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PR Toolkit

Writing a press release

A press release is used to communicate information to the press.

It is an efficient yet inexpensive PR tool but needs to be written in a form capable of catching the eye of an impatient news editor.

Think carefully about:

• What you want to say
• Your audiences
• The media to whom you are sending your release

Ten Golden Rules

The Ten Golden Rules represent the priorities to bear in mind when putting together a press release.

• Always put the date at the top
• Start with a good, strong headline, supported by the key point in the first paragraph
• Place your organisation's name prominently in the opening section
• Demonstrate that the story is of local importance
• Give a brief indication of the thinking behind your story
• Provide information on the time-scale of the news story
• Include an editor's note, with any basic information such as background statistics and facts so that the journalist has all the material they need
• Provide a contact name and ensure this person is capable of taking calls and providing further information
• Support the name with a telephone, fax number, website and e-mail address if appropriate
• ABOVE ALL keep it short, informative and interesting - remember 90% of press releases often end up in the bin!

A sample press release

(Be innovative. Think of a title and as with the case study - use it to tell your story!)

CHARTER MARK - PUTTING THE SMILE INTO CUSTOMER SERVICE

Trampoline classes and pupil power are not the first things that spring to mind when considering a Government scheme for customer service. Yet initiatives like these have helped two public sector organisations to achieve the coveted Charter Mark standard.

(Consider using examples of Charter Mark achievers to tell the story and add human interest.)

Initiatives such as the 'Hand in Hand' Trampoline club have successfully helped Cambridge City Council's Sports Development Team to gain a Charter Mark. The team helps children with disabilities to take part in sport. Children like Amy Figura are bouncing in confidence thanks to such customer friendly programmes.

Lord Macdonald, Minister for the Cabinet Office commented,

'So many people benefit from the work of Charter Mark winning organisations. Over 50,000 children attend Charter Mark schools, 5,000 firemen work in Charter Mark accredited stations and 20,000 students attend Charter Mark colleges and universities. But it goes further than this; parents, teachers, tax payers and entire communities are all beneficiaries of improved customer service.'

One organisation meeting all these standards is Linden Lodge School, which caters for 80 blind and visually impaired children. It has been awarded a Charter Mark for its initiatives to empower, inform and involve pupils in decision making, giving them a real voice and say in what happens to the school.

(Use your customers to speak for you - raising the credibility of what you wish to say!)

One such ambassador is Roger Legate from Linden Lodge School in Southwest London.

'Charter Mark gave the whole school a strategic direction to work towards and brought staff, parents and children closer together. Charter Mark reflects the culture of our school - improvement in customer care for the benefit of our children.'

Notes to editors

• To win a Charter Mark, organisations must demonstrate that they meet six criteria:

- Set standards of service and perform well - Be actively engaged with your users, partners and staff - Be fair and accessible to all and promote choice - Continuously develop and improve - Use resources effectively and imaginatively - Contribute to enhancing opportunity and equality of life in the communities you serve

• Any public service providing a service direct to the public, which manages its own staff and budget can apply for a Charter Mark. Voluntary organisations who receive more than 10% of their income from public funding and also commercial organisations which are sub-contractors to the public sector can also apply for Charter Mark