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Writing a press release 2014

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Page 1: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Writing a press release

2014

Page 2: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Aims of the session• Is it really news?• Essential components of a press release• Writing a press release• Sending a press release• Practical exercise

Page 3: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Sample news release

• Please read for 5 mins• Make a list of what is good / bad• Summarise story in one paragraph

Page 4: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Some questions to begin with• What do you want to achieve?• Is it really news?• Who will be interested?• What media are you going to tell?• Should we tell some people before it’s made

public?• Who will be quoted in it? and• Who will sign it off?

Page 5: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Is it really news?

• If it isn’t then it won’t get published.• Non-newsworthy releases waste journalists’ time and

reflect badly on the company. • If not newsworthy, options are:– abandon the news release, or– do something to make it interesting.

Page 6: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Making it newsworthy

Key elements for the media:• Factual information that tells people what

they NEED to know, or would LIKE to know• Human interest stories• Stories supported by good quality pictures.

Page 7: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

The essential components• Does it answer the questions:– Who?– What?– Why?– When?– Where?– How?

Page 8: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Beginning to write

• Answering the 6 questions will help focus.• Make a bullet point list of what you wish to

say.

• Turn bullet points into short and punchy sentences.

• Begin the release with a summarising sentence.

Page 9: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Top tip

When writing an intro...• Think positive and be brief– Explain the key point as you would to a friend, in as few

words as possible (ideally fewer than 30).– Details will follow.

Page 10: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Your press release goals

• Get your key messages published• Reach the right audiences• Give the media print-ready copy– If it’s not written well, they’ll likely spike it rather

than do a re-write.

Page 11: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

What journalists like

• Copy that doesn’t need re-writing– Simple construction– Short sentences– No jargon– No extravagant claims ‘unique’ ‘best’ etc– All the relevant info – so they don’t have to call

you

Page 12: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Choosing the best angle

Focus on the positive.• You could write:

‘The St John Wales division in Clydach doesn’t have enough members.’

• But more likely:‘St John Wales is looking for volunteers to continue it’s life-saving work in Clydach’.

• The angle needs to be of interest to your target audience, as well as meeting the organisation’s needs.

Page 13: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Structure and presentation

Musts:• Company name & logo.• Date.• Correct grammar and spelling.• Catchy headline to ‘sell’ story.• Answers who, what, why etc• Contains key messages

Page 14: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Structure and presentation cont.

Remember to:• Insert the word ‘END’.• If there are photos – say so and give captions.• State the author / press officer’s name, title and

contact details• Include links such as company website.• Insert company information.

(Known as a ‘boilerplate’ or ‘standard paragrpahs’, these can go at the very end under the title ‘Notes to Editors.’)

Page 15: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Top tips

Quotes:• Try to avoid the obvious & predictable.– “We are pleased/ delighted etc…”

• Say something meaningful.– “We are creating a generation of lifesavers…”

• Aim to be a little different.

Page 16: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

One we made earlier

Page 17: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

One we made earlier (cont.)

Page 18: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Final draft

Draft & redraft until you have:• Covered the key points of who, what, why, where,

when and how?• Told your story clearly and succinctly.

(think of two A4 pages as a goal).

• Included a human interest angle.• Explained the benefits and relevance to readers,

and• Avoided unnecessary detail and jargon.

Page 19: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Approval process

• All press releases should be sent to Katie [email protected] for approval

• The release should also be shown to the county commissioner and anyone quoted

• When issued, send a final copy to Katie• You may also wish to send it around to the

other members in the county, for their information

Page 20: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Sending your releaseCorrect targeting is essential• Choose specialist / local reporter or newsdesk• Ensure email has interesting headline• Copy and paste the release into the body of the

email• If you are sending to more than one journalist, blind

copy them all in• Consider deadlines

Page 21: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Final check list

• Does the info deserve a news release?• Strong and positive news angle?• Got who, what, why, where, when and how?• Written it in the right style?• Concise with no waffle and jargon?• Quoted people?• Catchy headline?• Will a photo add value?• Got the right journalists / publications?

Page 22: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Now you try!

• Exercise oneYour local division is holding an open day for the

public, with the aim of recruiting more members and the DOIC would like to publicise this in the local paper

• Exercise twoThe trainer in your local division is about to celebrate

50 years of volunteering with St John and the Commissioner thinks the local paper might be interested

Page 23: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Any questions?

Page 24: Writing a press release 2014. Aims of the session Is it really news? Essential components of a press release Writing a press release Sending a press release

Lunch break

See you in an hour

Hand your press releases to Katie/Suzanne to critique