YHAgroup.org.uk

Writing Press Releases

Press releases are the easiest way of establishing a relationship and contact with local media. They are as simple as that, and it is important to remember that. Don’t spend hours agonising over getting the wording precisely right because that’s the reporter’s job. Any decent paper will re-write whatever you send them in any case. Provided the main thrust of the story is made clear in the first sentence and all the basic facts are covered then your contribution serves its purpose.

Useful tips:

  • Always answer the six questions - who, what, where, when, why and how?
  • News is people - emphasise the human element interest
    “Walkers from Matlock are set to embark on a charity trek …”
    reads better than
    “A charity trek will be held next week in the Peak District …”
  • Be factual
  • Keep sentences short
  • Use short words and paragraphs
  • Put the most important information first
  • Cover everything on one A4 sheet. Aim for 300 words maximum. If you need two pages it’s too long!
  • Provide a photo showing people doing something or indicate if photos can be taken of people being active.
  • Provide a relevant quote. Walking group chairman Fred Smith said: “…
  • Check it makes sense and that your spelling is correct
  • Date the press release
  • At the end type ‘ENDS’ to show that this is the end of the press release – saves a busy reporter from wondering if there is any further information
  • Include your name and contact number to allow for any follow up questions

Inverted Pyramid writing

This technique is employed by journalists to compile a news story. The most important facts are contained at the top of the pyramid and the least important at the bottom (the tip). This means that if you have written 200 words but the newspaper only has room for 150, the sub-editor can, in theory, simply chop from the tip upwards.

The inverted pyramid uses the following pattern:

  1. WHAT HAS HAPPENED
    The introduction - tell the story in a nutshell with the most Important facts included are essential

    1. HOW IT HAPPENED
      The explanation of the background

      1. AMPLIFY EACH POINT
        Build on key facts in order of importance

        1. TIE UP LOOSE ENDS
          This includes least important facts that can be cut without losing the main sense of the story

Submitting a Press Release

It is important to make sure you submit your Release to fit in with the paper’s deadlines. For example, weekly papers will most likely need at least a week’s notice of an event. Papers published on a Wednesday, for example, will probably have a Monday deadline and work on next week’s paper straight away. If your release lands on their desk when the pages are all blank you have a better chance of it being used.

Once your press release is sent out follow it up with a telephone call. This is your chance to start a relationship with a journalist. Journalists thrive on contacts and they will welcome your contact and the information you can give them.

Internet Links

A number of media and PR sites offer advice on how to write a press release, though they’re aimed more at the business community. Here are a few to get you started…