PRESS RELEASES

Press releases send newsworthy information to media editors.

The aim of a press release is to give the editor something to work with or from. You should not aim to write the story or article for them.

Sometimes organisations use press releases to inform other kinds of reader: subscribers, members, the public, other activists. When presented as a press release, the material can assume more power than a letter. On the other hand, a press release sent to an important official, minister or leader may not work as well as a personalised letter.

Press releases must be accurate - but they must also sell the material.

It's easier to sell one idea than many, so - as with any other kind of effective writing - focus on one idea.