A well written press release is the way to get noticed by the media, and here are some tips:
· make your release as newsworthy as possible – if you haven’t got something new and interesting to say you’re probably wasting your time
· the headline is the most important part – it should communicate the essence of your story and should be as short and eye-catching as possible
· the first paragraph should build on the story outlined in the headline and should answer the ‘who, what, where, when, why and how’ questions. If there’s something unique about your story make sure you mention this early on
· the second paragraph should provide additional relevant information -perhaps background details to set the context
· the third paragraph should have comments from the main person associated with the story, e.g. the learning centre manager or the learner
· don’t be tempted to overdo it! The journalist reading your press release has little time to spare and its length is not directly related to the likelihood of it being published. Keep it short and to the point.
· include your contact details - name and telephone numbers (including mobile)
· conclude with a ‘notes to the editors’ section – this is an opportunity to get across your key messages (see 'Make sure you stay ‘on message’ under ‘Generating coverage’ section)
· a good photo will improve your chances of the story running so supply one if you can
The template section includes a template for a press release.