Things to Consider when Writing a Press Release

1. USE A STANDARD PRESS RELEASE TEMPLATE FOR ALL PRESS RELEASES AND READ IT CAREFULLY BEFORE STARTINGRemember: A bad press release is worse than no press release at all. So always follow the guide carefully.

2. WHAT IS THE STORY?For a journalist to even skim through a press release, not to mention publish something about it, it has to be new, fresh, exciting and engaging. Think of a good hook for the press release that you could use so the story sounds unique. Is there an event you could link it to? A particular historic date? Something a figure of authority has commented on? Think different!

3. THINK LIKE A JOURNALISTWhat would you need to know in order to publish a story? You would need all the details before considering it.

SO, REMEMBER THE ‘W’ QUESTIONS:

Q: WHO is writing the press release?

A: Make sure your organisation’s views are strongly represented and that the reader will be clear of what you are calling for

Q: WHAT is being done?

A: The subject of the press release. Make sure it is clear in the synopsis and opening paragraph what is happening, whether the publication of a report or organization of an event.

Q: WHEN are you doing it?

A: Include the date of the event in question or publication of the report. No one will report on something if there is the possibility of it being old news.

Q: WHERE is it happening?

A: If you want media to attend the event you need to give details of where it will be.

Q: WHY is it newsworthy?

A: This is the hardest question to answer. You must convince the reader that is unique and important occurrence. Give background context to the issue to support your argument and provide the media with useful information about the organization, issue, product or event. It should not be an advertisement though – if it sounds like you are selling something, rewrite it. For example, if your organization is holding an AGM - most organisation’s hold AGMs so this is not of interest to the news as it is repetitive. So, what unusual thing is going to happen at the AGM? What does it mean for Malawi? Take an aspect of the event and ‘spin’ it into a news story.

4. GIVE THE STORY A FACEPress releases that have a real life story attached will get significantly more attention than any other. Collect testimonies of real-life experiences of the issue you are writing about and write a press release that centres around that person. If a celebrity is coming to an event, make that the highlight of the press release. It will grab people’s attention and it is stories like that which make journalists want to publish them. Include pictures, or tell journalists at the end of the press release that pictures are available to support the story.

5. TELL THE TRUTHIf you find that you are exaggerating the truth or enhancing the issue, then think twice about sending out the press release. You should tell straight facts. If you are not, then the chances are that this is not a newsworthy story.

6. WATCH YOUR LANGUAGE!You need to use active words that make the press release sound current and lively. Don’t be afraid to use strong language as well. You don’t want the press release to sound passive. Do not use technical jargon or terms that need explaining – the reader wants to understand the issue and its implications, not the details that come in between. Just because NGOs use acronyms, not everyone else does!

7. MAKE EACH WORD COUNTYou need to use simple language and as few words as possible to get your point across. Don’t repeat yourself. Don’t repeat yourself!

8. CHECK CHECK AND CHECK AGAIN

Spelling, Grammar, Repetition, Language, the ‘W’ questions: If this is not correct, the press release will not be published.