How to write a press release...

(or how to get the media to notice you so that you’ll get noticed in the media!)

First of all, ask yourself the following question:

• Is what you are doing newsworthy or interesting to the public? If not, how can we make it so?

• What angle have we got that we can use to tell our story?

• What media will we aim for and what photo opportunity or person to interview can we offer?

  There are various ways to make your story more interesting. For example:

• Look for the human interest story: Does your organization have a colorful person working as a volunteer, someone very old or very young?-Have a look!

• Is your event happening in an unusual location? Or could a photo shoot be set up in an unusual location.

• Are there other ways of attracting attention? Have you invited a VIP, celebrity or politician to your event? The latter two usually have their own machines in tow and you can go along for the ride in a very amicable way.

  Your angle will be suited to the type of media you’re going after. For example:

  • For radio you’ll want to send someone who is entertaining and concise (and preferably someone who has done a radio interview before or is familiar with radio).

  • In the press, remember articles with photos get noticed and read more than ones without.

  • Why would TV be interested in you? Viewers get tired of so much bad news all the time. Television stations appreciate it when they can throw in a “good news” story for relief from all the doom and gloom.

• Does your organization have a corporate connection that a business magazine may be interested in?

• What about a women’s issue that a women’s magazine would be willing to take up?

  Remember your angle for TV may be different for radio and even different again for press.

  Your first focus will probably be the community newspapers. You would have volunteers from your local area, so send copies of your release to those papers witch serve where your people live. These papers will often accept your photo with your article.

  News photographers have their own ideas for places to take photos, but as you know your subject best, don’t hesitate to recommend an unusual location. Leaf through your newspaper and notice what catches your eye and why. Think of ways you can catch the reader’s eye!

• If at all possible, a press release should not be longer than a page and preferably about 12 point size.

• At the very most, the release can be two pages and let the reporter know where more information is available. Conclude with the names of two or more people who can be contacted for further information. Give their full names, positions and phone numbers, both during work and after hours. Make sure they know what to say if asked further questions by the press and that they will be at their phones. A busy reporter may ring once and if there is no answer, may drop the story.

• Keep it concise and interesting. Newspaper Chiefs-of-Staff are used to receiving releases that are double spaced with wide margins. This way it can be edited and passed straight on to a printer or announcer.

• Don’t assume that reporters are familiar with your organization. Mention the full name of your organization early in the press release with the initials in brackets. From then on you can use the initials alone. Do the same with every other organization you mention in your press release.

• Near the top of the story give a few details about your organization, such as the function it serves and the approximate number of volunteers.

• Don’t forget to obtain the permission of everyone photographed or mentioned in the release.

• Volunteers make a difference! Good luck!

(Thanks to the Environmental Centre of Western Australia for this information.)<