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15 top tips on writing a press release
- Think of a title that tells the story and put it at the top of your release. It will help to summarise it for the newsdesk.
- Include all the basic facts in your first paragraph. What? Who? When? Where? Why? How? early in the release. Write in short sentences and keep paragraphs no longer than a few lines.
- Decide what is the most important or interesting feature of your story and Include this in the first paragraph.
- Use quotes. A relevant comment from a person directly involved in an event adds interest and helps the flow. If you want to express an opinion, do it in a quote. The rest should be factual.
- Steer clear of jargon. Do not assume that reporters will know what you mean. If you simply have to use ‘churchy’ words, explain them. Avoid flowery language and stick to the facts.
- Use a format with ‘news release’ and the church’s name displayed prominently, so that the newsdesk can see easily the source of the information.
- Add your contact details and make sure you are available to answer follow-up questions from the media during the day. If you have a website, add the address so that reporters can find more information.
- Keep the release to the equivalent of one side of A4 if possible, two at the very most. If journalists need more information, they will contact you.
- Date the release to show when it was issued.
- Check the information with everyone involved before sending it out. Ask someone else to read it through with a fresh pair of eyes to check for mistakes.
- Send the release in good time. If you email, send your release as part of the body of the message, not as an attachment. Many weekly papers come out at the end of the week, so a good day to send a press release is a Friday or a Monday.
- Send information about an event in the future, rather than an event which has happened. Future events are more likely to win coverage – and you may get coverage after the event as well.
- Supply a photograph if you can. Increasingly, newspapers like good quality digital photographs, sent in JPEG format.
- Invite the media to attend your event or activity, and look after them if they arrive! But remember that most newsdesks are short-staffed and are unlikely to be able to attend many events. Check you have parental permission before allowing a photographer to take a picture of children.
- Editors’ notes can be a helpful way of adding extra background information that is useful but not strictly essential to this story.