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GOOD PRESS RELEASES
From The reps Handbook Online - http://reps-handbook.mag-uk.org
News editor's desks are piled high with press releases.
Some contain news of real value. Others are appalling public relations garbage.
Don't add to the pile unless you really believe your story is likely to survive the early morning shake-up that diverts most press releases to the bin.
Your media performance should be judged on the quantity of material that is published. not on the quantity that is sent in.
Make sure your story is newsworthy or you could alienate reporters.
If a MAG Action Document uses a press release, it is newsworthy.
KEEP IT BRIEF AND PRESENT IT CLEANLY
TELL THEM WHAT THEY NEED TO KNOW IN THE FIRST PARAGRAPH
Every release should begin with the 5 Ws:
WHAT is happening
WHO is doing it
WHERE it is happening
WHEN it is happening
WHY it is happening
Thus the first paragraph might read as follows:
The Motorcycle Action Group (MAG) - WHO
will dump 10.000 crash helmets - WHAT
on the doorstep of Pentonville Prison - WHERE
tomorrow morning (Saturday) - WHEN
MAG say the Helmet law is unjust and should be repealed - WHY
The remainder of the press release will give the details, and a suitable quote from the campaign.
What Does A Press Release Look Like?
Journalists can tell at a glance if a release is going to help them or not.
It should give a confident easy to read impression and provide the certain basic information in addition to the text of the release.
Building a relationship with journalists is an important key why not just drop them a line with your details for reference when they are looking for a story or comment on motorcycling.
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