A press release simply answers 5 important questions: what, why, who, where, when?
- What is the event?
- Why is it happening?
- Who is involved?
- Where is the event?
- When is it happening?
The press release should be a page of A4 max…any longer and a reporter will probably ignore it, they’re really busy people! Try to get all the crucial information into the first paragraph; this is where you can grab the attention of the reader.
Use a few hard-hitting statistics for perspective, but make sure the release keeps the focus on people. Tearfund founder George Hoffman said, ‘Statistics don’t bleed’. Statistics, it’s true, can be really dull and hard to grasp, but they are vital to help us understand the problem.
Include a quote. Reporters will edit press releases but they won’t change a quote. The quote can be emotional but the rest of the release must remain factual.
Make sure that you include your name and phone number so that the reporter can contact you, if you miss their call and they leave a message, call them back – it may sound obvious but a reporter won’t keep chasing you! It’s also quite rude.
You’ve heard that a picture paints a thousand words, getting a photograph to go with the story really brings the story to life. Try to think about what photos could be taken, who could be photographed (make sure you ask them first), where the photos would be taken and at what time you want the photocall.
Once you’ve written your release, email it to the list of reporters you made earlier, if you haven't got this list click here, and give them a follow-up call a couple of hours later to check they received it and ask if they had any questions about it.
You then need to make sure that you are ready and available on the day of the event to greet the reporter or photographer. When the story is printed or broadcast try and get a copy and send it to us here in Teddington, we’d love to see what’s going on and maybe even get it in our magazines or on the website.
Send it to:
Youth & Student Campaigns Coordinator
Tearfund
100 Church Road
Teddington
Middlesex
TW11 8QE