Writing%20better%20press%20releases

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Writing better press releases

• Helping journalists to help you

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What is a press release?

• A message opportunity. Every press release should
  have a clear message, and a clear target
  audience.
• An information resource. A press releases is the
  basis for articles on the day or later - stored
  on RAPID.
• All the facts a journalist needs should be
  there.
• Influencing the news agenda. A good press release
  will encourage journalists to write about your
  subject. Bad press releases mean they look
  elsewhere...

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Four golden rules

• Have something to say
• ...and make it sound interesting
• Get to the point. Why should anyone care about
  this?
• Think like a journalist how can they make a
  story out of this?
• Give them all they need. Dont wait until they
  call you looking for more

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Main problems of our press releases

• Too bureaucratic. Nobody cares about procedures.
  News is about real people. What does your story
  mean?
• Upside down. Put the interesting bits first. Save
  the details for the end. Put boring bits in a
  footnote - or leave them out
• Missing information. Are all the facts there?
  Have you got comparative figures? What will the
  journalists ask you for?
• Euro-Jargon. Dont say Community Support
  Programme for employment. Do say EU plan to
  boost jobs

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Making a press release work

• Structure a hierarchy of information
• Content give them what they need
• Using it be proactive. Use it to sell your
  story.

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Structure

• Every press release needs
• Title
• Chapeau
• Quote
• Details
• Background.

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What makes a good title?

• Short 2 lines max
• Clear Tell them what it isstraight up
• Simple The details come later
• Action Make something happenuse a verb

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BAD Commission adopts Community Support
Framework for Northern Ireland 2000-2006, in
agreement with the new Northern Ireland Assembly,
for a total amount of 2.6 billion
euroGOODCommission approves 2.6bn aid for
Northern Ireland
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What is the chapeau?

• A summary of the main story - which stands alone
  (and is used for Midday Express)
• Ideally 10 lines.maximum 15
• Answer the main questions Who? What? When? Why?
  How? .and if possible Where?
• Only the main newsthe details come later

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The main text

• Keep following the pyramid of information - main
  messages still come first.
• Provide a quote or two - and make them snappy
• Try to guess the journalists questions Who?
  What? When? Why? How? Where?.and whats new?
• Make it easy to read - use headings, bullet
  points, 3 key themes, a section of Background at
  the end
• Provide tables, graphs, facts, figures - for each
  country and region if possible.

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Some points of style

• All decisions and announcements are made by the
  Commission - not by individual Commissioners
• Euro-Jargon never use it in the title, avoid it
  in the chapeau, try to avoid it in the main text.
  
• If you must use jargon, translate it into plain
  language
• Say the European Commission once, then use the
  Commission. Same for Parliament and Council
• Use the euro sign 456 million - not 456
  MIO EURO

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Make it work

• The press release is the beginning of your work,
  not the end. Its an essential tool, but its not
  a media plan.
• The press release is a good advert for your
  story. But you probably need to do more to sell
  it Have journalists got it? Have they read it?
  Will they use it? Talk to them.
• Think about sending your press release to
  agencies early
• Think about giving an advance the day before
• Remember the easiest way to make news is
  Sunday for Monday