Effective PR

6. Writing a Press Release

6.1 Aim your press release at the journalist responsible for the section in which you want to appear.

• Like an advertisement, it will need a good headline to encourage the journalist to read the whole release.
• Include all the key points of the story in the opening paragraph, but keep it tight.
• Put the paragraphs in order of importance.
• You can draw attention to your story by promptly following up the press release with a phone call - but only if you have some last minute news to add to it.

6.2 Adopt a simple press release format to make it easier for the journalist.

• Title the subject of your email or letter 'Press release'.
• If you are sending a written press release, use double spaced lines, with wide margins, to make the text easier to edit.
• Keep the text short and to the point.Put any detailed or background information in a separate 'note to editors'.
• Keep your credibility. Read through and check spellings and all checkable facts.
• Include contact details, so journalists can easily call if they need further information.

6.3 Write in the style of the publication.

• Use short sentences and short paragraphs (no more than 60 words per paragraph).
• Use similar language (eg avoiding inappropriate jargon).
• Include quotations to spice up the piece.