Press Release/Statement Writing Workshop

Ryan LeanoSan Francisco Committee for Human Rights in the

Philippines

What do Press Releases/Statements Do?

Press Release

Written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value.

Written in news format, answers the 5 W’s and 1 H questions (Who, What, Where, When, Why, and How).

Includes quotes from individuals of the organization doing the press release and/or individuals who were at the event connected to the press release. Quotes should be masslined.

Elements of a Press Release

• Headline: used to grab the attention of journalists and briefly summarize the news.

• Dateline: contains the release date and usually the originating city of the press release.

• Introduction: first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why.

• Body: further explanation, statistics, background, or other details relevant to the news.

• Boilerplate: generally a short "about" section, providing independent background on the issuing company, organization, or individual.

• Close: in North America, traditionally the symbol "-30-" appears after the boilerplate or body and before the media contact information, indicating to media that the release is ending. A more modern equivalent has been the "###" symbol. In other countries, other means of indicating the end of the release may be used, such as the text "ends".

• Media contact information: name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person.

*source: wikipedia

The Difference Between Press Release and Press

StatementPress statements are written the same way as press releases, but are more opinion-based.

Strongly reflects the views and analysis of the organization writing the statement.

Quotes are not necessary, but if it is included in the statement, it is usually from a member of the organization giving her/his opinion in connection with the organization’s analysis.

Examples of Press Releases and Press

Statements

In small groups, look over your assigned print and check together if it is a press release or a press statement.

Writing a Good Press Release/Press Statement: Let’s Break it Down

Press Release Headline: State your most exciting news, finding or announcement in as few words as possible. Emulate the headlines you see in the newspaper every day.

Press Release Subhead: gives you the opportunity to flesh out your angle and further hook the reporter, without stepping on the drama of the press release headline.

Press Release Lead: the lead paragraph includes the who, what, when, where and how of the story. If the reporter were only to read the lead of a good press release, they’d have everything needed to get started.

The Meat of the Press Release: The balance of the press release serves to back up whatever claims were made in the lead and headline. In this case, you'd pull some quotes. Quotes help put in perspective. Use enough supporting material to make your case.

Boilerplate of the Press Release: Describe your organization and what it does.

Some Things to Keep in Mind

• Stay away from hype-bloated phrases like “breakthrough”, “unique”, “state-of-the-art”, etc.

• Always write it from a journalist’s perspective. Never use “I” or “we” unless it’s in a quote.

• Read lots of good press writing and journalism, such as Bulatlat.com or Inquirer.net to get a feel for the style.

• Shorter is better. If you can say it in two pages, great. If you can say it in one page, better.

• “Human face behind the stories has never failed.” -Alex from Bulatlat

*tips from www.publicityinsider.com

Now, Let’s Practice!

Prompt: On April 16, 2010, Justice Secretary Alberto Agra of the Department of Justice in the Philippines has just cleared two members of the Ampatuan clan in the massacre of 57 people in Maguindanao, effectively denying justice to the victims and their families.

How will SF-CHRP respond to this in their Press Release/Press Statement???