How to distribute press materials

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Preparing press materials

Press releases are a valuable way to deliver information to journalists.

It is important to follow the guidelines outlined below to give your press release the greatest chance of being used.

Including the right information

Telling your story

Decide on your news hook. Imagine you are a journalist and ask yourself if your press release really contains ‘news’. For regional and especially local press, the fact that your story concerns local people is your strongest angle – so emphasise this throughout the release.

Also consider:

  • inviting a local MP, VIP or celebrity to attend your event
  • creating a strong photo opportunity

Grabbing the Headline

Journalists receive hundreds of press releases a day and some will read no further than the headline and the first paragraph. Your headline needs to give a clear description of what your release is about. Your first paragraph should include all the key facts and must grab their attention.

Content Checklist

The main body of the press release must contain six basic pieces of information:

  1. Who? Organisation
  2. What? Subject
  3. Where and when? Location and date
  4. Why? What are the benefits? This can be given in a manufactured ‘quote’ by yourself or by agreement with a senior figure.
  5. Details – any extra details
  6. Source – your contact details so that the journalist can get more information should they require it.

Try to get the first three points into the first few lines so that the journalist does not miss anything important if they stop reading at the bottom of the first paragraph. Use clear language and avoid any jargon or flowery language.

Getting Quotes

Quotes from an industry spokesperson or community representative, are useful additions to press releases and can often lend weight and credibility to your event. These quotes should avoid repeating what has already been said and should add something new to the existing text.

Often quotes are written on behalf of the spokesperson: if you do this you must remember to gain permission from the person whom you are quoting before sending the press release to the media.

Quotes should be no more than a few lines long and sound as though they had actually been said and then written down. This is your chance to use language that really sells your event and NCS, whereas the style of the rest of the release should be factual and neutral.

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How to make your release look good

Most press releases follow the same standard layout, which is designed to be ‘journalist friendly’. Use the information below to set out your press release – or download the template.

  • Date. Each press release should be dated for the day it lands on the journalist’s desk.
  • Headlines should be in bold text, centred on the page and kept brief.
  • Paragraphs should be kept to just two or three sentences, making it easier to be edited by the journalist.
  • 1.5 line spacing should be used to make it easier on the eye.
  • If your release is longer than one page, (more) should be put at the bottom right hand corner of the page to ensure that the journalist turns over. However, keep your release as short as possible (one to one and a half pages). Journalists will contact you for more information if they are interested.
  • All pages should be numbered.
  • At the end of your press release you should type ENDS.
  • Below ENDS, you can add a general note relating to NCS. This is called Notes to Editors. The notes in the sample press release can be used in your press release.
  • Below the editor’s notes include the contact details of the person journalists should contact for further information. Make sure that the contact person is available for further information on the day the press release is sent out. The usual format for this information is as follows:

    For further information, please contact:
    Your name
    Your organisation
    Your phone number (office and mobile if possible)
    Your e-mail address
    This information should be in bold to stand out.

Summary Checklist

Always remember to look at your press release as if you were the journalist.

  • Will the paper’s readers/radio’s listeners want to know about this?
  • Does the headline summarise what the press release is about?
  • Does your first paragraph give all the key details (who, what, where, when and why) and encourage the journalist to read on?
  • Is there enough detail or is there too much detail?


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Distributing your press release

Media lists

There are a surprising number of media contacts for each area. If you need any help in finding your contact details for media in your area try the Media UK Internet Directory on: www.mediauk.com

Timing

It is important to get the timing right when sending out a press release. There are two approaches to timing. Decide on which of these approaches you prefer and then write your press release accordingly.

  1. In advance
    You may want to get a story to your local newspaper in advance of an event to persuade people to attend or to encourage the press to cover the story on the day. As a rule, it is a good idea to send a press release two days in advance of when you would like to see it appear. This can change to one week with weekly publications, so it’s a good idea to contact your local newspaper’s news desk to ask how far in advance to send your press release to them.
  2. After the event
    This press release can be prepared in advance and sent immediately after the event is over or even while it is still taking place. This kind of release gives you the chance to report on the event as it happens in your own words. It can also be sent with photography which will illustrate the story.

And remember to send your press release to us so we can update our events listing with a summary and include any photo’s. Just use the Register your event link and attach your information to the email.

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