The Press Release What the Media Want to Know About You

1. The Press ReleaseWhat the Media Want to Know About You Social Media | Social Action for Good Governance

2. Why Do You Need the Media? • The media is your loudspeaker. To the country, the region, beyond. • In addition to visibility, the media can find you: • New donors • New volunteers • New partners • You may need the media to send a specific message to a specific group, or stakeholders. • If no one knows about what you are doing, you may as well not do it at all!

3. What is NEWS? Etymology and Meaning - Something new North East West and South Newsworthiness: relevant & timely Comprehensive (The truth, the whole truth)

4. The Journalist – Who is S/He? • Freelancers – their editors will assign them important pieces • Staff reporters – don’t need to run after story • Journalists are just like all of us -will not put more effort than necessary, unless they have good reason • Chances that your story will make it to a newspaper are very slim – unless you serve it on a silver platter… with a PRESS RELEASE

5. Know who to reach out to: Chief Editor? Editor? Reporter? Anchor? Producer? Public relations? Director? Publisher/Owner?

6. Structure of Press Release LEAD: What is the most important outcome of what happened? 5 Ws: Who? What? Where? When? Why? Second Lead: Adds to the information. Context: Explains why that is important, relevant and timely. Quote: Says who? Accuracy. Research: Gives credibility, substantiates your argument & cause. Background: use this to show how you and your partners, or your work are important and special. Contact Headline Kicker

7. THE LEAD"If it bleeds, it leads!" It should tell the outcome of your activity, the results! Who? What? When? Where? Why? “Around 300 youths participated on Friday in a clean-up day organized by the Irbid Environment Society in Taybeh to help alleviate the problem of pollution.” Around 30 words. Keep it clear, simple and straight-forward.

8. Second Lead: “Wearing yellow vests with the writing: “Stop Littering!” and holding black trash bags, students from over 10 private and public schools in Taybeh spent the day picking up rubbish from side-walks and public areas.”

9. The All-Important Context: “The Mayor acknowledged that garbage has become an increasingly worrisome problem in Taybeh, where many residents have complained of growing population of rodents, which local health officials say are a threat to public health.” • Support it with research. Research makes your press release accurate, relevant, interesting, credible.

10. Quotes: • Give credibility to the press release. • No story ever has one side! Quotes should come from multiple sources. • Offer the meat, not only the garnish.

11. Headlines & Kickers: DEVELOPMENT MINISTER VISITS WOMEN’S GROUPS Minister stresses need to increase women’s participation in workforce PUBLIC TRANSPORT KEY TO WOMEN’S EMPLOYMENT – DEVELOPMENT MINISTER Women’s groups release survey on employment gender gaps

12. Accuracy • Objectivity • Clarity • Interesting (research) • Relevant (research) • Provide contact information • Provide information • Brevity Qualities of a Press Release:

13. Types of Press Release: • The Curtain Raiser • Straight-forward News Report • The Wrap-Up • Feature (human angle, in-depth) • Success Story

14. Use your headed paper • Branding Requirements • Approval Requirements • Don’t forget dates, contact details, numbers • Distribution List • Distribution Methods (and Checks!) • Time your press release Other Important Press Release Facts:

15. Thank You! (Or you can just ask UstadhAwad)