The document provides guidance on preparing press releases. It defines a press release, explains why they are needed, and when to prepare one. Key details include making the release read like a news article by emphasizing importance and including a clear headline, lead, and professional format. The document also outlines the typical sections of a press release, such as the headline, location, key summary, body, and press contact. It stresses establishing the facts of who, what, where, when, why and verifying the information before distribution to ensure newsworthiness and relevance for the target audience.

1. Preparing Press Releases

2. What’s a press release?
A written summary or update to make the media aware of your activities.

3. Why do you need a press release?
Announce your event.
Tell why your event is news.
Show your perspective.
Increase visibility.
Remind people of what your group does.
Highlight a report.

4. When should you prepare a press release?
News of upcoming events
Report of recent events
Reports of changes
Reports of awards
General announcements

5. How do you prepare a press release?
Make it read like a news article
Emphasize importance
Make clear headline and lead
Make it look professional
Follow guidelines

6. Press Release examples - Discuss
•Dior
•LVMH
•Link-
https://drive.google.com/drive/folders/1NtmO3WebRjg7GjptplTmxUaUxZc1A8Gc?usp=sharing

7. Types of Press Release
1. Event press release – To make general public learn about an event
2. Product press release – Include product specs, Emphasis on timelines
3. New hire press release - includes biographical information about the new hire, a picture
4. New business press release
5. Partnership press release
6. Award press release
7. Expert position- To build up an individual’s or brand’s credibility in a particular field

9. Process
•Establish the facts: Who + What+ Where + When+ Why
•Verify the information
•Secure permission from boss for using data in press
•Choose the media
•Get your press release out to the media

10. Process- Prepare
Format (A4)
Headline
Location
Key Summary
Body
Boilerplate/ About us
Press contact
Main Facts
Details
Quote
Additional Details
Bio

11. Important points
•Is it newsworthy/What is special?
•Who is my audience?
•Which media should receive this?
•What does it mean for readers?
•What cost is involved?
•Are the facts verified?
•Keep the paragraphs short

12. Consider the timing and don't
forget a follow-up.