Turning your press release into news

Submitted by crinadmin on

The first question to ask yourself is: what is the story?

Journalists publish stories, not just information about your organisation. The better the story, the closer it will be to the front page. So make sure the information is newsworthy, and ask how you can make it of interest and of relevance to readers. Can you issue the press release to coincide with a more recent news event?

Know what you want to say. This may seem obvious, but if you are not clear what it is you want, or want to say, the press release will reflect this.

Who are you writing for? This will affect how you write and what you say.

Once you are clear about the content of the press release, you can concentrate on how to write it, with our five-step guide.

1. Keep it simple. Good, clear writing could be crucial and an otherwise interesting press release may be snubbed if it is written badly. Keep asking yourself: what is it I am trying to say? Then write as if you are recounting a story to a friend or family member.

E.g., DON’T say: “The National Group for the Protection of Child Rights has decided to integrate its strategic plan into national protection mechanisms through a process of consultations beginning with an event this September.” DO say: “The National Group for the Protection of Child Rights is hosting a conference on 17 September 2007 on the subject of child protection in Swaziland.” Avoid jargon and ‘UN-speak’.

2. The What, Who, Where, When, Why, How rule. In other words, what is happening/has happened? Who is/was involved? Where is it/did it happen? etc. This information should be in the first three paragraphs of any story.

E.g. “The Kenyan Commission for the Prevention of Discrimination Against Children is set to release a new report on children and disabilities. Called 'Kenya’s Forgotten Children', the report will be officially launched at 11am, at Nairobi Town Hall, Cole St, Nairobi, tomorrow, 23 May 2007. The report will address the growing problem of discrimination towards children with disabilities in schools.”

OR, “Five children under the age of ten have been discovered working at a shoe factory in New Delhi. The children, whose names cannot be revealed because of reporting restrictions, were found at 4pm yesterday (23 May 2007) by members of the Indian Coalition Against Child Labour who were carrying out a routine inspection. The children said they had been working eight hour days in exchange for basic food and bottled water.”

For other examples, visit the BBC website www.bbc.co.uk


3. Keep it short. Use short sentences and short words. Is each word in the press release absolutely necessary? For example, ‘policymaking process’ can just be ‘policymaking.’ Weighty words lengthen sentences and bulk out content. Use leaner substitutes instead, e.g.:

• Advantageous........Helpful
• Consequently.........So
• Endeavour..............Ttry

The press release should never be longer than one page.

4. Make it accurate. Check for grammar and punctuation, and keep it factual. Avoid exaggeration.

5. Include ALL contact details: address, email, telephone, website, fax, etc. If issuing a call for information, applications, etc. Double check you have included the correct email address.

 

Other useful resources:

Organisation: 
Child Rights International Network

Countries

    Please note that these reports are hosted by CRIN as a resource for Child Rights campaigners, researchers and other interested parties. Unless otherwise stated, they are not the work of CRIN and their inclusion in our database does not necessarily signify endorsement or agreement with their content by CRIN.