Resources for Young Entrepreneurs
Press releases
Why a Press Release?
To obtain free press coverage to communicate with customers
Uses:
- New product
- New image
- Something giving you an edge over competitors
Contents:
- Letterheaded paper
- State clearly
Press Release:
- Contact name and number/email/web for further info
- Title/Headline to identify story
- Use double spacing and wide margins
- A4 standard convention (leaves room for editor to make changes)
- Ensure it follows a logical sequence and is editorially tight.
- A paragraph no longer than 50 words. Precise and to the point.
- Clearly state cont’d if more than one side
- Do not delay (Embargo) publication
- Use quotations only genuine quote from someone involved in the story
- Clearly write END at bottom
Style:
- 1st paragraph most important – grabs attention and excited interest
- If appropriate address release to direct to reader ‘We want you to know….’
- Assume readers knows nothing about subject avoid jargon
- Keep language simple
- Spelling, punctuation i.e. full-stops etc.
- Keep copy consistent – P.Y.B.T. DTI
- Do not underline
Photographs:
- Press photographer more likely to be used
- Newspapers – black/white glossy prints
- Magazines – colour transparencies
- Attach caption to photograph describing event plus contact name and details
Target media:
- Local press feature local business stories and often have business sections
- Regional business publications – monthly/quarterly
- Free press – run features on local companies
- Trade publications – market sector info
- National Press – specialist business sections
Tips:
- Tailor press release to individual media
- Write in a style you feel comfortable with
- Write in the shoes of a journalist
- Read other work to understand whet gets published
- Write the release so it still makes sense if the editor deletes paragraphs from bottom
- Always chase up to see if editor is planning to run the release. If not find out why for future attempts
Why a Press Release?
·To obtain free press coverage to communicate with customers
Uses:
· New product
· New image
· Something giving you an edge over competitors
Contents:
· Letterheaded paper
· State clearly
Press Release:
· Contact name and number/email/web for further info
· Title/Headline to identify story
· Use double spacing and wide margins
· A4 standard convention (leaves room for editor to make changes)
· Ensure it follows a logical sequence and is editorially tight.
· A paragraph no longer than 50 words. Precise and to the point.
· Clearly state cont’d if more than one side
· Do not delay (Embargo) publication
· Use quotations only genuine quote from someone involved in the story
· Clearly write END at bottom
Style:
· 1st paragraph most important – grabs attention and excited interest
· If appropriate address release to direct to reader ‘We want you to know….’
· Assume readers knows nothing about subject avoid jargon
· Keep language simple
· Spelling, punctuation i.e. full-stops etc.
· Keep copy consistent – P.Y.B.T. DTI
· Do not underline
Photographs:
· Press photographer more likely to be used
· Newspapers – black/white glossy prints
· Magazines – colour transparencies
· Attach caption to photograph describing event plus contact name and details
Target media:
· Local press feature local business stories and often have business sections
· Regional business publications – monthly/quarterly
· Free press – run features on local companies
· Trade publications – market sector info
· National Press – specialist business sections
Tips:
· Tailor press release to individual media
· Write in a style you feel comfortable with
· Write in the shoes of a journalist
· Read other work to understand whet gets published
· Write the release so it still makes sense if the editor deletes paragraphs from bottom
· Always chase up to see if editor is planning to run the release. If not find out why for future attempts
