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.
• Draw attention to your story by promptly following up the press release with a phone call.

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

• Use your letterhead paper, with 'PRESS RELEASE' across the top of the page.
• Use double spaced lines, with wide margins, to make the text easier to edit.
• Keep the text short - typically a total of 300 words, at most.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.