The Art of the Press Release
If you and your local group of activists are working hard to promote LME values in your region, then you want people to know about it.
In order to write a successful press release, i.e. one that is a source used by a media outlet, we need to understand the way in which newspapers, radio stations and so on work. That is why this briefing is split into two sections – the press release's construction, and some helpful tips to maximise your chances of publication.
1) How to Write a Press Release
Things to consider:
a) Content – It might sound obvious but ensure that the release is grammatically correct and doesn't contain any spelling mistakes, errors, and sources are quoted correctly.
b) Concise - keep it punchy and don't use unnecessary flowery language or over-the-top statements e.g. cutting- edge, revolutionary.
c) Factual - present the information for distribute that is true, correct and doesn't embellish anything that to be communicated.
d) Objectivity - virtually impossible to do, but refrain from using over hyped quotes from sources as they will be presented as being too biased.
e) Timing - The press release may not be topical, but it may be able to incorporate the release with a more recent news event.
f) An editor is more likely to use a quote than any other part of your release. Always include a quote from someone with some kind of status, perhaps the Chair of your branch, key organiser or even your MEP.
Format:
The formalities of a press release include writing, funnily enough, “Press Release” at the top of the page. Offer some kind of explanation as to who you are, i.e. your group's name/logo, aswell as a date and “For immediate release” before you even start to write the text of the release.
a) Open with a title - try and be creative.
b) In the opening paragraph, attempt to explain as concisely as you can what the thrust of the story is.
c) The second paragraph is the perfect place for a quote. The quote gives an element of validity to the opening few lines. It personalises it. Within 2 paragraphs the reader is aware of what is happening, and what people are saying about it.
d) The third, and often the last paragraph considers the next steps - “where do we go from here?”. If you are writing about an upcoming event, here is the place for the details, time, location and contact details. If you are writing about a particular issue, here is where you can explain what you want to do about it, what are you calling for? How will it be achieved? This is often backed up by a second quote.
e) At the end of your press release type ----END---- followed by contact details and any background notes. For instance:
Note to Editors:
Labour Movement for Europe is a group of Labour Party members committed to campaigning on European issues.
For more information contact Joe Bloggs, the Secretary of the local branch of LME on joe.bloggs@hotmail.com or 0207 1231234.
2) Tricks of the Trade
Think Small
The larger of the regional papers, such as the Yorkshire Post, Northern Echo etc, operate in very similar ways to the nationals. You will be extremely lucky to get your press release published in these larger papers, which is why your comments may be better sent as “Letters to the Editor” – see here for more info on writing letters to editors.
The smaller the paper, the more likely you are of getting your press release published. Many of the free and very local papers don't operate on a “newsroom” basis. They will most likely have a small number of staff who convert press releases into articles. Don't underestimate how well read these papers are, so find out the email addresses of each paper and get sending!
Be personal
Many newspapers have a standard email address/fax number for press releases. They tend to be along the lines of news@newspaper.com or media@newspaper.com . By all means send your release to these addresses, but they can often be a bit hit and miss. If you imagine that they will get dozens of press releases to those addresses each day, you can understand that some are bound to get lost or put straight in the bin. Scour the relevant papers for the names of journalists writing pro-European articles (they may be sympathetic to our cause), or simply call the main number for the newsroom and ask for the Politics Editor/Correspondent. If they have spoken to you one-to-one, they are more likely to pay some interest when you send them press releases. Find the email details of your chosen reporter and build up a rapport as quick as you can. Remember, if they're seen to be building relationships with the local community then that will keep their boss happy, so getting in touch is in their interests as well as ours.
Tell them who you are
It's always good to drop newsrooms a line to let them know you exist. If they were to receive a random press release from a group called “LME”, they are most likely to not know what LME is, and are probably too busy to research it. Try getting in touch to explain who you are, what your objectives are and what the relationship that you want with them is.
Facts Facts Facts
Try and add a statistic or two. Many Eurosceptics write articles and letters that are more akin to rantings than a genuine contribution to the debate. If you can back up your point with a statistic it will offer your release validity, the Eurosceptics less ammunition for rebuttal and the Editors more reason to run the story.
Click here to find statistics on the European Union
For further help, get in touch with LME on contact@lme.org.uk or 0113 245 8987
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