A press release is an easy way for organisations and campaigns to tell the media about events and important news issues.
Publicity is an essential ingredient in the recipe for campaign success, and press releases are one of the best ways forward if you want to achieve media interest.
2. Why are they used?
Journalists are busy people, and usually want the quickest and easiest way of getting to a story. A well-written, professional press release will do just that.
Remember that your press release will be competing with many others that the editor or reporter looks at each day, so make sure you have something new to say.
It's important to think about the story you want to get across. Your press release should be focused on an event that your group has organised or something that you have done.
The first release you write might report your group's initial meeting and what you hope to achieve. You should draw attention to the fact that you're a new campaign group. Set out your specific aims and emphasise how you differ from other similar groups. If possible, indicate the breadth of support that there is for your cause.
The press releases that follow should focus on new stories, not just restatements of what your group believes. You should time these to coincide with an event, like a public meeting, demonstration or handing in a petition, or a bigger news story, like the first day of a consultation or a new law.
Identify the document Make sure that it is absolutely clear what the document is. To do this simply put the words "PRESS RELEASE" at the top.
Date of release
When do you want your release to be published? Mark the time and date clearly at the top of the page.
Make your release clear
You may want some of the information embargoed, i.e. held back from publication until a later time or date. For example, if you are going to make an important announcement at a public meeting, you might want to tell journalists about it in advance to capture their interest and to give them time to prepare their stories. But it might reduce the impact of your announcement if it has been reported in advance. You can embargo your whole press release or just a part of it and you can specify the precise time when you want the story to be made public.
Include the words "FOR IMMEDIATE RELEASE" if you want your story to be reported straight away.
Contact details Make sure you provide your name, phone numbers, email and website address.
Getting the facts straight You need to describe the facts of your story clearly. If you are writing a press release about an event you have organised, you need to say what the event is and where and when it is taking place. You also need to explain who you are (don't assume that every release will be read by the same person) and why you have organised the event.
Use quotes Quotes from people involved in your campaign will really help liven up your release, but make sure they are concise and relevant.
Pictures Though it is not essential, you could include photos of your group. This will remind the press that you are a living campaign, not just a piece of paper. It might also encourage photographers and television crews to come to your event, especially if there are obvious visual draws.
Getting the style right is crucial if you want journalists to take notice of your press release.
Headlines You should start with an eye-catching headline. Journalists think in sound-bites, so use the most exciting, attention-grabbing part of the event to sell the story. Focus on what is new and what is happening at the moment.
Opening paragraph Your opening paragraph must explain the headline - but with a bit more detail. It should highlight the main news point clearly and vividly. The opening often makes or breaks the entire release, so the first 20 or 30 words are crucial.
Each paragraph used thereafter should go down in order of relevance. Make sure the most important points are always at the top.
Some other quick tips to consider:
Avoid going over a single page
If there is room, use double spacing so sub-editors can write their instructions in the spaces
Reiterate the key points at the end
Use campaign headed paper if you have it
Read and check your release and get someone else to check it as well
It's really important to make sure the release goes to the right person. Make sure when you fax the release that it has a name clearly printed on the cover sheet. If you are unsure where to send it, find out the name of the news editor and send it to them.
When to send your press release Timing can mean the difference between success and failure. Think about times of the day when news is thin and you are likely to get more attention. For example, early mornings are a good time to contact daily newspapers. Try to avoid Friday afternoons or the day before public holidays.
Build a relationship with the press The best way to get attention is to build relationships with the local or national journalists you are trying to attract. Get in touch before you send your first press release, and offer to meet them, or talk to them about your story. Nurture your contacts so when you do send a press release, it gets a good reception.
Follow up with a call This is crucial. You may have spent a lot of time crafting the perfect press release only to find it gets buried on a busy news desk. By calling up and checking your release has been received, you will bring it to the attention of the journalist who might otherwise have missed it. If your story doesn't appear within the next few days, call up and ask why, so you can learn how to improve your press release for next time.
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