• Press release checklist

    • Assess if the story has news value and if a release is appropriate.
    • Research the target press and media. Review publications to get a feel for the tone and style. Identify deadlines.
    • Identify the key facts – ask who, what, why, where, when, how?
    • Draft a template structure for your story.
    • Decide who should be quoted from your organisation and if third-party quotes would be useful.
    • Check whether a photo can support the release.
  • What is the aim of a press release?

    • Your aim is to get coverage and raise awareness among your target audiences.
    • There are key elements that a journalist looks for in a story — and the human interest angle is key.
    • Do you have a human interest angle, and can you show that your news has an impact on people?
    • Release must be drafted along very clear guidelines designed to make it as easy as possible for journalists to use your material.
  • What should go into a press release?

    Answer the following questions about your news:

    • Who? Who are the key players — your company, anyone else involved with the product? Who does your news affect/who does it benefit?
    • What? What is new?
    • Why? Why is this important news — what does it provide that is different?
    • Where? Where is this happening/is there a geographical angle/is the location of business relevant?
    • When? What is the timing of this? Does this add significance?
    • How? How did this come about?

    • Write the answers then compile in short, punchy (no more than 25 words) sentences.

    • Getting benefits of your news across is key.
    • If you can capture the essence of the story in less than 50 words you’re on the right track.
    • First paragraph should be max 2 sentences, each 25 words or less.
    • Info needs to flow logically from the intro.
  • What angle should I focus on in the release?

    • Most important thing in a press release is to write for your target audience.
    • To do that you MUST know your target audience.
    • When thinking about your target audience, consider the knowledge they have about your product/company and the language they’ll understand.
  • How do I structure and present the release?

    Key ways to structure and present your press release are below:

    Timing — for immediate release or embargo?

    • Indicate at the top whether for immediate release or to be released on a given date.
    • Immediate release is preferred by journalists as it requires less planning.

    Give the release a title

    • Just as with any written piece, it will require a title.
    • Job is to grab attention and encourage the journalist to read more.
    • Double spacing and wide margins
  • How many paragraphs?

    • As few as needed to get the point across.
    • Avoid waffle and keep the copy as tight as possible.
    • Key information needs to be put in the first paragraph
    • Test of Success: Can the story be understood from the first paragraph alone?
    • Second paragraph expands on the first by providing detail
    • Third paragraph often contains a quote.
    • Fourth paragraph outlines final information
  • How to end the press release

    • Signal it with the word ‘Ends’ in bold.
    • Follow with ‘For further information, please contact’ and provide details.
    • Provide a mobile number.
    • Further information can be provided in a ‘Notes to Editor section.
    • Example: background info on the company (boilerplate) or notification that photos are available.
  • What writing style should I use?

    • Sentences that are 25 words in length, preferably fewer.
    • The release should give the journalist the essence of the story.
    • Get the content right and write to publication style.
    • Factual tone, short and concise.
  • What is the aim of this release?

    To announce the publication of the whitepaper to the Swedish media.

    • No more than 500 words
    • Format: Title, subtitle, body copy
  • What should go into this release?

    Who?

    • BearingPoint, DLF (Grocery Manufacturers of Sweden) and SvDH (Grocery Retailers Association)

    • Who benefits from what I’m saying in this release? It’s being written about the parties above, but who actually gets something from reading it?

    • Food production/logistics businesses and businesses in general

    • Swedish on-trade media rather than general consumers.

    What?

    • The publishing of the white paper
    • The findings of the study, the improved processes
    • Collaboration both between internal departments and organisations is the key to success.

    Why?

    • It signifies a new approach and research that can benefit companies in the most important way possible - financially

    Where?

    • Sweden - in the Swedish market but also in the business/organisational world as a whole as it can help businesses in a number of consumer and retailer areas to compete on a world stage.

    When?

    • The study was (according to the brief) ‘just completed’.
    • This is significant because it is a study that provides brand-new insight and the latest, most up-to-date information.
    • Very important therefore that businesses harness its findings.

    How?

    • All came about by virtue of an initial failed project involving the production of a handbook of best practice.

    Benefits to the reader?

    • They’ll learn about these issues and if they are business owners, they can apply the findings to their own operations.
  • Who is my target audience?

    • Readers of a Swedish consumer trade publication.
    • Business owners looking to streamline their operations and run a more efficient and more profitable business.
  • What knowledge do they have about my company?

    • They know BearingPoint is a major international consultancy and therefore they will trust their findings
  • Structure and presentation?

    Title

    • ‘Newsy’ title providing a taster of what’s to come and engaging the potential readers.

    Subtitle

    • Further elaborating on the header and providing a lead-in to the body copy.

    Body copy

    • About 300 words including pieces from the quote at the bottom.
  • Quotes

    • ”We would never have received the order of service level without putting as much energy into it as we did.”
    • ”We would never have received the order of service level without putting as much energy into it as we did.”

    • Peter Brente, Director of BearingPoint Sweden:
      “Our research showed fractious relationships between grocery suppliers and retailers in Sweden. Secrecy and suspicion from both sides meant effective collaborations were few and far between, resulting in little benefit by way of cost reduction and joint development. However, Sweden’s grocery stores are now offered the opportunity to make significant gains. We hope BearingPoint’s actionable advice is followed in order to start building trust and fruitful partnerships. We look forward to seeing the results in the coming years.”

  • Title

    • BearingPoint study findings herald new potential for business expansion.

    • Newly-released BearingPoint whitepaper highlights business-boosting power of collaboration

    • BearingPoint whitepaper release highlights importance of collaboration and shared values

  • Subtitle
    Following on from the first title option (not necessarily the strongest but the most intriguing):

    • Leading management consultancy’s newly-released whitepaper details importance of collaboration and shared values.
  • Body text
    Research conducted by the Swedish division of management consultancy, BearingPoint has today been released, bringing with it the findings of a study into the nature of the modern retail environment.

    The study began as an assessment of the working relationship between DLF and SvDH, which then developed into an investigation of the phenomenon of business ‘immaturity’ - a state manifested primarily by the studied businesses being largely unwilling to reveal company secrets for fear of losing their competitive edge.

    Peter Brente, Director of BearingPoint Sweden, said: “Our research showed fractious relationships between grocery suppliers and retailers in Sweden. Secrecy and suspicion from both sides meant effective collaborations were few and far between, resulting in little benefit by way of cost reduction and joint development. However, Sweden’s grocery stores are now offered the opportunity to make significant gains. We hope BearingPoint’s actionable advice is followed in order to start building trust and fruitful partnerships. We look forward to seeing the results in the coming years.”

{"cards":[{"_id":"46109cf7d3ad949e3d00006f","treeId":"53ce6aa0631acaa33c08007e","seq":314673,"position":0.5,"parentId":null,"content":"**Press release checklist**\n\n- **Assess** if the story has news value and if a release is appropriate.\n- **Research** the target press and media. Review publications to get a feel for the tone and style. Identify deadlines.\n- **Identify** the key facts – ask who, what, why, where, when, how?\n- **Draft** a template structure for your story.\n- **Decide** who should be quoted from your organisation and if third-party quotes would be useful.\n- **Check **whether a photo can support the release.\n\n"},{"_id":"53ce6aa0631acaa33c08007f","treeId":"53ce6aa0631acaa33c08007e","seq":314514,"position":1,"parentId":null,"content":"**What is the aim of a press release?**\n- Your **aim is to get coverage** and raise awareness among your target audiences.\n- There are **key elements** that a journalist looks for in a story — and the **human interest angle is key**. \n- Do you have a human interest angle, and can you** show** that **your news has an impact on people?**\n- Release must be drafted along very clear guidelines designed to make it as easy as possible for journalists to use your material.\n"},{"_id":"4611330fd3ad949e3d000070","treeId":"53ce6aa0631acaa33c08007e","seq":317162,"position":1,"parentId":"53ce6aa0631acaa33c08007f","content":"**What is the aim of this release?**\n\nTo **announce** the publication of the whitepaper to the **Swedish media**.\n\n- No more than **500 words**\n- Format: Title, subtitle, body copy\n\n"},{"_id":"46145c8cec5cf52d58000069","treeId":"53ce6aa0631acaa33c08007e","seq":317692,"position":1,"parentId":"4611330fd3ad949e3d000070","content":"**Title**\n- **BearingPoint study findings herald new potential for business expansion.**\n\n- Newly-released BearingPoint whitepaper highlights business-boosting power of collaboration\n\n- BearingPoint whitepaper release highlights importance of collaboration and shared values "},{"_id":"46145cfbec5cf52d5800006a","treeId":"53ce6aa0631acaa33c08007e","seq":317693,"position":2,"parentId":"4611330fd3ad949e3d000070","content":"**Subtitle**\nFollowing on from the first title option (not necessarily the strongest but the most intriguing):\n\n- Leading management consultancy's newly-released whitepaper details importance of collaboration and shared values. "},{"_id":"46145debec5cf52d5800006b","treeId":"53ce6aa0631acaa33c08007e","seq":317939,"position":3,"parentId":"4611330fd3ad949e3d000070","content":"**Body text**\nResearch conducted by the Swedish division of management consultancy, BearingPoint has today been released, bringing with it the findings of a study into the nature of the modern retail environment.\n\nThe study began as an assessment of the working relationship between DLF and SvDH, which then developed into an investigation of the phenomenon of business 'immaturity' - a state manifested primarily by the studied businesses being largely unwilling to reveal company secrets for fear of losing their competitive edge.\n\n\n\nPeter Brente, Director of BearingPoint Sweden, said: “Our research showed fractious relationships between grocery suppliers and retailers in Sweden. Secrecy and suspicion from both sides meant effective collaborations were few and far between, resulting in little benefit by way of cost reduction and joint development. However, Sweden’s grocery stores are now offered the opportunity to make significant gains. We hope BearingPoint’s actionable advice is followed in order to start building trust and fruitful partnerships. We look forward to seeing the results in the coming years.”\n\n\n\n"},{"_id":"53ce6aa0631acaa33c080080","treeId":"53ce6aa0631acaa33c08007e","seq":314548,"position":2,"parentId":null,"content":"**What should go into a press release?**\n\nAnswer the following questions about your news:\n- **Who?** Who are the key players — your company, anyone else involved with the product? Who does your news affect/who does it benefit?\n- **What?** What is new?\n- **Why?** Why is this important news — what does it provide that is different?\n- **Where?** Where is this happening/is there a geographical angle/is the location of business relevant?\n- **When?** What is the timing of this? Does this add significance?\n- **How?** How did this come about?\n\n- Write the answers then compile in short, punchy **(no more than 25 words)** sentences.\n- Getting **benefits** of your news across is key.\n- If you can capture the essence of the story in **less than 50 words** you're on the right track.\n- **First paragraph** should be max **2 sentences**, each **25 words or less**.\n- Info needs to **flow logically** from the intro."},{"_id":"4612b150bb1b9926d8000063","treeId":"53ce6aa0631acaa33c08007e","seq":317021,"position":2,"parentId":"53ce6aa0631acaa33c080080","content":"**What should go into this release?**\n\n**Who?** \n- **BearingPoint**, **DLF** (Grocery Manufacturers of Sweden) and **SvDH** (Grocery Retailers Association)\n\n- **Who benefits** from what I'm saying in this release? It's being written about the parties above, but who actually gets something from reading it? \n\n- Food production/logistics **businesses** and businesses in general\n\n- Swedish **on-trade** media rather than general consumers. \n\n**What?**\n- The **publishing** of the **white paper**\n- The findings of the study, the **improved processes** \n- **Collaboration** both between **internal departments** and **organisations** is the key to success.\n\n**Why?**\n- It signifies a **new approach** and research that can **benefit companies** in the most important way possible - **financially**\n\n**Where?**\n- Sweden - in the **Swedish market** but also in the **business/organisational world** as a whole as it can help businesses in a number of **consumer** and **retailer** areas to compete on a world stage. \n\n**When?**\n- The study was (according to the brief) **'just completed'**.\n- This is significant because it is a study that provides **brand-new insight** and the latest, most **up-to-date** information.\n- Very important therefore that businesses **harness its findings.**\n\n**How?**\n- All came about by virtue of an **initial failed project** involving the production of a **handbook of best practice**.\n\n**Benefits to the reader?**\n- They'll **learn** about these issues and if they are business owners, they can **apply the findings** to their own operations. \n"},{"_id":"53ce6aa0631acaa33c080081","treeId":"53ce6aa0631acaa33c08007e","seq":319835,"position":3,"parentId":null,"content":"**What angle should I focus on in the release?**\n\n- Most important thing in a press release is to **write for your target audience**. \n- To do that you MUST know your **target audience**.\n- When thinking about your **target audience**, consider the **knowledge they have** about your product/company and the **language they'll understand.**"},{"_id":"461381b087585d8b97000027","treeId":"53ce6aa0631acaa33c08007e","seq":317036,"position":2,"parentId":"53ce6aa0631acaa33c080081","content":"**Who is my target audience?**\n- **Readers** of a Swedish consumer **trade publication.**\n- **Business owners** looking to streamline their operations and run a **more efficient and more profitable** business. "},{"_id":"4613859987585d8b97000028","treeId":"53ce6aa0631acaa33c08007e","seq":317039,"position":3,"parentId":"53ce6aa0631acaa33c080081","content":"**What knowledge do they have about my company?**\n- They know BearingPoint is a major international consultancy and therefore they will **trust their findings**"},{"_id":"53ce6aa0631acaa33c080082","treeId":"53ce6aa0631acaa33c08007e","seq":314652,"position":4,"parentId":null,"content":"**How do I structure and present the release?**\n\nKey ways to structure and present your press release are below:\n\n**Timing — for immediate release or embargo?**\n- Indicate at the top whether for **immediate** release or to be released **on a given date**.\n- **Immediate** release is preferred by journalists as it requires **less planning.**\n\n**Give the release a title**\n\n- Just as with any written piece, it will **require a title**. \n- Job is to **grab attention** and **encourage the journalist** to **read more**.\n- Double spacing and wide margins\n"},{"_id":"461389e487585d8b97000029","treeId":"53ce6aa0631acaa33c08007e","seq":317087,"position":1,"parentId":"53ce6aa0631acaa33c080082","content":"**Structure and presentation?**\n\n**Title**\n- **'Newsy'** title providing a taster of what's to come and **engaging** the potential readers.\n\n**Subtitle**\n- Further elaborating on the header and providing a **lead-in** to the body copy. \n\n**Body copy**\n- About **300 words** including pieces from the quote at the bottom. "},{"_id":"461391aa87585d8b9700002a","treeId":"53ce6aa0631acaa33c08007e","seq":317152,"position":2,"parentId":"53ce6aa0631acaa33c080082","content":"**Quotes**\n- ”We would never have received the order of service level without putting as much energy into it as we did.”\n- ”We would never have received the order of service level without putting as much energy into it as we did.”\n\n- **Peter Brente, Director of BearingPoint Sweden:**\n“Our research showed fractious relationships between grocery suppliers and retailers in Sweden. Secrecy and suspicion from both sides meant effective collaborations were few and far between, resulting in little benefit by way of cost reduction and joint development. However, Sweden’s grocery stores are now offered the opportunity to make significant gains. We hope BearingPoint’s actionable advice is followed in order to start building trust and fruitful partnerships. We look forward to seeing the results in the coming years.”\n \n\n\n\n\n"},{"_id":"46107dcbd3ad949e3d00006c","treeId":"53ce6aa0631acaa33c08007e","seq":314656,"position":5,"parentId":null,"content":"**How many paragraphs?**\n\n- **As few as needed** to get the point across.\n- **Avoid waffle** and keep the copy **as tight as possible.**\n- **Key information** needs to be put in **the first paragraph**\n- **Test of Success**: Can the story be **understood** from the **first paragraph** alone?\n- Second paragraph **expands** on the first by **providing detail**\n- Third paragraph often **contains a quote**.\n- Fourth paragraph outlines **final information**"},{"_id":"46108a58d3ad949e3d00006d","treeId":"53ce6aa0631acaa33c08007e","seq":314666,"position":6,"parentId":null,"content":"**How to end the press release**\n\n- Signal it with the word **'Ends'** in bold. \n- Follow with **'For further information, please contact'** and provide details.\n- Provide a **mobile number**.\n- Further information can be provided in a **'Notes to Editor** section.\n- Example: background info on the company **(boilerplate)** or notification that **photos are available.**\n"},{"_id":"461095b5d3ad949e3d00006e","treeId":"53ce6aa0631acaa33c08007e","seq":317155,"position":7,"parentId":null,"content":"**What writing style should I use?**\n\n- Sentences that are **25 words in length**, preferably fewer.\n- The release should give the journalist the **essence of the story.**\n- Get the **content** right and **write to publication style**.\n- **Factual** tone, **short** and **concise**.\n"}],"tree":{"_id":"53ce6aa0631acaa33c08007e","name":"BP Press Release ","publicUrl":"bp-press-release"}}