Press releases 1

Press releases/news releases (1) Short, 1–2 pages Sent to media – wire services, daily newspapers, magazines, radio or TV stations Uses:  Report on recent activity  Announce future event  Announce something new in org that may interest people and influence them 2

Press releases/news releases (2) Provide basic facts –who, what, when, where, why, and how Brief, accurate  Editors and reporters don’t want to dig for information Should read like newspaper story  Most important info in paragraph 1  Supporting details later Editors cut bottom of story to make it fit space available, so important info at end may disappear Don’t start with Director’s name  Most editors will change this  Changes increase risk of errors 3

Inverted pyramid The lead: the most important information: 5 Ws and H Other important information Further details Headline The body   Or hereEditor may cut here

Inverted pyramid Necessary information The lead: the most important information: 5 Ws and H Other important information Further details Headline Identity paragraph Contact details Photographs Supporting data The body Possible additions

Wineglass Necessary information The lead: the most important information: 5 Ws and H Other important information Further details Headline Identity paragraph Contact details Photographs Supporting data The body Possible additions New insight (“kicker”, “sting in the tail”)

Focus on an individual Diamond (or other strong close) Broaden to describe larger issue he/she illustrates Conclude by returning to individual

The headline Title of story Attracts editors’ and readers’ attention Makes it easy to determine content Styles:  Informational More money for mango research  Teasing Mangoes make the world go round  Cute More money for mangoes from minister 8

The lead First 1-2 sentences of story Sums up the story Short, but not too short Tells you what story covers, what reader will find in it News stories: informational leads  5 Ws & H: who, what, where, when, why, how? Feature stories: teasing leads 9

The lead Old style  Today, the Minister of Agriculture, at a national conference on agricultural policy issues, announced that the country’s annual budget for horticultural research would be increased this year by 30 percent over that for last year. News up front  There will be 30 percent more money for horticultural research next year, said Maurice Minnis, Minister of Agriculture, at a national conference on agricultural policy issues this morning. The money will be used to develop new fruit and vegetable production technologies. 10

The lead There will be 30 percent more money for horticultural research next year, said Maurice Minnis, Minister of Agriculture, at a national conference on agricultural policy issues this morning. The money will be used to develop new fruit and vegetable production technologies. 11 When Who Where What Why/how

Jargon Avoid scientific, technical or development jargon  Aim language at educated 14-year-old  Rewrite jargon in plain language, then get it approved by specialist Technical terms  Gender  Millennium Goals  Well known to development professionals, but not to media editor or audience 12

Quotes Don’t use quotes to provide information  “We have opened a loan window of Rs 124 crore, aimed at small farmers. Interest rates are 3 percent and repayment can be in instalments.” Do use quotes to provide insights and opinion  “We expect farmers to be queuing up for these new loans. They can borrow small amounts at low interest and repay in instalments.” 13

Quotes Say who said it, and say who they are  “Beekeeping is a fantastic hobby”, says Udo Gensowski, chairman of the Bechen Beekeeping Association. “Bees are fascinating creatures, they are an important part of nature, and they make great honey.” 14

Getting quotes Listen for catchy sound bites Note down (or record) immediately what the person says Check with them if it is OK to use the quote Don’t make quotes up! Except perhaps for staff of your institute:  If you make up a quote, check it with the person you are quoting 15

Identity paragraph Standard identity paragraph  Describes your organization and what it does  Include in every press release 16

Contact information Website Names of people who can provide more information  Often the public relations officer + 1 technical specialist addresses, phone numbers Must be available in the evening 17

Softcopies Ask media contacts  How they want to get releases: , hardcopy, fax…  What is best address Put on website Photos  Provide at high enough resolution for print use (3 megapixels) 18

ing press releases Subject line: catchy title  PRESS RELEASE: “Bees making honey for Prime Minister” Put Press release or Story idea in the Subject line or at the top of the body Put the brief in the body of the text, not as an attachment Create a template with your organization’s logo, identity paragraph and contact details 19

Hardcopies, faxes Double-space hard-copies Page 1  Print on your org’s letterhead  Include org name, mailing address, tel. no., area code, name of contact person  “For immediate release” or “For use after 3 July 2007” If more than 1 page  - more - at bottom of page 1  Put org name or subject of release at the top of page 2  - end - at bottom of page 2 If attach photos, provide captions 20

More information The Guardian: How to write an effective press release  write-press-release write-press-release Huffington Post: 8 tips for writing a great press release  tips_b_ html?ir=India&adsSiteOverride=in tips_b_ html?ir=India&adsSiteOverride=in Entrepreneur: How to write a press release that gets noticed  Inc.: How to write a press release  The Marketing Donut: A complete guide to writing an effective press release  complete-guide-to-writing-an-effective-press-release complete-guide-to-writing-an-effective-press-release Hubspot Blogs: How to write a press release  blog.hubspot.com/marketing/press-release-template-ht 21