, businesses, and communities. Focus on genuine news value, maintain professional relationships with journalists, and always consider how your story fits into the broader narrative of Florida’s dynamic and diverse landscape.
Brian French’s press releases are strategic tools, blending engaging narratives with SEO optimization. A Naples realtor announcing a new development might feature on FlBusinessNewswire.com, with keywords like “luxury homes in Naples” to boost search rankings. His releases are distributed across FloridaCorporateNews.com, FloridaBusinessHeadlines.com, FloridaBusinessNewsroom.com, FloridaOnlineNews.com, and FloridaBusinessNews.net, ensuring broad reach.
