Writing better press releasesWriting better press releases

Helping journalists to help youHelping journalists to help you

What is a press release?What is a press release?

A A message opportunitymessage opportunity. Every press release should have a clear . Every press release should have a clear message, and a clear target audience.message, and a clear target audience.

An information resourceAn information resource. A press releases is the basis for articles on . A press releases is the basis for articles on the day or later - stored on RAPID. the day or later - stored on RAPID. All the facts a journalist needs should be there.All the facts a journalist needs should be there.

Influencing the news agendaInfluencing the news agenda. A good press release will encourage . A good press release will encourage journalists to write about your subject. Bad press releases mean they journalists to write about your subject. Bad press releases mean they look elsewhere...look elsewhere...

Four golden rules:Four golden rules:

Have something to sayHave something to say……

...and make it sound interesting...and make it sound interesting

Get to the pointGet to the point. Why should anyone care about this?. Why should anyone care about this?

Think like a journalistThink like a journalist : how can they make a story out of this? : how can they make a story out of this?

Give them all they needGive them all they need. Don’t wait until they call you looking . Don’t wait until they call you looking for morefor more

Main problems of our press releasesMain problems of our press releases

Too bureaucraticToo bureaucratic. Nobody cares about procedures. News is . Nobody cares about procedures. News is about real people. What does your story about real people. What does your story meanmean??

Upside down.Upside down. Put the interesting bits first. Save the details Put the interesting bits first. Save the details for the end. Put for the end. Put boringboring bits in a footnote - or leave them out bits in a footnote - or leave them out

Missing informationMissing information. Are all the facts there? Have you got . Are all the facts there? Have you got comparative figures? What will the journalists comparative figures? What will the journalists askask you for? you for?

Euro-Jargon.Euro-Jargon. Don’tDon’t say “Community Support Programme say “Community Support Programme for employment”. for employment”. DoDo say “EU plan to boost jobs” say “EU plan to boost jobs”

Making a press release workMaking a press release work

StructureStructure : a hierarchy of information : a hierarchy of information

ContentContent : give them what they need : give them what they need

UsingUsing it : be proactive. Use it to sell your it : be proactive. Use it to sell your story.story.

StructureStructure

Every press release needs:Every press release needs:

TitleTitle ChapeauChapeau QuoteQuote Details Details Background.Background.

What makes a good title?What makes a good title?

Short : 2 lines maxShort : 2 lines max Clear : Tell them what it is…straight up Clear : Tell them what it is…straight up Simple : The details come later Simple : The details come later Action : Make something happen…use a verbAction : Make something happen…use a verb

BAD: Commission adopts Community Support Framework for Northern Ireland 2000-2006, in agreement with the new Northern Ireland Assembly, for a total amount of 2.6 billion euro

GOOD:Commission approves €2.6bn aid for Northern Ireland

BAD: Commission adopts Community Support Framework for Northern Ireland 2000-2006, in agreement with the new Northern Ireland Assembly, for a total amount of 2.6 billion euro

GOOD:Commission approves €2.6bn aid for Northern Ireland

What is the chapeau?What is the chapeau?

A summary of the main story - which stands alone A summary of the main story - which stands alone (and is used for Midday Express)(and is used for Midday Express)

Ideally 10 lines….maximum 15 Ideally 10 lines….maximum 15

Answer the main questions :Who? What? When? Answer the main questions :Who? What? When? Why? How? ….and if possible Why? How? ….and if possible WhereWhere??

Only the Only the main newsmain news…the details come later…the details come later

The main textThe main text

Keep following the pyramid of information - main Keep following the pyramid of information - main messages still come first.messages still come first.

Provide a Provide a quotequote or two - and make them snappy or two - and make them snappy

Try to guess the journalists’ questions : Who? What? Try to guess the journalists’ questions : Who? What? When? Why? How? Where?….and When? Why? How? Where?….and what’s newwhat’s new??

Make it Make it easy to readeasy to read - use headings, bullet points, 3 key - use headings, bullet points, 3 key themes, a section of themes, a section of BackgroundBackground at the end… at the end…

Provide tables, graphs, facts, figures - Provide tables, graphs, facts, figures - for each country and for each country and region if possibleregion if possible..

Some points of styleSome points of style

All decisions and announcements are made by the All decisions and announcements are made by the CommissionCommission - not by individual Commissioners - not by individual Commissioners

Euro-JargonEuro-Jargon : never use it in the title, avoid it in the : never use it in the title, avoid it in the chapeau, try to avoid it in the main text. chapeau, try to avoid it in the main text.

If you If you mustmust use jargon, translate it into plain language : use jargon, translate it into plain language :

Say “the European Commission” once, then use “the Say “the European Commission” once, then use “the Commission”. Same for Parliament and CouncilCommission”. Same for Parliament and Council

€ € Use the euro sign : €456 million - not 456 MIO EUROUse the euro sign : €456 million - not 456 MIO EURO

Make it workMake it work

The press release is the The press release is the beginningbeginning of your work, not the of your work, not the end. It’s an essential tool, but it’s end. It’s an essential tool, but it’s notnot a media plan. a media plan.

The press release is a good advert for your story. But you The press release is a good advert for your story. But you probably probably need to do moreneed to do more to sell it : Have journalists got to sell it : Have journalists got it? Have they read it? Will they use it? it? Have they read it? Will they use it? Talk to themTalk to them..

Think about sending your press release to Think about sending your press release to agenciesagencies early early

Think about giving an Think about giving an advanceadvance the day before the day before

Remember : the easiest way to make news is “Sunday for Remember : the easiest way to make news is “Sunday for Monday”Monday”