Many clubs and counties would benefit from writing a Press/Media release to their local press. Here are some tips from Matt Betts, EBU Press & Communications Officer:

Introduction

A press release, news release, media release, or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value.

A press release provides reporters with the basics they need to develop a news story. Press releases can announce a range of news items such as: scheduled events, personal promotions, awards, news products and services, sales, etc.

Essentially a press release is a one or two page, typed document of news or information about your bridge club/county. It’s a mini-article that you prepare and then send to the media (newspaper, radio, television, magazines, etc) for their use. The press release will be used in two ways: background information or it will be used verbatim.

What you need in a Press Release

Contact information: Bridge club/county name; the name of the contact; phone number and email address.

Release Date: When the Press Release can be released (if immediately, simply put: For Immediate Release).

Headline: Quick, snappy headline to get the Editors interest.

Body: The information you want to tell the media about.

For more information: Always add this at the end to help remind media about contact details.

News in the Press Release

It is so important to put news in your Press Release. Editors get hundreds of press releases during the week, and will throw away 99% of them. However, a good press release (especially locally) is one that has content which will be read and used. These tips will assist you in having that perfect press release:

• Subject of your press release needs to be important for the publication’s readers: If it’s a local newspaper – is your press release interesting and relevant to locals? Or is it relevant to potential bridge players?
• Make sure the release is news and not just an advert: Editors will not publish advertisements and will discard anything that is an obvious advert.
• Make sure the release benefits readers: the release will get published if it contains something of benefit to the publications readers – so maybe mention the health benefits of bridge, etc.
• Keep it short and to the point: space is always limited, especially in local newspapers. Tighten the writing and keep sentences concise.
• Include the facts to back up statements: the editor needs the who, what, when, where, how and why details too.
• Make sure the press release stands on its own: Never include a covering letter- anything you want to say in the letter should be in the press release.
• Keep your news at the top: at the start of the press release make sure you mention the news. Don’t hide it in paragraphs or summary.
• Use straightforward headlines
• End releases properly: end each release with contact details and a generic paragraph about your club/county, as the media may chose to use it.

How to send a Press Release

Always try and send as an email, but paste the release into the body of the email and not as an attachment. Afterwards, follow up the press release with a phone call to confirm the receipt of your email.

Further help and information

Contact the EBU’s Press & Communications Officer: matt@ebu.co.uk

Matt Betts