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Press releases are one of the most commonly used forms of communicating with the media. The aim is to deliver a message to the media and enable the media to transmit it to the public. A good press release uses facts, statistics, and quotes, but first of all has a newsworthy and timely
story.
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The press release can: |
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Announce something that is going to happen soon, like an opening ceremony, or special event; |
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Inform media about the start or end of a campaign, project or program; |
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Promote the results of a survey; |
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Present something new about an event that has already happened; |
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Provide information about anything else that you think the public should know. |
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There are different types of press releases depending on what your goals are. A press release may present an attitude about a certain issue, position, or opinion. It could also promote an important upcoming event. It may contain predictions about further development of the organization and the development of its work. If necessary, it might be used to deny something. Press releases as a form of communication might be used as a regular way to contact the media, or as a part of campaign, which would involve interviews, publishing data, organizing press conferences, exhibitions and other events.
A press release should be factual, timely, and include newsworthy information. Make sure you know who to send the press release to and make sure you indicate your organization’s contact person and telephone number on the release.
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A press release will be ignored if: |
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It looks like a general promotional brochure. |
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It has lots of data and no specific story. |
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The media you send it to is not appropriate for the type of story. |
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How to write a press release:
A press release must include:
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Who? |
The subject of the story must be identified and described.
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What? |
The topic or event being covered must be made clear. |
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When? |
The date, day and time of any included event that happened or is being |
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announced should be clear.
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Why? |
The reason that the story or event is significant must be explained. |
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Where? |
The location of the event or incident should be noted along with how to |
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Contacts! |
Include telephone numbers, faxes, e-mails, and a contact name |
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| from your organization. |
Structure of a press release:
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Headline: |
Press releases should be short and informative. The headline
is the |
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| opportunity to catch the attention of the media. But, to do that properly you need time to think through specifically how this headline reinforces your message. Imagine your headline on the front page of your local newspaper! |
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Lead: |
The most important facts should be put in the first paragraph or so
called |
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lead. The lead contains the answers to who, what, when, why and where and should be written in just a few short sentences.
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How not to write a lead:
The Buenavistica Municipality is sending this press release to inform you about the press conference that will take place early this afternoon in City Hall. It is expected that the mayoThe most important facts should be put in the first paragraph or so called lead. The lead contains the answers to who, what, when, why and where and should be written in just a few short sentences.r will speak about the recent problems with the water supply following the last night’s pollution incident. Drinking water will be delivered this morning from 8.00 to 10.00 by ten trucks, which is enough for the need of citizens for today. |
How to write a lead:
Drinking water will be delivered today at Rancevo city, from 8 a.m. to 10 a.m. The Buenavistica Municipality will provide ten trucks with drinking water that will be enough for the need of all citizens for one day. The problems are being resolved. All of the details will be presented by the mayor at a press conference in City Hall at 2 p.m. today. |
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Body: |
The most important details, even if they happened last should be
put first. |
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Details that are least important to the event should be placed towards the end of the story. That gives the editors opportunity to cut out the background data if necessary without losing precious time when preparing the news and keeping their deadlines. |
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Tag
Line: |
Always provide a short summary of your mission statement or tag line |
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that gives the key background on your organization, and which could also include an overall summary of your project, the number of people, funding involved, and information about your partners. The tag line can be incorporated into the body of the press release to help explain your organization’s involvement. |
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Contact Information: |
Remember to include the name and phone number of |
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your
spokesperson or media coordinator. Place this information at the bottom of the page of your press release across from your organization’s logo and make sure it is found on each page of the release (in case the pages get mixed up in the fax machine). |
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Photos: |
If available, you can use photographs to illustrate your news item,
or |
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inform media that photographs are available for their use.
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You should always check to ensure the press release has reached the media. Make a phone call and if it hasn’t been delivered send a copy at once. |
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Distribution
While you are writing your press release you need to define your target media as well as specific journalists by name to which you can distribute the release. Know their deadlines and give yourself enough time to follow up by phone on the information you have sent by fax or email. In Macedonia it is best to get a press release in the hands of the journalists before
13:00.
If your press release is a response or clarification to erroneous reporting, call the media and let them know you are sending the release so that they can deliver it as quickly as possible to the editor or journalist in charge of the story.
If you have a website, post your news release as quickly as possible and in a prominent place.
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REGIONAL DEMOCRATIC LEADERSHIP CAMP
Vojdan Cernodrinski 2A, Skopje, Macedonia
TEL/FAX:+389 2 111 111
E-mail: greencity@macedonia.mk |
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PRESS RELEASE
Regional Democratic Leadership Camp Prepares Youth for Nation Building
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On Thursday, July 3, 2003, the Director of USAID’s Office of Transition Initiatives, Mr. David Taylor, and USAID Acting Mission Director, Ms. Alfreda Brewer, will join 60 high school students in Kriva Palanka in running a mock municipality called Green City.
In this third regional democratic leadership camp, the non-governmental organization, Friends of Macedonia, is engaging youth from 10 municipalities in eastern Macedonia in a simulation exercise about local governance. Participants learn about representative democracy and participatory decision-making by managing the basic structures of local government. In a multi-ethnic learning environment, youth learn the benefits of tolerance and diversity.
Friends of Macedonia is using the occasion of the third camp to promote the participatory learning exercise as a model for municipalities around Macedonia to educate and engage youth in shaping Macedonia’s future.
A total of 180 youth have participated in three camps since August 2002 with support from the US Government-funded Confidence Building Initiative (CBI), which is implemented by the International Organization for Migration (IOM). The Regional Agency for Development-Kriva Palanka and the municipality of Kriva Palanka have also provided key support to ensure the success of the camps and to offer youth a stake in the future of Macedonia.
For additional informations please contact the office of the Regional democratic leadership camp on phone: 02/
9999 999 or e-mail: greencity@macedonia.com
Contact person: Zvonko Gelev
Mobile phone no: 070 / 999 999
e-mail: zvonko@greencity.com |
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TIPS: |
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Limit the press release to one page (30 lines). Shorter is even better. |
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Use short sentences, if possible not more then 20 words. |
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If you mention a person you should give the entire name, surname, title, and some additional data from their CV. |
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When mentioning an organization include how long has it existed, what it deals with, and where it is based. |
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Have in mind that the press release is not addressed only to one target group, but for a wider audience. |
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When referring to organizations or institutions, first write the whole name and put the acronym in brackets; then use only the acronym in the rest of the text. |
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Avoid an academic style or foreign words that are not known. It is best when using foreign words or specific terminology to describe what the words or terms mean. |
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Don’t forget the five “Ws” rule. |
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Place the most important point first not last. |
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Don’t start with explanations about the organization, the work of it and so on. Save that for your tag line / closing paragraph. |
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At least one day before you are planning to send a press release to the media you should plan what the press release will look like and what the content will be. |
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If your story has a strong visual element, say when, where and what type of photos can be taken. |
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