Press Release
How to:
Whether you’re organising a demonstration against a new out-of-town supermarket, persuading your MP to back a strong climate change law or launching a campaign to save a local wildlife area, the right publicity can be the key to campaign success. A good press release is one of the most effective ways of getting your issue covered in the media. Communications and Media Assistant Phillip Byrne gives you top tips on how to write the perfect release
What is a press release?
A press release is a standardised way of communicating with journalists. If written well it will tell them what the story is at a glance – making their job easier and making it more likely they will cover your issue. Journalists get hundreds of press releases every day so you need to make sure yours stands out from the crowd.
Controversy or scandal
is always of interest. If you are holding a public meeting think about getting people along who are completely opposed to each other (even if you think one of them is talking rubbish) to create a debate and media interest.
What should your press release be about?
The most important thing about a press release is its content. What you are writing about has to be of interest to the journalist or they won’t cover it. First and foremost it has to be newsworthy. News has to be new . There is no point publicising an event or activity that happened a few weeks ago – it’s been and gone. You need to talk about what’s happening now or what’s about to happen. This might be the launch of a new campaign, it might be new information, it might be an event or activity or someone new wading into a debate.
Quirky, unusual or unexpected events and activities are also newsworthy. This could be a humorous photo opportunity or stunt. Cornwall Friends of the Earth carved out their very own Halloween pumpkins as part of a GM food stunt – clever and effective. Many people complain that all papers ever cover these days is celebrity. If you can’t beat
Whether you’re organising a demonstration against a new out-of-town supermarket, persuading your MP to back a strong climate change law or launching a campaign to save a local wildlife area, the right publicity can be the key to campaign success. A good press release is one of the most effective ways of getting your issue covered in the media. Communications and Media Assistant Phillip Byrne gives you top tips on how to write the perfect release
What is a press release?
A press release is a standardised way of communicating with journalists. If written well it will tell them what the story is at a glance – making their job easier and making it more likely they will cover your issue. Journalists get hundreds of press releases every day so you need to make sure yours stands out from the crowd.
Controversy or scandal
is always of interest. If you are holding a public meeting think about getting people along who are completely opposed to each other (even if you think one of them is talking rubbish) to create a debate and media interest.
What should your press release be about?
The most important thing about a press release is its content. What you are writing about has to be of interest to the journalist or they won’t cover it. First and foremost it has to be newsworthy. News has to be new . There is no point publicising an event or activity that happened a few weeks ago – it’s been and gone. You need to talk about what’s happening now or what’s about to happen. This might be the launch of a new campaign, it might be new information, it might be an event or activity or someone new wading into a debate.
Quirky, unusual or unexpected events and activities are also newsworthy. This could be a humorous photo opportunity or stunt. Cornwall Friends of the Earth carved out their very own Halloween pumpkins as part of a GM food stunt – clever and effective. Many people complain that all papers ever cover these days is celebrity. If you can’t beat