Writing an effective press release - tips on what journalists want, how to structure your press release, how to issue it - to get noticed by journalists. http://www.prcoach.co.uk/pr-help/

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Writing an Effective Press
Release - Tips
by Debbie Leven
PR Coach

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1. What’s your news story?
• You must have a ‘hook’ i.e. a reason for the
story
• No sales pitch please

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2. Do your research
• Research your key press and media
• What topics are they interested in?
• What deadlines do they work to?
• How do they use social media?
• Are they staff or freelance?
• Do they work across different press and
media?

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3. Ask the question
• Don’t assume there has to be a press
release
• Is it the best way to get your news across to
your target press and media?

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4. Think timing
• Don’t embargo unless for a very good
reason
• Know the timing, and deadlines, for the
press and media you are targeting

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5. Your press release title
• Pick the 3 of 4 words most relevant for your
story and craft a title around them
Your title must:
• Attract attention of the journalist
• Show how your story is relevant to them
• Be short and snappy

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6. Inverted pyramid structure
• Ensure most important information
is up top in your press release
• Add to the story in further
paragraphs
• Use third party endorsement if
possible
• Put additional information in ‘notes
to editors’

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7. Constructing the story
• Summarise the story in 25 words or fewer
• That gives you the first paragraph of your
press release
• Journalists want human interest so give
them that
• Answer the who, what, why, where, when
and how in your press release

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8. Splice and dice
• Consider angles to appeal to your different
target press and media
• Tailor your news story
• Consider what you can offer relevant for the
type of media you are targeting– television,
radio, online

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9. Use fewer words
• Cut out the jargon
• Edit, edit, edit
• Save opinion for quotes
• Keep words and phrases simple

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10. Remember purpose
• To present your news concisely
• To give outline of the story
• To make it easy for the journalist to use
your story
• To give the journalist what they want in a
format that works for them

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11. Issuing press release
Do not:
• Send your press release as an email
attachment
• Send photos unless requested
• Embed logos in your press release
• Send your press release to a distribution list
as a blanket email (i.e. not tailored)

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11. Summary
• Be clear on the purpose of the press release
• Focus on human interest
• Ensure there is a ‘news hook’
• Give journalists what they want
• Write clear, concise copy
• Tailor your press release and personalise
approach emails

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For more information and help, see:
• Press release template in word
http://www.slideshare.net/debbieleven/press-release-template-word
• Press release checklist
http://www.slideshare.net/debbieleven/press-release-checklist-uk
• PR audit
http://www.prcoach.co.uk/pr-help/
• 5 top tips for press release success
http://www.prcoach.co.uk/5-top-pr-tips-to-get-press-release-success/