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How to Write a Press Release

by Debbie LevenPR Coachhttp://www.prcoach.co.uk

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1. Journalists want:

• Human interest• Scandal, conflict• New, change, extremes, research, money, numbers, first, last, trends, unusual

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2. Journalists also want stories that are:

• Relevant• Well-timed• Local

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• Must be a reason for the story – ‘news’ not ‘olds’• Not a place for sales ‘puff’• Stick to facts

3. Find ‘news hook’

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4. Sum your story up in one sentence

• That’s start of your press release and also your pitch to journalists

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5. Answer key questions

• Who, what, why, where, when, how?

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6. Keep it short

• Important information first• Add more detail later in press release• Short sentences and use simple language

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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

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8. Use accepted guidelines for press release structure

• Press release template here: http://www.prcoach.co.uk/pr-tips-and-resources/press-release-template/

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9. Keep it short

• Job of press release is to spark interest• Put any detail/explanation in ‘notes to editors’

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10. Check and double check

• Ensure facts and research are sourced and stand up to scrutiny

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11. Test press release

• Ask - if only the first paragraph of the press release were re-produced, would it capture the story?

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12. Immerse yourself in the news

• To ‘tune in’ to what journalists want• And to make your style more succinct

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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

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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