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

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.

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.