Each press release should contain the following information:

1. The words “PRESS RELEASE from the official spokes person of the campaign”  (Note the use of block capital)
2. For publication on date X/X/XX….this information is necessary if there needs to be an embargo or a co-ordinated release, in any event put in the days date or alternatively “For immediate release”.
3. The word “Starts “ as the first line all on its own. The next line or two should answer who, what where, when why how.
4. Use a short headline to grab attention usually avoiding “a “, “the”, “to be”
5. Main text, write in the third person or journalist perspective, do not use “I” or “we” unless it is a quotation, write in an active voice rather than passive voice, be short and to the point., don’t over use the superlative form of adverbs or adjective eg the biggest/best/worst it erodes credulity. Consider carefully your audience and the use of jargon, techno speak and buzz words, write in an uncomplicated way, Don’t use emotive language unless it’s a quotation, Quotations can do the job that you shouldn’t.
6. The word “Ends” as a single word on its own line.
7. Include “For verification please do not hesitate to contact me; persons name, title, address, e-mail, land line, mobile, fax” etc

General considerations:

1. Some recipients will not be able to open attachments such as word (as they are regarded as spam or viruses) so have a text only version.
2. Review how the National Papers publish their press releases and note the language, tone and wording.
3. Pictures can sometimes be seen as junk mail you could (a) attach and hope for the best , (b) provide a link to a web site with high quality pictures that are not copyright
4. Put all press releases on your web site and make sure your spokes persons details are there also, this helps generate credulity and trust, everything seems traceable and verifiable
5. Where appropriate use the principals of Skilful engagement  (see skilful engagement)
6. Ideally have a dedicated 2 or 3 person team to co-ordinate the releases.
7. Never write offensively, this closes the doors of dialogue.
8. The media bore easily and are fickle so each new press release should be congruent with previous press releases but contain significant NEW information.  The emphasis of each new press release should be different.

Powerful Strategy idea

Why not have a letter writing team from all over the country write “letters to the editor”, give your friends a template if necessary. With this strategy people who live at a distance can write a letter to the papers and have a good chance of keeping the story in the public domain.  This was a powerful strategy that brought the Tara/M3 issue to the fore.