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Writing a Press Release

What is a press release?

A press release is simply a statement prepared for distributing information to the media.   It could, for instance, contain details of an event at your church, a new appointment or an award, or an invitation to attend a photocall.

A well-written news release may be the 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 raises your profile. And remember, sending out a press release is far cheaper than paying for an advert.

The purpose of a press release is to give journalists information, preferably typewritten, that's useful, accurate and interesting. Useful, accurate and interesting, it's that easy.

It's an informal arrangement between you and the newsrooms you approach. You simply offer an interesting news item. Written in third person, your press release seeks to demonstrate to a journalist the newsworthiness of what you want to say.

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.

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How is a press release used?

Which type of publication (newspaper, local radio, magazine) you approach, will influence 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 focussed.

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 and readers 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.

*Now there's an overused word.

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What to consider before you write a press release

Br sure you are doing this for the right reasons. Why do you want to issue a press release? 

  • To publicise a future 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 build awareness of your church
  • To increase the chance of having your story published
  • To appeal for donations
  • To call for volunteers

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 to whom do you want to say it? 

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Tone and structure of your press release

  • Be interesting - news is about an exciting or unusual event. Always place the most interesting fact in your opening paragraph. Newsdesks are inundated with press releases. Make sure yours catches the editor's eye or it may go straight into the bin.
  • 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 precise and punchy. 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 27th annual event, but it needs to sound fresh and exciting to attract.

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What you should include

  • Identify the document – simply put the words ‘PRESS RELEASE’ at the top, in caps, centred and bold type.
  • Say who you are and where you come from - for instance, St Luke's Church Choir, Ambridge. Place your organisation's name prominently in the opening section
  • Date of release – mark clearly the time and date when you want your release to be published.
  • A catchy Headline that tells the story and grabs attention - keep it short and simple using no more than ten words, in bold type. Convey the key point raised in your first paragraph in a light-hearted manner.
  • The body of your text - that's your news, the story itself which should, as a general rule, be no more than two A4 pages.
  • Notes for editor - provide additional background information. You may want to end the press release with an appendix that provides brief background material on your organisation.

You may want some of the information embargoed, in other words, 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.

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Getting the facts straight

You need to describe the facts of your story clearly in the body of your text. 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?

Journalists love facts and figures, particularly if they're relevant to their particular area. Wherever possible, use crucial facts such as participation levels to substantiate your story.

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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 to the story. They add colour and an authoritative voice to your release.

A good quote will support rather than simply repeat text of your release.

There's a good chance it will be included in a published article, so do check their accuracy with the person quoted.  Never be tempted to make up a quote and attribute it to someone without their permission.

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Contact details

Make sure you provide your name, phone numbers (mobile as well), email and website address.

Send out your press release several days in advance, but not too early. It may get lost in the pile.

And do make yourself available once your press release 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 and provide further information.

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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 people, your congregation or your group with your release. This will remind the press that your church is a living community, not just words on 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 professional press photographer if the opportunity warrants it.

A good picture is worth a thousand words.

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© Owen Spencer-Thomas

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