Preparing press releases: tips for SCONUL members

Introduction

This checklist has been prepared for the benefit of SCONUL Advisory Committees in the first instance. However, it is hoped that the following guidance will also be of wider use to the SCONUL membership.

Done properly, the press release is one of the cheapest forms of publicity ever devised. However, what appears to be a relatively simple document hides a significant number of 'dos and don'ts'. Some apply equally to all written communications (for example, keeping language simple and sentences short). Others are purely the accepted press release conventions. Both are important. Neither is mysterious or difficult to adopt. Remember, the easier you make it for journalists to do their job - the more likely your message will reach your target audience.

Some examples of press release topics Issuing a report or research / survey findings Launching a new product / service Appearing before public bodies or taking part in a controversy Giving or receiving contracts, grants, awards, honours, gifts, etc Announcing an appointment Celebrating an anniversary Staging or sponsoring an event / debate Before embarking on a release, consider if another method would be more suitable, such as arranging with the editor to submit a longer feature article, or sending a letter to the editor for publication.

Content

• Tells your target audience something of real interest / relevance
• Stands on its own two feet; requiring nothing more than a simple edit to fit the space available
• Includes (always in the first couple of paragraphs): Who (this will usually come first), What, Why, When, Where, How
• News not views. Don't go into the thinking behind your story - just the facts. Are you solving a problem or filling your readers' needs? Pinpoint what that need or problem is and write the press release from the perspective of the readers' benefits
• Aim to convey only three, four or five key points
• Don't repeat
• In case of bad news, stress actions being taken to rectify

If you're struggling to get started, consider some of these points  What impact will the issue raised have?  On whom? Does it represent a significant power struggle / a move by a powerful institution? Does it incorporate broad cultural themes (little guy beats odds, community pulls together after tragedy, corruption exposed, etc.) Is it different / unusual? Are there any appealing characters with which the audience can identify?

Language and style 

• Be factual not promotional: follow news style, not advertising style
• Use clear, concise, vivid language
• If targeting one particular publication, examine and imitate their editorial style
• Keep the language simple. Use short sentences (15 words max) and paragraphs (30 words / four typewritten lines max)
• Use full stops instead of commas and keep punctuation simple and to a minimum

Avoid  

• humour and anecdotes
• long words. (Newspaper columns are narrow. Long words often break over two lines and each hyphenated word means the reader is more likely to lose concentration and switch to another story.)
• jargon and abbreviations
• clichés
• excessive use of adjectives and adverbs
• superfluous words like 'that'

Opening paragraph 

• Capture the editor's attention and the essence of your story in the opening paragraph. Ask yourself: what's the message? Is it different?
• An opening paragraph reinforces the headline, but also summarises the entire story. It might be the only bit that's used, so bear in mind the who, what, when, where, why, and how.
• Not a hard sell or promotion, just a factual statement.
• Between 12 and 20 words is ideal. Make sure the first ten words of your release are effective, as they are the most important.

Quote 

• Use quotes to incorporate opinion, subjective ideas, explain rationale for actions
• Avoid trite quotes and clichés
• Cite the most appropriate spokesperson for the organisation
• Draft a quotation from a spokesperson (or even a celebrity) involved. It's quite normal for the person writing the release to draft the quotation. This is, after all, easier to fit with the overall text than incorporating a 'real' quotation. Ensure you get (and allow time for) your spokesperson's approval, though!

Headline 

• Write your headline LAST - it should summarise the information in the press release so the editor knows instantly what it's about and why this news is important. It should also force the editor to want to read more.
• Consider the editor's viewpoint: 'XXX opens new store in Brighton' compared to 'New Brighton store provides 150 jobs'
• Keep your headline simple and use short words. In about ten words - or less.
• Chose a positive rather than passive headline
• Write your headline in the present tense
• Again, avoid promotional sounding words
• Set your headline in bold type

Length and layout 

• Ideally no more than one side of A4 long (approx 300 words, max 500). Never more than two pages. State clearly the number of pages, e.g. 1 of 2.
• Double or 1.5 line spacing
• Don't use subheads within the main body of text
• Use spaced paragraphs to separate key pieces of information rather than write in long blocks of text
• Don't split a paragraph over to the next page
• Use bullet points to separate key facts
• Put the most important information and quotations first. Don't write a beginning, middle and end. Editors cut from the end
• Let the journalist know where the release finishes by inserting ' - ends - ' in the middle of a fresh line
• A decent page margin allows the journalist to scribble notes
• Using SCONUL letterhead, clearly label the front sheet as a press release along the top.
• Text should usually be 12 point with headlines in 14 or 16 point. For SCONUL press releases use Gill Sans or Gills Sans MT if possible – if not, use another sans serif face like Arial. Avoid Times New Roman which looks weak except in the very small sizes it was designed for.
• Always date the release (even better - the date when the journalist will receive it).

Contact 

• Skip a line or two after ' - ends - ' and list the name, title, phone number, email and website of your company spokesperson (the person with the most information)
• Your spokesperson should be fully briefed and easily contacted - even outside normal office hours when a journalist might be working to a deadline
• Don't release anything to the media if your contact is about to go away
• Respond quickly to journalists who ask for more information: their deadlines are often very short.

Notes to editors / background 

• Put any supplementary information about the topic, organisation, etc at the end of the release, with the subheading Notes to editors and using bullets or numbered points
• Additional background information is not compulsory. Include only if directly relevant. If journalists wish to work up into a large feature, they will ask for more information.

Final text checks 

• Have you answered the Who, What, Why, When, Where, How?
• Read it over - a number of times - and reduce the word count further
• Check for proper grammar, spelling (including people's names), punctuation: check (proof-read) several times, involving two people at least
• Get someone else to check it through before you send it. Does the headline draw them in?

Pictures 

• Publications often like pictures, so pictures are well worth considering
• Visuals may include action photos, logos, graphs, charts, illustrations - and may be more interesting than talking heads or screen shots
• Credit the photographer and name any people in the photo
• If dealing in digital photos - ensure suitable resolution for print, checking with the journalist if necessary. Downloading graphics from the web is not usually feasible.
• If prints, don't write on the back of the photo itself, as this will show through. Instead, write all the details (including contact) on a label and stick it to the back of the photo.
• If you can't afford to send prints to all in the initial mailing, stress in the Notes to editors that pictures are available on request from the contact.

Timing 

• The news has to be timely when appears in print, not just when the release is issued. Monthly publications often go to press six weeks prior to publication date. Some publications may even work four months ahead. Make sure you know what the copy deadline is. This is often listed on the publication's website - or ask them!
• Be aware of the print / web mix. Managing Information, for example, may use a release immediately on its web version. Don't assume you have six weeks grace!
• In certain circumstances, you can issue a release headed 'Embargoed until (date)', for example when planning to announce a winner at an award ceremony and you don't want their name to be revealed in publications beforehand. But use embargoes sparingly and only where genuinely required, to avoid frustrating journalists.
• Avoid the day journalists are going to print.
• Liaise with colleagues before issuing a release - staggering releases will have more impact and avoid any mixed messages. Alternatively, two related stories may have more impact if woven together in one release.

Targeting and distribution 

• Update your website with the release before distribution
• Carefully identify the publication(s) you're targeting - who are the readers? Get in touch only with editors who write about your industry or topic. Look at an issue or two to see what sort of news the publication covers.
• Consider contacting specialist publications, as well as the more obvious ones. Consult Willings Press Guide, Pims, etc (readily available in most reference libraries) for details.
• Send the release to the relevant person so ensure you have a current contact name. If in doubt, phone to ask. (Again, numbers will be in Willings etc or online.)
• Find out how each publication prefers to receive releases - post, email, or fax?
• If electronic distribution: write the release within the body of the email, not as an attachment. Use minimal formatting, as it may be received as gibberish.
• Think twice before following up. You may annoy a busy editor by making a second contact to ask if they got your press release.

Send your release to Library / higher education media (liaise with SCONUL Secretariat for details.  Always check the list is up to date.) Specialist topic or region-specific media as appropriate (e.g. disability press). Editor of SCONUL newsletter Lis-sconul General LIS lists as appropriate, e.g. lis-link, CILIP, UCISA

 

Prepared by Karen Bedwell, September 2003