**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**.