Press releases

Be sure to issue press releases at all key stages of your campaign, but remember that only a small proportion of press releases ever get published. The purpose of a press release is to give journalists the facts about an issue and enable them to get more details where necessary. The following points are worth remembering when preparing a press release:

• Keep it short - one side of A4 if possible

• Date it at the top so that it is easy to see that this is a current issue

• Have a short, eye-catching headline

• Keep the information simple (and in a style to suit the publication)

• Have a short first paragraph - just two or three sentences summarising the entire message. Remember that sub-editors cut from the bottom

• Avoid jargon

• If you are using quotes, try to ensure they are from and named and if possible, senior individual. Make sure that person is available for comment and fully briefed.

• Put your contact details at the bottom - be sure to include a mobile phone number as journalists may want to contact you outside office hours.

• Proof it, and get someone else to proof it too, before you issue it - mistakes are unnecessary and could cast doubt over the credibility of your campaign in some way.