Spreading the word through smart communications :: How to write a press release

Transcription

1 Spreading the word through smart communications :: How to write a press release Version 1.0 March 2012

2 How to write a press release A press release (or media release, media alert) is the most basic and cost effective tool for getting your organisation to the attention of the media. It is a page of newsworthy information you prepare and send to the newspapers. Press releases are usually sent out to let the papers know of a story that will be happening in the near future for example the opening of a new building, or the first night of a performance so the paper can cover the story. You can also use a press release to send in a story that happened recently (i.e. in the day or two). A press release gives the editor of the paper all the information they need to publish the story, or follow it up with a reporter. It answers the questions who, what, when, where and why in the opening paragraph and gives a contact name and telephone number for further information. It is usually short about 250 words and made up of short paragraphs of short sentences. It finishes with information on who to contact for more information. Don t be daunted by the prospect of writing a press release; simply convey the essential information in a clear and well presented way, following the guidelines offered below. It is important to bear in mind that whilst coverage from a press release is free of charge, unlike paid advertising, you can t guarantee your story will be used, and you won t have editorial control over how the media will use your story. Structure and Content Impact matters you need to make your release stand out from all the others that land on the reporter s desk. The first 30% of the page is the most important. It is vital that you use this space to catch the journalist s attention. Headline: Think of a clear, catchy title, no more than six words long, that is punchy, to the point and tells the reader what your story is about. The first paragraph should grab the reader s interest and summarise the whole story. Ask yourself if it would stand alone if nothing else were published. The five W s: the introduction should cover the important facts: Who What Where When Why? Re read what you have written and ask yourself these questions. Can you answer them? The facts should be in descending order of interest because newspapers cut stories from the bottom up, to make them fit the space available. If they do this then you might find that the most interesting or newsworthy fact about your story may be removed. Include a quotation. These can be used as the verbal form of photographs and can add interest and reality but make sure that they extend the information in some way and not just give a bland blessing. Ensure that you cite whoever said it and always put quotation marks around quotes. Always date your press release. Always include a contact name and number and make sure the contact person is easy to get hold of and is fully briefed about the story. Include a mobile and where you are available in daytime hours. Imagine having to read the release in front of a room full of people with cameras, microphones and tape recorders. A press release should be to the point, not full of catch phrases and attempts at subtle advertising. Page 2 of 5

3 Presentation and Layout This is also important you want to make your press release as easy on the eye as possible to make sure that it gets read. Always type it up: there is no such thing as a hand written press release Don t crowd your text and keep it left aligned not centred so it is easier to read and easier for the newspaper to edit. Use a readable font something plain and simple like Times New Roman or Arial, never use anything fancy like French Script or too informal like Comic Sans Keep the font size at a easily readable size not usually any less than 10 or 11 point. Most press releases are sent by e mail; if you are sending out a press release this way, it is worth putting the text in the body of the as well as attaching a word document or pdf. This may increase its chances of being read. Never type on both sides of a sheet of paper a press release should always be single sided Use your headed notepaper for the top sheet, but plain white paper for any additional pages Never split a sentence over two pages, and preferably never split a paragraph over two pages. Staple the pages of your release together: paperclips can come undone. a single person of contact with a direct phone number and direct address. You should also include your web site s URL in every press release if applicable. Language and Tone Keep it clear and simple use language that is plain, economical and confident. Use short sentences and keep the whole press release to 250 words or less if you possibly can. Write for your neighbour rather than a colleague i.e. someone who knows nothing about your organisation and doesn t use your jargon. Ask yourself if the ordinary reader understand what you mean, or get someone else to read it. Change or simplify anything they don t understand. Avoid jargon. Don t use acronyms unless you explain them in full first. Avoid clichés. Write from the reader s perspective, not your own. For example, don t start your story with a longwinded explanation about how hard you worked to get funding from a particular charitable trust for an activity start with telling the public about the activity that they can take part in! Any story you send to a paper will only be used if the editor feels it will be of interest to their readers. When writing about people, include their suburb or residential area in brackets after their name; e.g. Jan Smith (Mornington Peninsula). Editors look for news that is relevant to their readers, particularly in local publications. Be truthful and accurate it wins you credibility. Beware false claims such as the first, the only and the biggest. Incorrect press releases could get you a bad name and come back to haunt you. Page 3 of 5

4 Images Use images a good picture can be the difference between your story being published or ignored. If you send an image with your press release be sure to: include a photo caption at the end, giving the names of people in the picture so they can be easily identified (write down who they are when you take the picture, otherwise you may get confused); give the ages of any children included in the picture; credit the name of the photographer; Name the image file something relevant the name of the event and person sending the release for examples, just in case it gets separated from the release. use a good, clear image with a strong, simple subject Most journalists prefer you to images of at least 300DPI. You can check with the journalist what size and format they will prefer. When to send your press release Don t send an important press release out on a weekend. Is Friday a good day to put out a press release? Yes and no. Yes if you put it out first thing in the morning and follow up to your local journalists with a phone call. Friday is sometimes a good day to work the media because you ll usually find people in better moods with the weekend coming up. But be careful your release doesn t get ignored until Monday. Avoid sending press releases the day before a public holiday or three day weekend unless the release has something to do with the holiday or is absolutely necessary because of the timing. Send your press release after 9.30am and before 3.30pm. Do not put out a press release and then go on holidays. If this is going to happen, use someone else as the contact. How to send your press release and who to Identify editors and reporters who would be most interested in what you have to say. For Auxiliaries, we suggest you familiarize yourself with the journalists and editors who report on medical stories, community events, human interest stories. Choose your media list carefully. If sending via , be sure you have the right address. Queries should be over the phone for the best results. Only send your release to one person per news outlet. Be patient. Not every editor or reporter will bite, and they will only be annoyed if they get too many s and phone calls about one event/activity. Page 4 of 5

5 Brevity is not only allowed, it is encouraged and rewarded. It shows you respect the time of busy editors & reporters. If they require more information, they will ask. Four Tips for Improving a Boring Press Release It can be difficult to find an angle that grabs attention. Here are four tips for perking up a boring press release. 1. Help the media visualize numbers and statistics. Give readers a well know reference for what might otherwise be an abstract number: More than [X] number of people attended the protest rally. That s enough people to fill a football stadium. Or perhaps: The Auxiliary has raised over $XX in the past 10 years. That s the same as XX cups of coffee or XX tanks of petrol. 2. Help the media determine what a number or amount means. For example, if your press release announces that your Auxiliary has raised $XX in the past year, then compare that amount with the amount raised in previous years. Highlight your strengths and growth areas. 3. Work a human interest angle. A bland press release can be made more interesting and relevant by developing a human interest angle. Focusing on a specific person, including their personal achievements and interests within a community, resonates with the media. 4. Use a fact sheet. A fact sheet is a great solution when you can t get away from boring facts and numbers. The first page of the press release can engage the reader and contextualize what the facts mean. The second page the fact sheet serves to list the important facts or numbers. Page 5 of 5