6 - Press releases

Effective preparation

A press release is a written or recorded communication directed at members of the news media for the purpose of announcing something you would like reported.

Journalists receive press releases all the time. Most are sent electronically and many are deleted without being opened. Hard copies mostly end up in the bin.

The main reason is because the information is of no interest, or perceived to be irrelevant. But it can also be because the press release is badly written.

It is up to you to help the journalist grasp the point of the release from the headline and the first paragraph. Do not assume the journalist will read beyond this.

TARGETING YOUR PRESS RELEASE

  • Only send a press release to journalists who are likely to be interested in the contents
  • Prepare a list of target media. This will help you decide the news angle(s) and writing styles
  • Write several versions with different angles if you are targeting different types of media
  • Vary the language and detail if necessary. For example, use specialist terms for a technical journal but not for a community newspaper
  • Always think about the ultimate target audience - the reader, viewer or listener. What will interest them?

FOR EXAMPLEmagnifine-glass-150

Imagine your NGO has secured sponsorship from a major communications company. It involves hosting an online communications hub to promote your cause, engaging and mobilising stakeholders around the SDGs.

The main press release might say something like:

“NGO X will help people to have their say on humanity’s future, thanks to a lucrative sponsorship deal...”

The press release for the communications trade press might say:

“Communications company X has agreed to sponsor a local NGO as part of its profile-raising campaign…”

For a development/third sector site the press release might say:

“Stakeholder participation in the SDGs will be boosted this year…”

HOW TO CONSTRUCT A PRESS RELEASE

Your press release must be newsworthy and have a news angle. The new element will vary depending on the media you are targeting. This should go in the headline and should be expanded slightly in the first paragraph, together with the main facts.

The press release needs to answer these questions:

WHO? WHY? WHAT? WHEN? WHERE? HOW?

This is how journalists construct their stories so you need to give them the material to work with.

Here are some other tips:

  • The first paragraph should be just one or two short sentences.
  • The detail behind the main facts should be further down in the main text of the press release, with the least important at the end.
  • Include a short quotation from someone relevant to the story, perhaps a named senior individual from your organisation. A quote gives life and adds human interest.
  • Do not quote anyone without checking first they agree with the form of words and context.
  • Include a brief statement about your organisation if it is not well-known. This background can be at the bottom of the release in a separate ‘note to editors’.
  • Make the date of issue clear to avoid confusion, and state clearly whether the news is embargoed until a later date.
  • Add a contact name, phone number and email address at the bottom in case the journalist wants to clarify something or needs more information.
  • Do not put the head of your organisation as the contact person, unless he or she is willing and able to take calls.
  • No press release should be more than two pages of double-spaced A4 paper (about 300 words in English).

GETTING IT WRONGmagnifine-glass-150

If you work for a large charity you can find yourself having to rewrite press releases time and time again as more and more people chip in with their thoughts.

This article by a charity insider gives a fascinating insight into how not to prepare and publish a press release.

  • The never-ending press release (Charity Comms)

Stakeholder Forum and Civicus are not responsible for external websites

YOUR STORY MIGHT NOT BE THEIRS

Do not assume that a press release will be used in the way you intend. A journalist might take some of your material and add it to a different story on a related topic.

It might also prompt a journalist to enquire about other things that your organisation does.

Assume a journalist will re-write your press release to make it more relevant to a specific audience.

KEY POINTS

  • Is the announcement new and worthy of a press release?
  • Decide your target audience first
  • Make it very clear at the top of the press release what the story is about
  • Keep press releases short and to the point
  • Send a press release only to the journalists or media outlets that can reach your target audience
  • Make it easy for journalists to contact someone in your organisation for further information.

 

YOUR PRESS RELEASE TOOLS

You can download a planning template for your press releases here:

Use this checklist to ensure your press release is as focussed as possible:

PRESS RELEASE CHECKLIST

Before you start

Who is the release targeted at?

Who will be reading it?

Where will the content appear? (online, newspaper, journal?)

Decide whether it is best as a separate document or body of an email.

News should be:

  • new
  • relevant
  • interesting

Writing the press release

  • Use a template with your logo and the words ‘PRESS RELEASE’ at the top - and standard background info about the business at the bottom.
  • Use a standard font in 11pt or 12pt.
  • Is it embargoed or for immediate release? Always put a date.
  • Use short sentences and short paragraphs - especially for the Web.
  • No more than two pages of double-spaced A4.
  • Include a quote from key personnel if possible.
  • Does the release answer key journalistic questions?
    WHO? WHY? WHAT? WHEN? WHERE? HOW?
  • Check spellings - preferably with a dictionary.
  • Double check any names (including place names) and times.
  • Add contact info for more details, including an out of hours phone/email address if appropriate.
  • Ask a colleague to read the press release you have written and check for errors.

Follow up

  • Phone to check they received the release.
  • Offer photos and other materials as necessary.
  • Archive the press release where you and your colleagues can find it.