How to write a press release
Definitions
Press release - an announcement you send to a newspaper,
TV or radio station about something you want them to report
on.
Public service announcement (PSA) - similar to a press release,
except that you are asking for a free announcement about something
that benefits the public.
Photo opportunity - an event that's for good photography or
videotaping, including famous people, large crowds, symbolic
actions, activities and other visually interesting material.
Style
Press releases follow a strict style. They are 1 or 1 1/2
pages long, double spaced and typed. They should be clear
and concise and designed to grab the attention of the editor
who scans 200 of them a day and picks out 20 to follow up
on. Try and tell it like a news story, give your event a headline
and an angle that you want them to use.
Leading information
What, how, why, when and who should be covered in the first
paragraph. The "why" is very important - why is
this news? Why is this happening and why is it interesting?
You need to give this information in 3 or 4 sentences.
Try answering such questions as:
 |
what will take place? |
|
why are you holding this event? |
|
who will be there? |
|
when and where is it? |
|
how many people are participating
and what will they be doing? |
|
what do you expect to come
out of the event? |
Background information
The next paragraphs should give more detailed information,
background statistics, a summary of the issue, details about
the event. Use sentences that would make good quotes and give
facts that capture their interest. If you are asking for an
interview, or want them to attend a press conference, remember
that you'll have another chance to give them information.
Don't drown them in details.
Contact information
At the bottom of the page, include the name of the media
contact for your group and their phone number(s), as well
as the name of the person organizing the event (who can arrange
interviews or filming) and your group's logo.
by Regan McClure
Sample press release
For immediate release
Bike to Work Week 1995 Begins!
"The Cycle is Complete"
Join us Saturday May 13th to celebrate bicycle commuters
in Toronto as a healthy, non-polluting and fun way to get
to work. Riding a bike is healthy and enjoable, reducing risk
of heart disease by 55% in regular cyclists. Everyone benefits
too, as this year's record number of commuter cyclists (28,000)
have reduced pollution in the city of Toronto by 105,000 tonnes
of greenhouse emissions. The following kick-off events will
be held at Nathan Phillips Square:
Bike culture display 10 a.m. to 3 p.m.
|
A choreographed dance performed
on bicycles |
|
Bicycles made into works of
art |
|
A children's craft workshop
area. |
|
Toronto's first solar powered
bicycle |
|
A giant music-making bicycle
that everyone can play on. |
Women on Wheels Workshop
|
A hands-on bicycle maintenance
workshop noon to 3 p.m. |
Photo opportunity Saturday morning at 11:30
|
Two Scarborough teachers are
cycling 300 km over 3 days to participate in Bike to Work
Week! They leave from the Nathan Phillips Square at noon. |
|
Available for interviews and
photos from 10 a.m. to noon |
|
Call Janet Wade (416-988-4456)
and Les Dabson (416-877-4975) for interviews or more information. |
For more information about this or other Bike to Work Week
events, see the May 4th Now Magazine insert or contact Summer,
Luke or Suzanne at 392-7592.
|
