Writing a Press Release
- What is a press release
- How is a press release used
- What to consider before you write a press release
- Tone and structure of your press release
- What you should include
- Getting the facts straight
- Use quotes
- Contact details
- Pictures
What is a press release?
A press release is simply a statement prepared for distributing information, preferably typewritten, to the media. The purpose of a press release is to give journalists information that is useful, accurate and interesting. Useful, accurate and interesting, it's that easy.
It's an informal arangement between you and the newsrooms you approach. You simply offer an interesting news item. It is written in third person and seeks to demonstrate to a journalist the newsworthiness of what you want to say.
A well-written news release may be your key to getting your story published. Getting published is like an receiving an endorsement of your Church, your message and you. It gives you credibility. And remember, sending out a press release is far cheaper than paying for an advert.
Press releases are often sent alone, by email, fax or post. They can also be part of a full press kit with photographs, or may be accompanied by a covering letter.
How is a press release used?
Which type of publication (newspaper, local radio, magazine) you are approaching will have a major influence on your chances of getting published. Local newspapers and radio stations are hungry for good news stories and are likely to welcome your initiative. Regional television companies will be looking for the strongest stories with the most outstanding pictures. Specialist Church and Christian magazines may be good targets because their circulations are relatively small and their articles are more focused.
Before you start writing, take time to study these media and try to spot the stories that have come from a press release. You will also notice that newspapers and magazines vary from each other in style and content. Write your press release with their needs in mind.
It's much harder to get your release published in national newspapers and consumer publications. They have high circulation figures and a wider range of interests. Remember too that your press release will be one of a staggering number of releases a newsroom receives each day. If it stands out as interesting, relevant and newsworthy, you will have a better chance of publication.
What to consider before you write a press release
Why do you want to issue it?
- To publicise a fundraising event, anniversary or milestone
- To advertise an open day, seminar or conference
- To announce a new appointment
- To put the record straight or protest
- To update your target audience on a matter
- To increase the chance of having your story published
Is the information newsworthy?
Think carefully what your main message is – can you explain it in a simple and clear way? Try to highlight the most interesting part of your story or event. What is unique about this story – is it a first, is it the only event held like it in the region?
Who is your audience? Be clear who your readers or listeners are – and target them through the appropriate medium.
So which newspapers, journals, radio stations or television companies will best disseminate your message?
In short, what do you want to say and whom do you want to say it to?
Tone and structure of your press release
- Be scrupulously accurate with all facts – make sure your release is grammatically correct, your sources are quoted accurately and it doesn't contain any errors or spelling mistakes. Take special care to ensure the correct spelling of names – both of people and organisations.
- Be factual - present only information that is true, correct and doesn't embellish anything that is to be communicated.
- Be succinct - keep it punchy and avoid unnecessary fancy language, such as state of the art, cutting-edge, revolutionary.
- Be objective - almost impossible to do, but refrain from using over-hyped quotes which may be seen as being too biased.
- Be timely - your press release may not be topical, but you may be able to incorporate your story with a more recent news event.
- Be original - it may be your 20th annual event, but it needs to sound fresh and exciting to attract.
What you should include
- Identify the document – simply put the words ‘PRESS RELEASE’ at the top
- Date of release – mark clearly the time and date when you want your release to be published.
You may want some of the information embargoed, i.e. held back from publication until a later time or date. For instance, if you're 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 this 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. Editors are not duty bound to observe an embargo, but in practice most local papers do.
Include the words 'FOR IMMEDIATE RELEASE' if you want your story to be reported straight away.
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. Don't assume that every release will be read by the same person.
When you have written your press release, check that you have answered the questions:
- Who - is the story about?
- What - is it about?
- When - will it happen?
- Where - will it happen?
- How - will it take place?
- Why - is it happening?
Use quotes
Quotes from people involved in your event or campaign will really help liven up your release, but make sure they are concise and relevant. And do check their accuracy with the person quoted. Never be tempted to make up a quote and attribute it to someone without their permission.
Contact details
Make sure you provide your name, phone numbers (mobile as well), email and website address.
And do make yourself available once your presss releasse reaches its destination. If you are in a meeting, leave a recorded message on your mobile phone saying when you will be able to return calls.
Pictures
Not only are the press looking for original stories, they are also on the alert for good pictures. From the moment you decide to approach the media, ask yourself how intriguing and eye-catching the event will be. Will the action make a good photo? Will it convey your message in an compelling way? Can you take a picture in advance of the occasion? With a little thought and help you can easily improve your news photos.
Although it is not essential, you could include photos of your group with your release. This will remind the press that you are a living community, 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.
If you are planning a spectacular event, decide if you want to stage a photocall. Local newspapers are working with tight budgets. but they may be prepared to send out a skilled press photogtapher if the opprtunity warrants it.
The right picture is worth a thousand words.
Related Links
- Designing a Leaflet
- Improving your News Photos
- Local Newspapers
- Mind your language
- Radio & Television Interviews
- Radio & Television Stations
- Spelling out words
- What is newsworthy?
- Writing a Press Release