How to write a press release
1. Target the right people
Think about who would be interested in your story. Find out all the local news media in your area, for example by looking them up on a web resource such as www.mediauk.com or www.newspapersoc.org.uk. Find out the names of the relevant journalists by phoning the newspaper or looking in an old copy.
2. Use a template
The press release template on this website already has the Bookstart logo in the right place, as well as some critical Notes to Editors. You can add your copy and save yourself time.
3. Remember the five W's
Make sure essential information is stated early on in your press release:
> Who? > What? > When? > Where? > Why?
Journalists need to see quickly what your event or story is all about, so don’t hide this information away! You might want to repeat it at the bottom of the release, too, perhaps in a box to make it easy to find.
4. Write a headline!
Make the headline as compelling as you can, but keep it simple. You need to grab a journalist’s attention, so use the most exciting thing about your event that you can think of. Examples of good headlines:
TEDDY BEARS PICNIC BREAKS WORLD RECORD
FREE TEDDY BEARS FOR EVERY CHILD IN SHROPSHIRE!
5. Make your first paragraph fantastic
Journalists may read hundreds of press releases in a week, so keep them interested. Make sure you state the essential information simply and plainly, so they don’t need to read it twice:
> Who is organising the event and who will be there?
> Where and when is it being held?
> What is happening and why?
‘Local celebrity Melinda Messenger will join local schoolchildren in the town square for Swindon’s biggest-ever storytelling session, celebrating National Bookstart Day.’
Make sure you mention Bookstart as early as possible in the press release so that journalists don’t miss the point of the event! Try to write your paragraph as if you were explaining the story to a friend: this can help you to make it engaging. Ask someone else to read a draft of your press release and see if they find it interesting: do they want to read on?
6. Think of a hook
A hook is designed to grab a journalist’s attention and make them want to write about your event or story. Ask yourself why they would want to write about your event and what might get them interested. Is there a compelling ‘human interest’ story about a local person? Will a celebrity be making an appearance? Is there a world record being broken? If you were the journalist, what would make you choose this story over another (being worthy or important isn’t enough!).
7. Focus on Photos
Most journalists have got half a mind on the final page when they consider which stories to cover, and photos always look great. Try to paint a visual picture in your press release so that they can imagine the event:
‘Melinda will meet over 50 children as well as the big blue Bookstart Bear.’
Sending a photo with your press release (by email) makes it even easier for the newspaper to cover your story, especially if the photo is good. Newspapers are always looking for good quality, interesting and engaging photos. Why not send them a photo from this CD, or request other photos from Booktrust (others available include a Bookstart Rhymetime and the Bookstart Bear).
And always try to create a photo opportunity at your event to which you can invite the photographers from your local papers. An opportunity like this often tips the balance and persuades the newspaper to run the story. Make sure you have a photographer there yourself (even if it’s just you!) taking some digital photos which you can send to newspapers who haven’t sent a photographer.
8. Supply a quote
There are a set of generic Bookstart quotes available on this cd-rom or you could get a quote from a local celebrity, local councillor or family. These quotes add colour to your press release and help journalists to understand the importance of your story. They will often reprint the quote verbatim, so make sure you have the person’s permission to use it!
9. Include important notes to editors
Notes to Editors should come at the end of your press release and provide additional background information to journalists which otherwise make your press release long or unclear. Vital things to include are:
> Your contact details, including a mobile number so you can be contacted on the day of the event
> What Bookstart is
> How Bookstart is funded
> The Bookstart website address, for more information
> Details of any photo opportunities (description, time and place)
> How parents get their Bookstart packs
All of these Notes to Editors are included in the press release template.
10. Follow up
Send your press release to the right person at each newspaper or radio station by post as well as by email. Some journalists don’t use email; others don’t like opening letters. If possible, find out which your contact prefers before sending it out.
It is much more effective to build relationships with your local press contacts rather than just sending a press release. Journalists want to write about things that they find interesting, and they would rather spend time finding out about something from someone they know than phoning a stranger. You don’t have to do a ‘hard sell’ on them, which can be uncomfortable: just check that they received your press release (and have one ready to re-send on email immediately in case they didn’t) and ask whether they need any additional information. You could then ask whether they think it might be of interest to their newspaper. If they are too busy to cover the event, propose sending them photos after the event to publish.