Press releases

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Press releases/news releases (1) Short, 1–2 pages Sent to media – wire services, daily

newspapers, magazines, radio or TV stations Uses:

Report on recent activity Announce future event Announce something new in org that may interest

people and influence them

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Press releases/news releases (2) Provide basic facts –who, what, when, where, why,

and how Brief, accurate

Editors and reporters don’t want to dig for information Should read like newspaper story

Most important info in paragraph 1 Supporting details later

Editors cut bottom of story to make it fit space available, so important info at end may disappear

Don’t start with Director’s name Most editors will change this Changes increase risk of errors

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Inverted pyramid

The lead: the most important information: 5 Ws and H

Other important information

Further details

Headline

The body

Or hereEditor may

cut here

Inverted pyramid

Necessary information

The lead: the most important information: 5 Ws and H

Other important information

Further details

Headline

Identity paragraph

Contact details

Photographs

Supporting data

The body

Possible additions

Wineglass

Necessary information

The lead: the most important information: 5 Ws and H

Other important information

Further details

Headline

Identity paragraph

Contact details

Photographs

Supporting data

The body

Possible additions

New insight (“kicker”, “sting in the tail”)

Focus on an individual

Diamond

(or other strong close)

Broaden to describe larger issue he/she illustrates

Conclude by returning to individual

The headline

Title of story Attracts editors’ and readers’ attention Makes it easy to determine content Styles:

Informational More money for mango research

Teasing Mangoes make the world go round

Cute More money for mangoes from minister

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The lead

First 1-2 sentences of story Sums up the story Short, but not too short Tells you what story covers, what reader will

find in it News stories: informational leads

5 Ws & H: who, what, where, when, why, how? Feature stories: teasing leads

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The lead

Old style Today, the Minister of Agriculture, at a national conference

on agricultural policy issues, announced that the country’s annual budget for horticultural research would be increased this year by 30 percent over that for last year.

News up front There will be 30 percent more money for horticultural

research next year, said Maurice Minnis, Minister of Agriculture, at a national conference on agricultural policy issues this morning. The money will be used to develop new fruit and vegetable production technologies.

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The lead

There will be 30 percent more money for

horticultural research next year, said

Maurice Minnis, Minister of Agriculture,

at a national conference on agricultural

policy issues this morning. The money will

be used to develop new fruit and vegetable

production technologies.

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When

Who

Where

What

Why/how

Jargon

Avoid scientific, technical or development jargon Aim language at educated 14-year-old Rewrite jargon in plain language, then get it

approved by specialist Technical terms

Gender Millennium Goals Well known to development professionals, but not

to media editor or audience

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Quotes

Don’t use quotes to provide information “We have opened a loan window of Rs 124 crore,

aimed at small farmers. Interest rates are 3 percent and repayment can be in instalments.”

Do use quotes to provide insights and opinion “We expect farmers to be queuing up for these

new loans. They can borrow small amounts at low interest and repay in instalments.”

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Quotes

Say who said it, and say who they are “Beekeeping is a fantastic hobby”, says Udo

Gensowski, chairman of the Bechen Beekeeping Association. “Bees are fascinating creatures, they are an important part of nature, and they make great honey.”

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Getting quotes

Listen for catchy sound bites Note down (or record) immediately what the

person says Check with them if it is OK to use the quote

Don’t make quotes up! Except perhaps for staff of your institute:

If you make up a quote, check it with the person you are quoting

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Identity paragraph

Standard identity paragraph Describes your organization and what it does Include in every press release

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Contact information

Website Names of people who can provide more

information Often the public relations officer + 1 technical

specialist Email addresses, phone numbers Must be available in the evening

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Softcopies

Ask media contacts How they want to get releases: email, hardcopy,

fax… What is best email address

Put on website Photos

Provide at high enough resolution for print use (3 megapixels)

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Emailing press releases

Subject line: catchy title PRESS RELEASE: “Bees making honey for

Prime Minister” Put Press release or Story idea in the Subject

line or at the top of the body Put the brief in the body of the email text, not

as an attachment Create a template with your organization’s

logo, identity paragraph and contact details

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Hardcopies, faxes

Double-space hard-copies Page 1

Print on your org’s letterhead Include org name, mailing address, tel. no., area code,

name of contact person “For immediate release” or “For use after 3 July 2007”

If more than 1 page - more - at bottom of page 1 Put org name or subject of release at the top of page 2 - end - at bottom of page 2

If attach photos, provide captions

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More information

The Guardian: How to write an effective press release http://www.theguardian.com/small-business-network/2014/jul/14/how-to-write-pr

ess-release Huffington Post: 8 tips for writing a great press release

http://www.huffingtonpost.com/zach-cutler/press-release-tips_b_2120630.html?ir=India&adsSiteOverride=in

Entrepreneur: How to write a press release that gets noticed http://www.entrepreneur.com/article/226011

Inc.: How to write a press release http://www.inc.com/guides/2010/09/how-to-write-a-press-release.ht ml

The Marketing Donut: A complete guide to writing an effective press release http://

www.marketingdonut.co.uk/marketing/pr/writing-a-press-release/a-complete-guide-to-writing-an-effective-press-release

Hubspot Blogs: How to write a press release blog.hubspot.com/marketing/press-release-template-ht

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