Press Releases

Press releases should be:

SHORT - A press release is an outline of facts and opinions; it is NOT an essay.

SHARP - Use clear, strong everyday language. Keep sentences brief - one idea per sentence. Use short paragraphs - one or two sentences.

TO THE POINT - Don’t get lost in detail. You don’t have to explain everything. But you must explain anything that the uninformed reader won't understand.

Use A4 notepaper, headed if you have it. Type, double spaced, with wide margins on one side of the paper. Make it fit on one page, or two at the most. If you do use more than one, don't run sentences or paragraphs from one sheet to the next.

Write ‘Press Release' and date in large print at the top. Include the name and title of the person for whose attention the release is.

Short quotes give life to your message, but they must be attributed to someone. Avoid jargon, clichés, unexplained abbreviations, confusing or misleading statistics, and any facts you're not sure of.

Embargo

Only issue an embargo if the story really needs it. For example Jean Bloggs is to be presented with an award at 12 noon, but she won't find out she's won until the event itself. The media should understand why the embargo is needed, but you can only request that they respect it. If you fear the press will spoil the surprise look at issuing 2 press releases … the first to tease the story and tempt journalists into covering it, and the second to be issued when the award has been presented.

Heading

This should be a catchy, short title that sums up the story in a few words. Is it tempting to an editor deluged with news releases? Will it stand out in the editor's email inbox?

First paragraph

Make sure your sentences cover Who, What, Where, When, Why (and How, if appropriate) in your first paragraph. i.e.:

WHY can follow in the second sentence or paragraph:

“Members of Bolton's Women's Forum will occupy the city council chamber tomorrow (THURSDAY) afternoon.
Their action follows the council’s refusal to give women the vote in Bolton.”

Second paragraph

This should provide more information about the above.

Third paragraph / additional paragraphs

This paragraph could be a quote from someone involved who is willing to talk to the press if requested. The quote must add a new dimension, such as the personal side of the story. Alternatively it could be a quote from your spokesperson explaining the importance of the story in strong, authoritative language, e.g.:

"There are now 350 young people living rough in this borough, a vast increase since this time last year", said Janine Pearce of Trentby Youth Housing Help. "Such figures dispel once and for all the myth that there are no homeless people in our area. They have nowhere to turn and urgently need our support."

ENDS

Write "ENDS" at the bottom of your press release.

Contact Details

Your name, title, telephone number and home or mobile phone should be included in clear, bold print at the bottom of the press release. Provide a contact number for when you are out of the office.

This can make the difference between your story being covered or not. Make sure you are going to be available when you send out the press release. There's nothing as annoying for a reporter as to be told "our spokesperson is away".

Additional Information for Editors

Describe your charity in a few words if this hasn't been covered in the press release above. Include your website address if you have one.

Other tips for writing a press release

Avoid the temptation to put your organisation's name in the first sentence of the press release - instead, concentrate on the issue and how it affects the reader, viewer or listener. Where appropriate use phrases like "the first ever", or "youngest", "oldest", "biggest". Remember the media get hundreds of press releases each day so your one needs to stand out.

You could try and "sell" the story in advance to a reporter, and let them know when you are going to issue a press release. Remember if you have Word you have a thesaurus you can refer to if you find you are repeating the same phrase or word a lot.

What Next?

Keep a copy of your press release, together with a record of where and when you sent it. Make sure your named contact knows this too.

Follow up the press release with a phone call, and if it hasn’t been received, send another copy.

Checklist for a News Story

Now you know what needs to go in a press release. Look at the examples on the following pages and see what is missing, or could be improved.
 

Exercise 3 Assessing the splash you have made Now you know what needs to go in a press release. Look at the example below and see what is missing, or could be improved. Press Releases - Example DIBLEY PARISH CHURCH Church Street DIBLEY, Suffolk. IP1 1GG United Kingdom Phone +44 (0)1234 567890 Fax     +44 (0)1234 567890 Email  vicar@dibley.org.uk 02 May 2009 AMERICAN CHOIR IN DIBLEY An American choir is in Dibley on Friday helping to celebrate the tercentenary of one of Dibley’s historic places of worship. The choir of First Parish in Dibley, Massachusetts, will be performing a programme of 'Three Centuries of American Song' at the 300-year-old Dibley Parish Church on Friday, 5th May, at 7-30p.m. (admission free). Dibley Parish Church is also celebrating its tercentenary. Earlier in the day choir-members will visit the ancestral Suffolk town of Dibley. There they will be received by members of the Dibley Parish congregation and the chair of the parish council, Mr. David Horton. For our suggested corrections ... REVEAL >>>

You can download a template for a press release below:
 

ProForma - Media - Press Release This template can be used to type up your press releases.

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