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PRCA Writing Effective Press Releases
The document provides guidelines on writing effective press releases, emphasizing the importance of including key facts, quotes, and contact details while adhering to a concise format. It outlines the traditional structure, formatting tips, and strategies for distribution to ensure the press release captures journalists' attention. Additionally, it suggests employing clear and simple language, avoiding unnecessary complexity, and organizing content effectively for better engagement.
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PRCA Writing Effective Press Releases
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- 2. Writing Effective PressReleases The so-what test Journalists are like magpies drawn to the shiniest object in their field of vision. The Eichmann Show
- 3. Writing Effective PressReleases The so-what test Human interest Charity involvement Celebrity endorsement Jobs & offices New products & innovations
- 4. Writing Effective PressReleases The so-what test Expert comment Events & journalist visits Pegs & hooks Statistics & surveys
- 5. REAL STORIES ONLY NOPUFF PIECES Writing Effective Press Releases The so-what test
- 6. Every press releasemust 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 Releases The ingredients of a perfect press release
- 7. Every press releaseshould be: • Two pages maximum • A clear font with 1.5 line spacing • Written in third person • In grammatical & simple language Writing Effective Press Releases The ingredients of a perfect press release
- 8. Traditional format − Pressrelease + 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 Releases The ingredients of a perfect press release
- 9. Writing tips • Imagineyou 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 Releases The ingredients of a perfect press release
- 10. 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 Releases Pitching your story
- 11. Writing Effective PressReleases About Rough House Media
- 12. Writing Effective PressReleases Contact Rough House Media 020 8332 6200 info@roughhouse.co.uk roughhousemedia.co.uk twitter.co.uk/roughhouse01 52 Park Hill Richmond Surrey TW10 6HE