Press release tips

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The key ingredients of news

There are various elements that ensure a story makes it into the media. The best stories combine many of them:

• human interest  – celebrities/underdogs
• scandal – sex/money/abuse of power
• conflict
• relevance – tying in to topical social, cultural and political debates
• the unusual
• the new
• death/disaster
• extremes – the first, the last, the biggest, the smallest.

What can make my story newsworthy?

There are a number of elements that can make your story appeal to the media. Here are some of them:

• timely and topical - if you can make a story timely and related to the news agenda then it has a much better chance of gaining coverage. E.g. if your charity is launching a report calling for more support for children in separated family, it would be good timing to launch it to coincide with a government announcement on family policy – or during a time when journalist may be writing about family stories (such as during National Family Week). Top tip: don’t always be tied down by external events. There will nearly always be something else happening on the day you decide to launch, but if you let journalists know well in advance then it will be in planning diaries and stand a better chance of being covered.
• evidence-based - having a robust evidence base can help strengthen a story. This might be new evidence from a poll you’ve conducted or some research you’ve carried out. If the evidence isn’t new, perhaps it’s a new way of interpreting old evidence, or pulling together a range of evidence to produce a different argument.
• case studies - strong case studies can make or break a story. If you’re launching a report on grandparent carers, make sure you have some case studies who are willing to talk to the media (and if possible be photographed).
• a strong call to action - in addition to evidence and case studies, think about what your organisation is calling for. Is it reform of the benefits system, greater recognition for single parents or the fact that every child should be able to learn an instrument during their time at school? Do you want people to sign up to your campaign, or to petition their MP? Whatever your call, the bolder – and more rooted in evidence – the better.

What makes a good press release?

Here are a few key pointers for writing good press release copy:

1) Make sure you grab the reader’s attention from the very first paragraph – think about the ‘human’ angle i.e. what the story means to ordinary people. Think about how you would want to see your story covered in a newspaper and what the headline would be.

2) As a general rule, your first paragraph should be no more than 30 words. Subsequent paragraphs should be no more than 35 words.

3) Make sure your first paragraph answers the questions: Who? What? Where? When? and Why?

4) Imagine your press release as a pyramid – your first paragraph has laid the foundations. (It is worth remembering that sub-editors will often cut a story from the bottom up so make sure your most important information/points are close to the top). All subsequent paragraphs should gradually give more and more detail of people involved, the time, the place etc.

5) Make sure you include a quote from your organisation in the third or fourth paragraph. The quote should be no more than two paragraphs; you can always add more further down in the release. Try and make the language reasonably informal – like real speech.

6) Try to include an external endorsement as one of your quotes – perhaps from a service user, public figure or local MP.

7) Always put a contact name and number at the end of the release.

8) Always try and think in terms of visuals – is there an interesting picture opportunity that might illustrate the story? Even if a picture doesn’t say a thousand words, it can certainly take up more space and give your story greater prominence.

9) Don’t spend ages thinking of a witty headline – leave the headline writing to the sub-editors. If in doubt, write it straight - it is more important to use the headline to encapsulate the story in four or five words than providing side-splitting puns.

Top tip - it is useful to paste your press release into the body of an email rather than sending as an attachment. This way, the journalist can read it straight away. And remember to take out any tracked changes that might still appear in the release!

Press release downloads

Download a sample and template press release (you need to register first - this takes 30 seconds)

What about picture stories?

If you’ve got some great photographs from an event or have a strong photo opportunity that links to your story, then you should consider sending details to picture desks. All national newspapers and many magazines have picture desks. All photographs should be accompanied by a caption and a credit to the photographer.

If you’re notifying a picture desk of a photo opportunity, make sure you alert them in advance and ensure all details are accurate and clear – including where, when, who and what forms the picture opportunity.

Useful links

• Press release writing tips (pressreleasewriting.com)
• What do I include in my press release (Media Trust)
• Top ten tips for charities from journalists (NFPSynergy)
• Media Relations from a journalist’s perspective (CharityComms)
• How to write a press release (Christian Aid) - advice for their campaigners.
• How to write the perfect press release for journalists (journalism.co.uk)
  

Have your say

What other resources or advice would you recommend to others? What media successes or problems have you had? Share your experience or question on the Communications and the media forum.