Communication Tools - Press Releases
Dealing with the media | Press Releases | Fundraising facts | Using your MP
News stories have a special style and structure. This has been developed to speed up the writing process and reflect the selective way people read newspapers, listen to the radio or watch TV. For example when we read a paper, if nothing catches our interest in the headline or first paragraph we quickly skip to the next story.
- A journalistic style will make your own publications appear more professional.
- If you reflect the journalist's technique in the way you present news releases to them, they are more likely to use them.
In addition there are a few rules that you should follow when writing a news release:
Use headed paper and type "NEWS RELEASE" at the top. Keep your news release to a single side of
A4 paper if possible.
- Type double spaced. Put contact details on any / all continuation sheets and number all pages "1 of 2" etc.
- Give your news release a caption. This should be short, to the point, and give a clue for a possible headline.
- Put the most important facts in the first sentence. These should include the facts about who, what, when where, and why. You can expand on them later in the release.
- Keep your story snappy and simple. Use conversational language, avoid jargon, and use active verbs (i.e. the man bit the dog, not the dog was bitten by the man). Use two short sentences in preference to a long complicated one.
- Always include at least one comment in quote marks (for example, from the Chief Officer) to endorse the story.
- Include details of any photographs you can supply, or give picture opportunities in a specific paragraph titled 'pictures'. Identify suitable places for photographs to be taken.
- Contact names and numbers are essential. Make sure that the named person(s) are readily available.
- Do not include an embargo unless there is a good reason for doing so.
- Double check all facts, figures and spellings before distributing it.
An example of an Age Concern press release is available for download.
Download Press Release 32 KB
