So you want to write a press release

Is this article important? That is the first question editors and writers ask when they pick up a news or media release and start reading. And the conclusion they reach will determine whether they keep reading it and run it in their newspaper or television/radio show or throw the release in the dustbin.

The writer has one paragraph - maybe 20 seconds - to seize the readers’ attention.

Important means that the article announces something NEW. It is based on a development that the reader or listener will find interesting. Remember that your media release will be competing with many others that the editor or reporter looks at each day.

Many press releases never get opened or read because they are sent to the wrong person or using the wrong address or fax number. Make sure your media list is up to date. If your contact has changed then send it to the chief of staff or news editor.

Producing a news release requires care to ensure your message is eye-catching, topical and easy to read. The first paragraph (journalists call it the "lead" or "intro") must explain the headline and highlight the main news point clearly and vividly. As the lead often makes or breaks the entire releases, the first 20 or 30 words are crucial.

As in a typical news report, the lead (or first two paragraphs) should include the 5 W’s and 1 H: Who? When? What? Where? Why? And How?

On the day that the 1997 Mine Ban Treaty becomes binding international law [WHEN], the Nobel Peace Prize-winning International Campaign to Ban Landmines (ICBL) [WHO] praised the remarkable progress made in eliminating antipersonnel landmines, condemned those who continue to use the weapon, especially treaty signatory Angola, and called for more assistance for mine action and mine victims [WHAT AND WHY]. The ICBL has organized bell-ringing and other events around the world today to mark the ban treaty’s historic entry-into-force [WHAT AND WHERE]

The headline helps to sell the story at a quick glance. Aim for a complete but short sentence. Avoid the past tense and passive tense and use verbs and active words.

Mine ban treaty enters into force — ICBL praises progress, condemns users

It is best to avoid putting embargoes on your releases. However if you have to use an embargo, for example to distribute the advance text of a speech, then make sure that your release carries clear details on the time, day and date of your intended release (for example, when the speech will be given).

You can also include the time and place of release at the beginning of the intro for example:

Write the release in the form of an inverted pyramid - with the main points at the top and less important information further down. This format is used for news writing and if you follow the style a journalist will be able to use the release as it is or adapt it easily. A sub-editor may cut the story to size at any point, so even the lead should be able to stand on its own and make sense as a single paragraph.

Avoid putting important facts later on in the release because the reader or editor may not bother to look for them. As a test of your release: blank out the last paragraph with a sheet of paper and see whether important facts have been lost, then move the sheet of paper up to cover the lower half of your release and check again - the visible text should make sense on its own.

Include direct quotes from a campaign spokesperson to bring the story to life, but make sure the quote says something - is it both concise and relevant? Include the first name and family name of the person quoted and their title or position in the organisation. Eg.

"The momentum has continued unabated since the signing of the ban treaty in December 1997," said Jody Williams, ICBL Ambassador and Nobel co-laureate. "Today, this treaty enters into force more quickly than any other major treaty in history, demonstrating the world’s commitment to eradicate this insidious weapon now," said Ms. Williams. "While the treaty and the ban movement have already had a huge impact..."

If you are using an ICBL statement you could add in a quote from the spokesperson of the local campaign to make it more relevant or interesting to your local media.

Also spell out the name of the campaign or organisation the first time you use it and then use an abbreviation afterwards.

Make sure that you include enough background information on the mines crisis (statistics and affected countries), the treaty (dates, purpose) and our opinion (the treaty as a solution to the crisis, concerns about country positions). Back up statements with facts: if your release raises concerns about countries where antipersonnel mines are being laid, then name the countries. If you are not entirely sure about something you are suggesting then include a word such as "reportedly" as in "mines are reportedly being laid in parts of Angola".

Also, avoid ICBL-speak and explain technical terms - remember reporters and the reading public are not experts on APMs! For example, the ICBL March 1 release mentioned "level one surveys" but then went on to explain that these are taking place "in about a dozen countries to identify the locations of mined areas and their socio-economic impact, to help establish appropriate priorities and demining programs".

"We have always viewed demining and the ban as two essential, mutually reinforcing goals and activities" instead of "Demining and the ban have always been viewed by us as two essential, mutually reinforcing goals and activities".

Use your campaign letterhead. Double spacing between lines is good as it helps the journalists to edit the text. Make sure that the release is labeled: "Media Release" or "Press Release", and include contact names and telephone numbers of contacts in your organisations who can provide further information (remember to include up-to-date contact numbers and after hours numbers too). These contacts can be provided at the top or the bottom of the release.

Timing can mean the difference between success and failure. Sometimes your releases will coincide with days on the ICBL calendar eg. 1 March, the date the Mine Ban Treaty entered into force was a day to highlight the landmines issue and reflect on progress made and concerns. However also look out for days and times of the day when news is thin and you are likely to get more attention. For example, early mornings are a good time to contact daily newspapers. Try to avoid Friday afternoons or the eve of public holidays. Check on the deadlines of your target media sources.

Address your release to your contact, or to the News Editor. If you are sending out an advisory on future events, then address the release to the Diary Editor (sometimes also called Input Desk Editor).