HOW TO WRITE A PRESS RELEASE PRESENTER: SALLY DUSTING-LAIRD

Front page Age newspaper on-line

Knox Weekly

Adult Learning Australia Magazine

NEVCOP Why a press release? To provide information to the media about events, new courses, projects etc. To increase numbers in courses Avoid paying advertising costs Provide in writing to minimise mistakes

Keep it brief and to the point Use your organisation’s letterhead, with an address. Main points first, not buried in the middle with a catchy title. Use one sentence per paragraph with double spaces in between NEVCOP

Your press release should answer the following questions: Who What When Where Why How NEVCOP

What makes your story “newsworthy”? Think Topical Timely A first or last time Innovative Controversial Funny, heart-warming, award-winning, celebrity etc. NEVCOP

Setting out a press release Press Release/ media release at the top Date and title for the story. Quotes are good with person’s name and title Most important the contact details of a key person to interview NEVCOP

Consider the tone/style of the publication Consider the reader. What would they get out of it NEVCOP

Remember: You don’t need to supply a cover letter saying, “We are a not for profit and we’d really appreciate any publicity...” The press release is a request for free publicity. All relevant information should be in the press release. NEVCOP

Photographs The publication usually has their own photographer but if they are unavailable it is always a good idea to offer to send your own. Is it in focus? Good contrast? No distracting backgrounds? Most important, is it interesting? Does it tell a story? NEVCOP

Who should you send it to? Read your local newspapers and watch/listen to the appropriate programmes Develop your own media list Ring up and ask! If in doubt, send your press release to “The Editor”, or “The Producer” (but it’s better to get the person’s name). There may be several journalists who should receive your press release NEVCOP

Develop a relationship with your local journalists. Call and speak to the journalist briefly after you have written the press release and talk to them about the story. Make sure you the press release as soon as you finish the conversation. NEVCOP

As a courtesy, send a copy to any person or organisation mentioned/quoted in the press release The journalist may want to follow up with them directly, so they ought to know what you’ve said about them. NEVCOP

When should you send it? Check deadlines, especially for monthly or weekly publications/programmes. Consider when the public needs to know Allow at least 3 weeks for publication Don’t send a press release too far in advance as it may get lost NEVCOP

What about follow-up? Call a few days after you’ve sent the press release But don’t try to re-sell the newsworthiness of the story or apply any pressure. NEVCOP

FINISH NEVCOP