Effective PR

6. Put out a Press Release

6.1 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.

6.2 Write an attention-grabbing headline, without being obscure or over-clever.

• The headline should indicate what the press release is about. But if it is boring, the editor may not bother reading further.

6.3 The opening paragraph must summarise the story and highlight key points of interest to the people the editor is aiming at.

6.4 Next, give some details. Put the most interesting information first, as the editor may not read the whole press release. If you are launching a new product, the follow-on paragraphs should explain:

• What is new about your product.
• Its advantages.
• Its applications - who can use it for what?
• Its details - specification, price.
• Who to contact for more information.

6.5 Use short sentences and short words.

• Avoid jargon - unless you are writing for a technical magazine.
• Always include some quotes in direct speech, as these spice up the material and are popular with editors. Comment should always come from a named person, not your company.

6.6 Below the text, put the writer's name, address, email address, office and home telephone number, and the date.

• Make sure the person named is available. Editors will lose interest if they cannot get hold of anyone.

6.7 Make contact with the publication or programme you are aiming for.

• Find out the name of the journalist who is most likely to cover the story.
• Send the press release and then phone to check that the journalist has received it.