Writing a successful press relese

We often think that newspapers and the media are only interested in bad news, and that's pretty much true for the national press. But local newspapers are much better at publishing good news providing it's interesting - and it's great free publicity!

To have a good chance of your news being published you will probably want to issue a 'press release.' I hope the following pointers will help you to write effective press releases.

Here's one I lifted from Martin Sheppard's most helpful York Diocesan communications web pages :

Notice the following:

The Format

The name of your organisation, and a logo if you have one
Address including phone, fax, e-mail etc! You want them to be able to contact you for more information.
The date of the press release and the date when the material can be used - if immediate then say so!
Your own headline - which they may or may not use. Make it memorable if you can!
If there's a photo opportunity then say so! This assumes that you are sending a press release about something which hasn't happened yet! Newspapers have quite high standards for their photography so it's good to have their own photographer if possible. If you find you have to send them your own photos, see my page on photographic tips.
Double, or at least 1.5 line spacing, in a legible typeface please. Make it easy to read and they will. Make it difficult to read and they won't!
ENDS' - where it ends!
At the bottom put the name of your contact and at least a phone number - even if it duplicates that for the organisation at the top.
'Notes for Editors' at the very end - location details, concise background facts etc.

The Text

"Tell 'em what you're going to tell 'em; then tell 'em; then tell 'em what you've told 'em"!

In practice that means:

Ideal first sentence is a single paragraph and covers the journalists' five 'w's: Who? What? Why? Where? When?� - and perhaps in that order.
1 to 3 paragraphs of information elaborating on the event, remembering that your audience may have little prior knowledge of who you are or what you're doing. Keep it short (always below one page of text) and keep it very simple. Avoid jargon at all costs. Include a quote from a relevant person if possible (it can be useful for the writer of the news release to draft the quote and get it approved by the speaker!)
Also keep it a short as possible and make it sound as interesting as possible. You have to compete with a lot of other people who want space - and the associated free advertising! - in the media. Try to make your story catch the imagination of the news editor!

What to do with it now you've written it

Send it to the right media outlet. You can send it to newspapers, TV, radio etc. The York Diocesan web site has a list of media contact details (though be careful to double check the information which can go out of date as reporters etc move on). You are allowed to send your news release to more than one at a time, but often it's better to establish and maintain your own media contacts and work closely with them. A press release sent to "Jimmy Olsen, Daily Planet" is more likely to be read and acted on than the same press release sent to "whichever monkey happens to be a=manning the news desk tonight"...
Check how your chosen media outlets prefer to receive a news release - almost all accept e-mail though you may prefer to use fax or the postal system. E-mail is quick and easy - but some will accept rich text (i.e. all the above about formatting can be done), some will only take plain text (your layout and highlighting is lost).
Make sure your contact can be contacted if more information is needed. The media have a great deal of time pressure to get the news out on time and they can't waste time constantly phoning back or leaving messages. Be available!
Every now and then, it is nice to send a thank-you letter to the editor who places your press releases in the paper. Send a brief note of thanks, and relate any positive feedback you've gotten from the exposure, such as increased inquiries, new members, good attendance at certain events, or donations. The size of our organization and its members, supporters, and fund raisers, will grow and progress in proportion to your ability to "get the word out."

If you found this information helpful, or if you would like more information, or you have suggestions to improve it: please contact me.