Thanks to everyone who has commented, tweeted and emailed with their advice on writing the perfect press release – from the journalist’s point of view.
We’re doing this to create a guide for PRs, press officers and other communications professionals with no nonsense tips from those receiving the releases.
What’s been interesting from the responses so far is the degree of consensus regarding what should and shouldn’t be included.
I’d like to get your views on the following specifics too:
- What information should the headline of the release contain?
- Are summaries required or useful?
- What is the optimum length for the whole release and for individual paragraphs?
- Is including case studies useful?
- Should images be supplied or on request?
Leave a comment below, email me (laura [at] journalism.co.uk) or send a message to @journalismnews.
* What information should the headline of the release contain?
The headline should clearly contain the *value* of the press release to the reader. It should *not* contain the name of the issuing organization (e.g. “NPR announces new special initiative” – Obviously it’s NPR – they’re sending the press release).
* Are summaries required or useful?
Yes. Lists are great too. Summaries of the organization’s history or relevance are not required. A single line to tell us who you are is enough.
* What is the optimum length for the whole release and for individual paragraphs?
250 words is enough to say everything. Add a link to a longer post if there are specific details that need to be added.
* Is including case studies useful?
If it’s brief, sure. Link to a more thorough account.
* Should images be supplied or on request?
Add a link to an online image gallery. Do not include.
Cheers – hope I was helpful!
Matt
Social Media Manager
National Film Board of Canada
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