Writing a press release
Who it’s from – Brand the press release with the Aimhigher logo (and partner logos where relevant) so that the journalist knows whom the information is from.
What is it – Clearly state at the top of the page what type of information is being sent – i.e. news release, photocall notice, event invitation, copy for a feature.
Date – Each press release should be dated for the day it lands on a journalist’s desk.
Headline – A short, catchy title giving a sense of the story in very few words. For an event or photocall clearly state the date, time and location directly below the headline.
Length – As a general rule, the main body of a press release should be no more than two pages, including notes to editors and contact details. A single page would be ideal. Line spacing should be 1.5 or double-spaced and paragraphs should be no more than three sentences where possible. Try to keep sentences short - ideally no longer than two lines each.
Opening paragraph – This should tell the journalist everything they need to know. Consider how you would phrase it if the story were to be cut to just one paragraph. As a general rule, opening paragraphs should contain no more than 50 words and should include the Five-Ws – Who, What, When, Where and Why. You’ll be able to use the rest of the release to elaborate further.
Style – Style should be as concise and punchy as possible and jargon-free. Avoid acronyms where possible or at least write them in full the first time you use them e.g. higher education (HE). Imagine you are writing for someone who knows nothing about the subject matter and think how best to catch their attention. Keep to the facts and avoid subjective judgements.
Quotes – Quotes add colour, explanation or authority to your story. Don’t use quotes to say again in different words what you have already said in the press release – it should support not repeat your key messages. A quote is your chance to use language that really sells your event or activity so ensure they are attributed to a relevant spokesperson who has weight and that you have their approval on the exact wording. Introduce the speaker before starting the quote (e.g. Aimhigher co-ordinator, John Smith said: “xxxxxxxxx”). Keep quotes short and split them where necessary (e.g. Mr Smith continued: “xxxxxxxxxx”). Never include more than two spokespeople in a press release.
Facts & Figures – Journalists love statistics, particularly if they are relevant to their particular area. Wherever possible, use key facts such as participation levels to support your story. Also consider using general facts & figures about higher education when appropriate. Remember to include your website address or the Directgov address in the press release where relevant.
Continuation – When a release is longer than a single page, highlight its continuation by including the words “more” at the bottom of the first page and the word “continued” or “…2/” at the top of the second page. You should also indicate where the main body of the release ends by writing “Ends” below the final sentence.
Contact details – Always include contact details at the end of a press release, including name, phone number and email address. Also give your website address if further information is available there.
Notes to editors – This provides additional information to help the journalist or newsdesk maximise the story, for example the fact that accompanying photography and student success stories are available. Notes to editors should also include a boilerplate – one or two paragraphs that summarise key information about an organisation.
Checking – It is important to check your release before submitting it for internal sign-off. Look out for the following:
• Unnecessary words
• Spelling or grammatical errors
• Contradictions or inconsistencies – particularly if using percentages
• Accuracy of any statistics or numbers quoted
• Accuracy of dates, times and places
• Punctuation
Distribution –Avoid duplication by checking names and addresses. For example, many local radio stations broadcast from the same building and are covered by a single newsdesk. Make sure it’s timely – if you are publicising a forthcoming event, try to send your release out several days in advance but not so early that it gets lost in the pile.
