Monitoring Policy Making at the United Nations |
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Tips for Press Releases Tips for Press Releases
(as given by Felipe Luciano at a workshop during the 50th Annual DPI/NGO Conference)
US orientation
- Your press release should be written in big letters. It should have a clear structure, so that the important information leaps to the eye. The important information ( What: / When: / Where: / Why: ) should be striking like on a poster.
- Give a contact person who is attainable. The journalist won’t call you twice.
- Write your manuscript in a way that it could be directly printed in the paper (make it easy for the editor). Write it as if you are writing for MTV. Be aware that you have to sell your story. It shouldn’t be written like a document, but like a piece of art, like poetry or a song. Use ‘everyday’ language, avoid technical language.
- Try to get attention. Show how important your work is for humankind. "Appeal" to the reporter’s humanity. He/she should feel guilty if they do not come to your event.
- To sell a story about the United Nations, use its history and romance. Describe it like a secular church.
- Whenever possible, try to give your event a local reference. Bring examples, how your activity affects the local community or parts of it.
- Keep your press release short. Put in a smaller amount of information, but be very pointed in what you write. Ideally, your press release shouldn’t be longer than one page. They will lose your second page anyway.
- Add pictures that move or attract (avoid any boring pictures!)
- Send your press release by fax. Call immediately after sending and ask if it got there. If not, send it again. Be persistent! Try to reach the reporter. Always assume that your message got lost. Send your press release five days before the event (not earlier!). Send it again three and two days before the event, and of course, the day before the event, if necessary several times.
- Use local media and use the sensational downmarket press even if you don’t like to do that. You have a bigger chance to get at least some press coverage and you will reach much more people than with the New York Times.
- Use foreign language media, especially the Spanish media. The Spanish speaking minority is getting larger and larger.
- Don’t forget radio stations, especially local ones. They enable you to reach a large audience.
- Focus on youth media. Send your press release to all youth-oriented magazines.
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