European Social Fund in England

Press releases

1. Writing styles can vary, but a useful guide is:

• The headline should be concise, eye-catching and, where possible, regional or local. Remember, news editors are usually attracted by the headline.
• The headline could be a key message (jobs and money are always popular) or a good soundbite from an MP, councillor or other key dignitary.
• The introduction should reflect the main point of the story and have a regional or local flavour. Keep it short and say what you mean.
• The next couple of paragraphs should give the detail of the story and be written in an easy to read style.
• A quote (which is usually required) should start in the third or fourth paragraph to ensure it makes the first page of the press release. Again, keep quotes to between two and four paragraphs at the most.
• Fill in the rest of the release with further important detail, but keep the main release to two pages at the most.
• A 'Notes to Editors' section should be used to include background details, such as what Objective 3 is all about, including regional facts and figures, and any contact numbers.
• The release should have a 'sign off' or 'contact' line, indicating who it is from.
• Remember, anyone quoted in a press notice should be prepared to take follow-up calls from the media, including requests for interviews by television or radio.

2. Once the release has been written:

• Check it over with anyone quoted or directly involved to make sure they are happy with it.
• Make sure you know who you are sending it to. Don't miss out on any important media in your area:
  • regional morning and evening papers
  • weeklies
  • free newspapers
  • business magazines
  • specialist trade press
  • TV and radio

3. After the release has gone out:

Let your key news editors know by phone or email that you have sent it out. (Newsroom faxes have a habit of going missing!)

Remember: badly written and poorly targeted regional releases waste the time of the media and reflect badly on those responsible.