Download - How to write a press release
© Copyright, Debbie Leven, 2013 1
How to Write a Press Release
by Debbie LevenPR Coachhttp://www.prcoach.co.uk
© Copyright, Debbie Leven, 2013 2
1. Journalists want:
• Human interest• Scandal, conflict• New, change, extremes, research, money, numbers, first, last, trends, unusual
© Copyright, Debbie Leven, 2013 3
2. Journalists also want stories that are:
• Relevant• Well-timed• Local
© Copyright, Debbie Leven, 2013 4
• Must be a reason for the story – ‘news’ not ‘olds’• Not a place for sales ‘puff’• Stick to facts
3. Find ‘news hook’
© Copyright, Debbie Leven, 2013 5
4. Sum your story up in one sentence
• That’s start of your press release and also your pitch to journalists
© Copyright, Debbie Leven, 2013 6
5. Answer key questions
• Who, what, why, where, when, how?
© Copyright, Debbie Leven, 2013 7
6. Keep it short
• Important information first• Add more detail later in press release• Short sentences and use simple language
© Copyright, Debbie Leven, 2013 8
7. What to include in your press release• Embargo or immediate release, then date• Title• Summary of story in as few words as possible• Quote• ‘Ends’ to indicate end of press release• Contact information• Notes to editors
© Copyright, Debbie Leven, 2013 9
8. Use accepted guidelines for press release structure
• Press release template here: http://www.prcoach.co.uk/pr-tips-and-resources/press-release-template/
© Copyright, Debbie Leven, 2013 10
9. Keep it short
• Job of press release is to spark interest• Put any detail/explanation in ‘notes to editors’
© Copyright, Debbie Leven, 2013 11
10. Check and double check
• Ensure facts and research are sourced and stand up to scrutiny
© Copyright, Debbie Leven, 2013 12
11. Test press release
• Ask - if only the first paragraph of the press release were re-produced, would it capture the story?
© Copyright, Debbie Leven, 2013 13
12. Immerse yourself in the news
• To ‘tune in’ to what journalists want• And to make your style more succinct
© Copyright, Debbie Leven, 2013 14
Summary• Focus on human interest• Ensure you have a ‘news hook’• Give journalists what they want• Use accepted writing guidelines• Answer – who, what, why, where when and how?• Use simple language• Keep your style short and punchy• Do the one paragraph test
© Copyright, Debbie Leven, 2013 15
For more information and help, see:
• Press release checklist http://www.slideshare.net/debbieleven/press-release-checklist-uk
• PR audit – find out why your PR isn’t workinghttp://www.prcoach.co.uk/pr-help/
• How to write a press releasehttp://www.prcoach.co.uk/how-to-write-a-press-release/
Follow me on Twitter: @debbielevenConnect on LinkedIn: http://www.linkedin.com/in/debbieleven
http://www.prcoach.co.uk