If your organisation or partnership wants to communicate
a message to the media the most simple and effective way of
achieving this is by issuing a press release.
Here is some guidance on how to write, display and issue a
press release. There are some quite common standards regarding
layout and content and if you follow these your press release will
appear professional and is more likely to be used by a
journalist.
Be as concise as possible but make sure that you include all the
important, relevant information. The most important information
should be put in the first paragraph.
Your press release should answer:
- Who?
- What?
- Where?
- When?
- Why?
- How?
Avoid long words and paragraphs.
Emphasise all factual information. Opinions should be given as
quotations from relevant people.
Be positive and do not say anything that may disadvantage your
organisation.
Make sure that you spell all names correctly.
Avoid jargon and unexplained abbreviations. Make your language as
plain as possible.
Keep a copy of your press release and make sure that any other
members of your group, especially if they are mentioned in the
release, are also sent a copy.
Try and send the press release to a named journalist or mark it for
the 'news editor'.
The release should not be more than two pages, if journalists need
more information they will contact you.
If you have extra information you wish to add that is not directly
relevant to the story (for example, what happened at the event last
year, or some basic facts and figures about your organisation) put
this as 'ADDITIONAL INFORMATION'.
All press releases should be on headed paper. If your
organisation does not have headed paper you need to clearly type
your organisation, contact name, number and address at the top of
the page.
Give your press release a simple headline, no more than six words,
that summarises what the release is about.
Under the heading in capital letters write 'PRESS AND MEDIA
STATEMENT' and add the date.
Either mark the press release for 'IMMEDIATE' release or 'EMBARGOED
TO' and add the date you wish a journalist to use your press
release from.
Type the press release with wide margins, double spaced and at
least a 12 point font typeface.
Do not run sentences of paragraphs from one page to the next.
At the end of each page add 'MORE' if the release continues and add
'ENDS' at the end of the release.
