Writing press release, how to write press release

How to write press release

1. Writing and Using Press Releases
Barbara Gastel, MD, MPH
Texas A&M University
Health Reporting Workshop for Health Professionals
and Journalists
Accra, Ghana, November 2011

2. •Definition
•Advantages
•An example
•Tips for
–Preparing
–Disseminating
–Using
•Discussion: putting it into practice
Overview: Writing and Using
Press Releases

3. Press Releases
•Also called news releases
•Newspaper-style stories disseminated to
journalists (and sometimes others) by groups
with news or other information they want to
convey to broader audiences
•Sometimes published as is (especially by
smaller media)
•Often starting points for stories in the media

4. Advantages of News Releases
for Those Issuing Them
•Can efficiently disseminate information
simultaneously to many members of the
media
•Can help ensure that coverage is accurate
•Can increase the likelihood that desired
aspects of the subject are emphasized

5. Advantages of News Releases
for Those Receiving Them
•Make it easy to be aware of potentially
newsworthy items
•Can be an efficient source of reliable
information on topics
•Note: News releases are sometimes termed
“information subsidies”.

6. An Example
•“Old drugs find new target for treating brain
tumor”, released by University of California,
San Diego, 18 November 2011
•Identified through EurekAlert! (
http://www.eurekalert.org/ )—a good source
of examples of news releases

7. Advice: Writing a News Release
•Have the release resemble a newspaper story.
•Keep the release relatively short.
•Include an informative headline.
•Provide a release date.
•List one or more contact people.
•Present the main point immediately; then
provide details. (Use “inverted pyramid
format”.)

8. Writing a News Release (continued)
•If you are trying to promote your institution,
mention it early (and perhaps repeatedly) in
the article.
•Remember to include the 5 Ws and an H.
•Include some quotes. Ideally, place at least
one of them early in the release.
•Write the release in simple, readable
language.
•Do not exaggerate.

9. Writing a News Release (cont)
•Consider providing (or offering access to)
–Photos
–Other graphics
–Video clips
–Audio clips

10. Disseminating a News Release
•Issue a news release only if the subject seems
truly newsworthy.
•Try to schedule the release for a time when
little else is happening in the news.
•Make the news release available through
reporters’ preferred channels (for example, by
e-mail and online).
(more)

11. Disseminating Releases (cont)
•Consider posting the news release on both
your website and one or more central sites
used by reporters.
•Perhaps alert reporters who seem especially
likely to be interested.
•Make sure that the contact person(s) and
others whom reporters might well want to
contact are available.
•Monitor use of the release.

12. Using News Releases:
Guidance for Reporters
•Regularly check websites that often contain
news releases of interest.
•Sign up for media lists of institutions often
issuing news releases of interest.
•Double-check information from news releases.
•Don’t base all stories on news releases. Also
show initiative in coming up with story ideas.
(Not everything important has a release.)

13. Using News Releases (cont)
•In general, use news releases only as starting
points.
–Consider what is missing—and obtain it. For
example, provide broader context.
–If the news release is based on a journal article,
obtain and read the journal article.
–Do interviews, including with outside experts.
–Consider using news releases as starting points for
stories on broader topics or trends.

14. Discussion: Putting It Into Practice
•General questions, comments, and
suggestions
•Your experience writing or using news
releases; suggestions based on that
experience
•Things you might do differently in the future

15. Thank you!