How to write a press release

What are they?

Once you have decided that you have something of importance and interest to say - examples could be the launch of a new public health project at your branch or campaigning success - a press statement can be written simply.

Press releases are used to announce an event, an interesting piece of information or research, or a response to an event.

The Layout

The Layout “PRESS RELEASE” should appear at the top

Date: Either “For Immediate Release: [Date]” or “Embargoed Until [Date]” if you do not want them to use the information until a certain date.

Title – should be informative but no puns/clichés. In capital letters. It should also sum up what’s happening in simple terms.

1st sentence should be no longer than about 20 words. It should also spell out all key information.

Stress the local angle or any other relevant features. For example, if you are targeting a local paper – ‘Medical students at the University of Manchester are to give primary school children in Wythenshawe lessons in health and hygiene.’

Include all relevant information, e.g. for an event: date, time, place, names etc.

Try and minimise the length of paragraphs and sentences Include quotes from relevant spokespeople e.g. Joe Bloggs, President of Manchester’s Medsin group said: “The children in Manchester really smell and we thought it was time they learnt how to operate taps properly.”

Obviously, you don’t want to say anything quite as inflammatory as that – it might get you lynched – but you want a quote to say something interesting or different.

Include contact information. Ideally, include email addresses but also phone numbers, preferably mobile phone numbers. This minimises the effort the journalist needs to write the story and also helps them to keep to deadlines.

Include editorial notes if relevant. These are generally used to provide background information for the journalist that will help them write the article. For example, many journalists may not know what Medsin is so you can cut and paste from Section 1.2 Brief History of Medsin into the editorial notes. It can also be useful to very selectively include links to websites e.g. www.medsin.org or local branch website.

End the press release by telling them it is ending. “ENDS …/” is traditional

Content

Every press release should answer the questions who?, what?, when?, where? and why? as near to the beginning of the press release as possible, preferably in the first paragraph.

If a journalist cannot answer these questions in a story, then it is unlikely to appear. If a release does not contain the answers, it is not doing its job.

This is an example of an opening paragraph:

'Medsin projects, the Global Health Advocacy Project (GHAP) and Crossing Borders have today (insert date) written to their MP (name and constituency) protesting against the recent government decision to deny undocumented asylum seekers free access to primary health care. They want the MP to raise the issue in Parliament.'

The second paragraph should contain details to expand on the opening paragraph. In this above example, details of the decision to deny primary health care and what that means for those involved.

A quote from a named person can help in a press statement. It demonstrates that there is someone within the project, campaign or branch who is willing to be named, to be interviewed and has something to say. Make sure that the named person or someone else who knows all about the background, will be available to talk to the media when the press release is received by them. Do not fall into the trap of thinking the job is finished once the release has been issued - you need to be available to answer any questions the journalist might have, or to fulfil requests for broadcasts interviews.

Keep the press release as short as possible - three or four paragraphs on one side of A4 paper is ideal. Use simple language free from jargon. If you use initials explain what they stand for first time they appear in the release e.g. IFMSA (International Federation of Medical Students' Associations). There are a few exceptions to this rule of explaining initials - GP and NHS are terms that are understood by virtually everyone.

If you should have to continue your press release on a second sheet of A4 paper, put "more follows" (or simply "mf") at the bottom centre of page 1. When you finish your release put the word "ends" at the bottom centre of your final page. Do not split paragraphs or sentences between pages.

There are times when you need to put in more background to set the story in context. A Note to Editors at the foot of your press release (after "ends") is a useful device for providing this).

For example:

Note to Editors: Medsin is a network of students with an interest in health, there are branches at universities across the UK. Medsin's activities aim to promote health as well as to act upon and educate students about health inequalities in our local and global communities.

Contact Details

The best press release in the world will fail to attract publicity if there are no contact names, email addresses or mobile numbers on it. The media always want to use first names as well as surnames and titles, so provide them. Put the contact details at the top of the release, before the title. The title should ideally be eye catching and reflect the content of the story. Don't, however, waste a lot of time seeking the perfect headline as sub editors like to make up their own, so you creation is unlikely to appear in newspaper print.

Most journalists planning to use your story will ring you up to get more information. This is a sign you have been successful in capturing their interest. Reporters always want to make a story their own, so will ask for additional quotes or information to make their copy different from that of their competitors.

Other things to note

"PRESS RELEASE" should appear at the top.
Date: Either "For Immediate Release: [Date]" or "Embargoed Until [Date]" if you do not want them to use the information until a certain date.
Try to minimise the length of paragraphs and sentences.
Stress the local angle!

Timing

Make sure you issue your press release in plenty of time. Journalists should have it at least 24 hours before the embargo time. You have to allow for potential delays in the distribution system. It is often worth phoning up to check that the press release has been received.

Who to send to

This is basically up to you! You may want to try student newspapers (including the student BMA news), local newspapers, local radio stations and sometimes even local TV stations. If you are having a joint event between a number of branches or a national project/campaign event, then you may want to contact the national newspapers - they all have websites which give out email addresses for their newsdesks.

If in doubt who to contact, ask your University Press Office for some advice.

Features

Features are different from the news. Features aren't dependent on something being 'new', but if you can relate your project, campaign or event to current affairs or public concern then it does help your chances of making it to publication.

The studentBMJ and student BMA news have good scope for features about your projects and campaigns. You should remember to keep the editors of the studentBMJ abreast of the latest events - they can commission someone to write about it. The email address is studenteditor@bmj.com.

Alternatively, why not write about your event, project or campaign on The Lancet Student blog

Summary

A press release should tell journalists what, why, when, where and who.
Keep the language simple and statement short.
Give contact names, including first names, and telephone numbers.
Send out the press release in plenty of time.

For more advice on writing press releases, contact Jonny or Kiri.

Acknowledgements:

BMA Handbook for Public Affairs

Last updated on Thursday 23 October 2008 at 18:36.