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 for you.

Remember that your news 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.

3. Content

What’s the story?

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 implementation of a new law.

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 and why you have organised the event.

Essential details

Identify the document: Put the words PRESS RELEASE at the top.

Date of release

Add the date and time that you wish your release to be published. Include the words FOR IMMEDIATE RELEASE if you want your story to be reported straight away.

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.

Contact details

Make sure you provide your name, home and mobile phone numbers, email and website address.

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 television crews to come to your event, especially if there are obvious visual draws.

4. Style

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. Think of an inverted pyramid of information, with the most important points at the top.

Other points to consider:

• Use campaign headed paper if you have it

• 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

• Read and check your release and get someone else to check it as wellUse campaign headed paper if you have it

5. Sending your press release

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. You should, by now, have already made contact with journalists in your local area. If you are unsure, 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 eve of public holidays.

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.

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, 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.

You can read the Action Network guide, How to use the media.

6. Sample press release

Trumpton Residents’ Association
Tel: 01444 555 313
www.trumptonra.org.uk

PRESS RELEASE
11 November 2003

FOR IMMEDIATE RELEASE

Families fight dangerous dogs

Members of the Trumpton Residents’ Association will hold a demonstration outside Meldrum’s Kennels on Saturday 16 November.

Families are outraged at the kennel’s management who continue to allow violent dogs to roam the streets of Trumpton despite several nasty incidents.

The demonstration will begin at 11.00 and will end at 13.00 at the main entrance on Mill Lane. A crowd of at least 50 is expected.

Local head teacher Pamela Walton will be supporting the protest and will make a short speech.

‘It is atrocious that the kennel’s owners have done nothing to address this problem’, she says. ‘I have been confronted by aggressive dogs from the kennel myself and it was absolutely terrifying.’

Sue Craig, a resident of Willow Road, has seen the damage that the dogs can do.

‘My nine-year-old son was savaged by a ferocious dog. He had to spend two days in hospital because of the attack. The dogs should be kept properly locked up or the kennel should be closed.’

Members of the association have also called for a meeting with officials from Borsetshire County Council to discuss the problem. It is vital that someone in a position of authority acts now to prevent any further injuries.

Notes for editor
Sue Craig and her son will be available for photographs and interviews at the demonstration. Trumpton Residents’ Association holds public meetings on the first Tuesday of every month in the village hall.

Contact details:
Mike Riordan, Secretary, 01444 555 313, mobile 07722 555231, email mike@trumptonra.org.uk
Karen Holding, Chair, 01444 555 861

7. Feedback and comments

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Source:  BBC Online

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