Writing a news release

Principles

1. Writing a News (or Press) Release need not be difficult.
2. Its purpose is to attract the attention of the media and gain publicity. Plan with that in mind.
3. Read the papers, listen to the radio, watch television and think about how the media presents what you see and hear. Your News Release has to strike a chord with those who work in the media world if it is to succeed.
4. Gather all the facts and make sure you know what your story line is. You should be able to sum it up in two sentences.
5. Then ask: * What is the target audience for this story? Is it people in the pew, other churches, people generally, politicians or opinion formers? * Which medium will best reach this target audience? Radio, television, press, local or national, church press, all of them, some of them? * What creates interest? Am I talking about some combination of well-known people and unusual events?
6. The better known the person, the more newsworthy the story will be. But unknown people get into the news by doing unusual things. Human interest, suspense and controversy all create “news.”
7. Keep your Release short and to the point. Lead with the main fact or statement and present it in the most interesting way.
8. Give your story punch by using simple language and short paragraphs. Don’t use theological or “in” phrases.

The nuts and bolts

1. A Release should read like a news story, not a letter or a report. A news story demands five facts: Who? What? Where? When? Why?
2. Write in very short paragraphs. Tabloid papers often use single sentence paragraphs.
3. The first paragraph, your opening statement, is vital. Include as many of the “five Ws” as possible.
4. Interest created in the first paragraph must be retained throughout the story. So use your imagination as you develop the facts.
5. Highlight the significance of the opening statement in the second paragraph. The third should then contain detailed information – facts and figures.
6. Expand on the information and comment on the implications in subsequent paragraphs.
7. Lay out the facts in paragraphs in order of importance. The news release will be cut from the bottom and the story should stand up wherever the cut comes.
8. Use a quote. This makes the story come alive by expressing personality or strong opinion.
9. Choose a simple headline that sums up the main point of the story. Leave the clever stuff to the sub-editors.
10. Type your release neatly using double line spacing with a wide margin either side to allow the sub-editor to make notes. At the bottom of the last paragraph type “ENDS”.
11. If posting rather than emailing use standard A4 paper. In either format, make sure the name of the church or organisation is clearly printed at the top of the first page. At the end, always give details of a contact person with telephone numbers for office/home/mobile.
12. Type “NEWS RELEASE” at the top, in large bold letters, Add the date and indicate when the information can be published – “For immediate use”.
13. Only use an embargo (an instruction not to publish before a specified time and date) when really necessary. The words “Embargoed until (time and date) should then be typed at the top of all pages.
14. Keep your News Release short to avoid the fast trip to the waste paper bin or delete key. Always try to keep your News Release on one page or one screen-ful. News editors receive hundreds of News Releases every week.
15. Support your release with a longer information sheet or briefing notes (Notes for Editors) if you have a lot to say.
16. Be available for a phone call or a visit from a reporter when you have sent your news release. They will want to give your Release an angle of their own. Think out in advance what further information you are willing to disclose.
17. In the case of your local press, follow up with a phone call if they fail to contact you. If your Release cannot be used, be clear you know why. Do not be confrontational about them. A press release is a tool to persuade them to use your story, they are not obliged to use it.

Sample News Release

The Parish Church of St Peter
Parish Office, Hayle Street, Tutshill, Birmingham, BR8 3TF
Telephone 0121 743 9785

News Release

18 December 2006 FOR IMMEDIATE USE

VICAR IN CARDBOARD BOX RAISES MONEY FOR HOMELESS

The Revd George Johnson will swap his bed for a cardboard box throughout
January to raise money for the homeless.

Mr Johnson, 46, hopes his 31 nights in a cardboard box outside St. Peter's Church,
Tutshill, where he is Vicar, will draw attention to Birmingham's homeless people.

This vigil will begin at 8.00pm on Monday 1st January 2007 when Mr Johnson climbs into his box with a copy of the Bible and a candle.

Through his efforts he hopes to raise at least 4,000 towards Birmingham's target
of 500,000 pounds for the Churches Homes for the Homeless (CHH).

CHH, launched by Churches Together in Birmingham in June 1990, supports
practical housing projects throughout the city.

Mr Johnson said: "My discomfort will end on 31st January. I can only hope that the
£4,000 we raise will go a small way towards the Churches Homes for the Homeless goal of providing shelter for those who have no other choice but to sleep on the streets".

ENDS

For further information contact:
The Revd George Johnson, telephone, 0121 743 9785 or
Mrs Celia Barker, Churches Homes for the Homeless, telephone, 0121 743 8430