How to write a news release - get your message across!
In this article, CPRE's Fiona Cowan takes you through 10 simple steps to writing a successful news release.
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" ... and we'll need a press release ..."
The words are said casually, usually towards the end of a campaign meeting. But nobody wants to do it, everyone avoids eye contact, and often the resulting news release doesn't result in any media coverage.
The good news is, writing a news release is just a skill. You can learn it in a couple of hours. Anyone who's fairly organised can do this. I'm going to show you how!
- There are 10 tips. Print them out and keep them near where you work.
- There's a framework. Download it, insert the details of your story in the blanks, and you'll know you haven't forgotten anything vital.
- A good mailing list will last a lifetime. Build it once - and with a bit of light maintenance it'll last longer than your car.
10 Tips for News Releases
1. Short is sweet
Send by email, with a phrase in the Subject Box that sums up the story. Keep the story short enough to be 1 side of A4 if someone printed it out. Short sentences, short paragraphs, short words.
2. List the gist
Make sure your story answers the questions: what? how? why? where? who? when? Ask someone who knows nothing about the story to read it; if they still have questions, put the answers in the text.
3. Be upfront
At the end, give a contact name, email (if possible) and telephone number of someone who can give more information and has agreed to do so if needed. Make sure they will be available for a couple of days after the release goes out! You can give daytime and evening/weekend numbers. It should be whoever can talk best about the story, not necessarily the most senior person.
4. Keep it simple
Don't try to write clever headlines. Journalists write their own. A simple label in the Subject box will grab their attention and is the most powerful header you'll need.
5. Flowery prose will wither
Keep your writing style simple. Your release will probably be rewritten anyway, so the main thing is to make sure all the facts are clear and easy to find. And do stick to facts - no opinions, please (or if you must, put them in a quote - see Step 7 below).
6. Short is best Back to top
Just 2 or 3 clear paragraphs are more useful to a busy journalist than 2 or 3 pages of dense writing that take ages to read. Say only what is needed.
7. Make it real
Include a 'quote' from a real, named person. Make up the words to suit the story - but get the approval of the person you're quoting. It's a good idea (but not essential) for this to be the same person to contact for more information (see Step 3). The quote may express personal opinions, unlike the rest of the story which is all facts-facts-facts.
8. Bring it to life
Journalists like human interest stories; offer them case histories as well as concepts. Quantify things, such as: an area of open countryside the size of Lincoln or wind turbines the height of St Paul's Cathedral.
9. Offer a picture
Not everyone can deal with email Attachments, so send them only when asked. Offer to send pictures if you have any, with a brief description. Or offer to cooperate if an Editor prefers to send a photographer. Or both. (But never offer pictures to a radio station ... don't laugh, it's easily done!)
10. A letter can be just as good
Don't forget the Letters Page as a way of getting your message over, or correcting inaccurate reporting. You'll need to be even more concise ... but a well-expressed opinion on the Letters Page can influence a lot of readers.
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I know what you're thinking. This is all very well ... but I've got to write something NOW and I don't know where to start...
Easy! Just download the framework at the bottom of this page, and fill in the blanks with the details of your story. It should come out looking convincing, and do the job you want.
Who do you send it to?
Create a spreadsheet (if that seems scary, I can take you through it over the phone - contact me to arrange this). Column 1 is publication name. Column 2 is name of News Editor if known. Column 3 is email address. Column 4 is website address. Column 5 is for phone numbers of anyone who calls you back. Arrange A-Z by publication name. This is your mailing list, the press officer's very best friend.
First ever news release?
Get the current issue of the places where you want it to appear, and check page 2 (or it might be further in) for the News Editor's name. Email it to him or her - not the Editor.
Reaching out further?
Write down a list of the media you want to reach, and google each one for contact details - always the News Editor. Fill in each detail you find and keep the file where you can find it easily.
An email comes back 'undelivered'?
Google the publication again and update the contact details. Maybe someone has moved jobs, or a domain name has changed after a takeover. Do this as each 'bounce' comes in, and your list will always be up to date.
Fiona Cowan, MCIPR has been writing news releases for more than 20 years. She would rather people did it themselves for free than had to pay someone like her to do it.
3 December 2009
Downloads:
Fill in the gaps - hey presto! your news release
(9 Kb)