A press release is a short summary of an event or opinion that is sent to the media. It is the standard way of informing a large number of people about something that needs to be publicized. Amnesty International regularly creates press releases to highlight the release of reports or express opinions about a situation. Your group can use press releases to publicize events or actions that your group undertakes in your community.
WHEN
The first thing you should ask, before writing press releases, is when it is appropriate to use them. A news release can be used, for instance, when you win an award, introduce new products or services, open a new office or sponsor an event. The press release aims to connect with the media and is usually the first expected form of communication with the media.
Headline - The headline is the first single line of text in the press release and tells what the press release is about. It can be a very effective tool to grab the attention of the journalists, so writing it from a journalists perspective is very important. All that the journalists care about is readers. Think what headlines catch your eyes in the newspaper. Identify a unique feature about your product or service and then write how it is going to revolutionize the world.
Introduction - The introduction is where the press release body starts. It is the first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why.
Think of a hook
A hook is designed to grab a journalist’s attention and make them want to write about your event or story. Ask yourself why they would want to write about your event and what might get them interested. Is there a compelling ‘human interest’ story about a local person? Will a celebrity be making an appearance? Is there a world record being broken? If you were the journalist, what would make you choose this story over another (being worthy or important isn’t enough!).
Supply a quote
There are a set of generic Bookstart quotes available on this cd-rom or you could get a quote from a local celebrity, local councillor or family. These quotes add colour to your press release and help journalists to understand the importance of your story. They will often reprint the quote verbatim, so make sure you have the person’s permission to use it!
Stick to the facts. Tell the truth. Avoid fluff, embellishments and exaggerations. If you feel that your press release contains embellishments, perhaps it would be a good idea to set your press release aside until you have more exciting news to share. Journalists are naturally skeptical. If your story sounds too good to be true, you are probably hurting your own credibility. Even if it is true, you may want to tone it down a bit.
Pick an angle. Try to make your press release timely. Tie your news to current events or social issues if possible. Make sure that your story has a good news hook.
Include a live contact
Make sure your release has a person the journalist can contact for more information. This person should be familiar with all the news in the release, and should be ready to answer questions. And issue the release on your company letterhead - it looks professional and gives the writer another way to reach your firm.
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