A Barebones Guide to Writing Successful Press Releases

One of the most important lessons that beginners need to learn is that writing media releases is all about developing a persuasive communication within the framework of a traditional news story format. But don't despair, help is here.

Editors will quickly 'file' media releases that make outlandish promotional promises - 'the best ever, one-of-a-kind, everyone wins' etc. Instead, you must think like a reporter. Media releases must follow journalistic style in order to be given any kind of consideration.

The Headline: In about ten words or less, you need to grab the attention of the editor. The headline should summarise the information in the press release, but in a way that is exciting and dynamic; think of it as a billboard along a street - you have just a few words to make your release stand out among the many others editors receive on any given day.

Opening Paragraph: Sometimes called a summary lead, your first paragraph is critical. This paragraph must explain the 'five W's and one H' of the story;

• What: your event is
• Where: your event is to be held
• When: it will be
• Who: your event is for
• Why: you are raising funds
• How: it will raise money

This paragraph must summarise the press release, with other paragraphs providing the detail. The opening paragraph must also contain the hook; the one thing that gets your audience interested in reading more. But, remember your hook has to be relevant to your audience as well as to the news media.

The Body: Using something called the inverted triangle, the body of the press release should be written with the most important information and quotes first. This technique is used so that if editors need to cut the story to fit space constraints, they can cut from the end without losing the critical information.

The Closing Paragraph: Repeat the critical contact information.

Contacting the Media:To find a list of your local newspapers, radio stations and TV channels, check out either the Newspaper Society or Media UK. Two weeks before the day send this to all the radio stations/newspapers in the area. If you are taking part in a sponsored event arrange a photocall with the paper or remember to take your own photos.