PRCA Writing Effective Press Releases
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Writing Effective Press Releases
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Transcript of PRCA Writing Effective Press Releases
Writing Effective Press Releases
Writing Effective Press ReleasesThe so-what test
Journalists are like magpies drawn to the shiniest object
in their field of vision.
The Eichmann Show
Writing Effective Press ReleasesThe so-what test
Human interest Charity involvement
Celebrity endorsement
Jobs & offices
New products & innovations
Writing Effective Press ReleasesThe so-what test
Expert comment
Events & journalist visits
Pegs & hooks
Statistics & surveys
REAL STORIES ONLY
NO PUFF PIECES
Writing Effective Press ReleasesThe so-what test
Every press release must include:
• Answers to the questions: who, what, where, when + why• Key facts + proof • Quotes from key players + customers• Interviews + photo opportunities• Keywords + hyperlinks• Contact details & boiler plate in an appendix
Writing Effective Press ReleasesThe ingredients of a perfect press release
Every press release should be:
• Two pages maximum
• A clear font with 1.5 line spacing
• Written in third person
• In grammatical & simple language
Writing Effective Press ReleasesThe ingredients of a perfect press release
Traditional format− Press release + the title
− Embargo/for immediate release
− Date
− ------Begins-------
− The main text of the release
− ------Ends------
− Appendix/Notes for editors
(contact details, offers of interviews, boilerplate)
Writing Effective Press ReleasesThe ingredients of a perfect press release
Writing tips• Imagine you are explaining the story to a friend – that is your intro
• Avoid long titles in introductions
• Avoid sub-clauses
• Write in an inverted pyramid, the most important facts at the top
• Each paragraph = one sentence
• Have approx. three paragraphs before your first quote
• Read your story out loud
Writing Effective Press ReleasesThe ingredients of a perfect press release
Send your release
• Answers to the questions• In email body without preliminaries• Eye-catching subject line
• Send to named individuals
• Send as blind copies
• Post on your website, social media, PA & other distribution sites
Writing Effective Press ReleasesPitching your story
Writing Effective Press ReleasesAbout Rough House Media
Writing Effective Press ReleasesContact Rough House Media
020 8332 [email protected]/roughhouse01
52 Park HillRichmondSurreyTW10 6HE
