Press Releases – Do’s and Don’ts

Press Releases – Do’s and Don’ts TF-PR September 2005 – Estonia Joint Information Systems Committee Supporting education and research

Robert Haymon-Collins JISC Head of Communications & Marketing

JISC and PR • History of ‘invisibility’ • Corporate nervousness of press and journalists • Expectation that journalists would get it wrong • Practice of waiting to be contacted • Belief that what we do is ‘too difficult’ for journalists but • Change forced upon us • Competitive environment • Desire to demonstrate impact and value

Chief Executve Head of Outreach Head of Comms & Marketing Partnership Manager Comms Manager PR Manager Production Manager Comms Manager Comms Coordinator Events Coordinator Comms Officer Web Devtt Web Editor Design & Print Coordinator Comms Officer PR Within JISC

Initial Problems • Unrealistic expectations • Fear of journalists • Slowness to respond • Poor appreciation of newsworthiness • ‘That’s not quite right’

The Basics (1) • Before starting: • Is the information newsworthy? • Is there enough substance to interest a journalist? • How do you expect readers to relate to the information? • General release or target journalists?

The Basics (2) • Make an Impact • First 10-20 words are most the important • Put the interesting facts here • Tell your audience that this information is for them and why they should read it • Keep it Short • Short and to the point • Not too many adjectives • One size of A4 – aids reading and faxing

The Basics (3) • Stick to the Facts • Keep it Simple • Maximise white space between paragraphs • Use bullet points to separate key facts • Highlight key information in bold • Keep internal information to an absolute minimum

The Basics (4) • Quotes • Use good, short relevant quotes • They help personalise the release • Notes for Editors • A section at the foot of the release • Gives basic information about the key players in the subject of the release • Typically about the organisation, funders, sponsors etc

The Basics (5) • Essential Information • Name of the organisation with contact details • Date, time, place and purpose of the release • Name and contract details for people available for interview • Supplementary information in the Notes for Editors • Final Checklist • Who is involved in the event/story? • What is going to happen? • Where is it happening? • When will it happen? • Have contact names and numbers been included?

What the Experts Expect • Do’s and Don’ts from The Times Education Supplement • Targeted by 3000 UK institutions and organisations for learning and skills • The key journalists receives around 300 emails per day • If spends 30 seconds on each – takes 2.5 hours per day • To respond to them would double that • On average can afford 1 hour for emails • So each email has 10-12 seconds to sell its story

What the Experts Expect DON’T • Don’t end releases as email attachments without concise and clear explanations under the address • Don’t say ‘interesting story’/’story attached’\ and expect them to search for it • Don’t rely on the emails – use the phone as well • Don’t expect coverage from a blanket release • Don’t send information after the event has happened • Don’t send loads of photos – exceptional shots sometimes make it, other wise they use their own photographers • Don’t send releases unless they are genuinely outstanding or ground breaking • Don’t ‘expect’ an reply to emails, calls, letters – chase them up • Don’t offer anything but an exclusive

What the Experts Expect DO • Write a compelling news intro as a news journalist will, that will appear in the email preview box – max 40 words • Give early notice of events and show how they relate to wider issues – diaries are often full two weeks in advance • Follow up emails with calls to journalists • Get to know the journalist – send emails, letters and calls only to named journalists • Write and target releases in a way that addresses the specific interests of the newspaper • Inform in advance of any picture opportunities • The golden rule – establish personal contact

Some Success

Reinforcement • Feeding back press coverage • Working with programme managers, services and others to search out stories, plan announcements, etc. • Timely responses – announcements, letters • Images, testimonials, case studies • Media training – register of experts • Freelance journalists - Inform and web site

Continuing Challenges • Pockets of resistance • Uneven coverage • Capacity • Unrealistic expectations • Services • Strategic concerns

Work Groups Preparing a Press Release

Crisis Press Release • Your National Network has been down for 6 hours • National press is demanding information and explanations • Prepare a short press release • Four groups to come back after coffee to: • Share draft releases • Highlight problems in developing a release

TF PR – Tartu. September 2005

Press Releases – Do’s and Don’ts