PREPARING A PRESS RELEASE - WHO · PREPARING A NEWS RELEASE ♦Headline – A news release should be held together by a central theme – The headline should be short, to the point

PREPARING A PRESS RELEASE

Simplifying Complex MessagesSimplifying Complex Messages

♦♦ Understand the target audienceUnderstand the target audience♦♦ Reading ageReading age♦♦ Length of textLength of text♦♦ Important information goes firstImportant information goes first♦♦ Be creative in explaining complex Be creative in explaining complex

conceptsconcepts

PREPARING A NEWS RELEASE

♦News stories should be:– Interesting– Important– Informative– Involve conflict– Unusual

PREPARING A NEWS RELEASE♦Newspapers

– Provide in-depth coverage– Trigger daily TV and radio coverage

♦Radio– High repetition– Most targeted audience

♦Television– Primary source of information– Convey emotion and image– Most believable and influential– Reaches large audience – Not as retentive as readers


♦Your news release should provide pertinent information and grab the attention of the reporter to ensure coverage


♦All the information to be conveyed in a news release should be prepared well in advance – Identify your target audience– Decide with your colleagues the 3-5 Key Messages– Simplify complex messages– Make the story interesting– Give a unique angle– Provide pertinent information:

• Address the 5 W’s (Who, what, where, why, when)


♦Headline– A news release should be held together by a

central theme– The headline should be short, to the point– Can be written first or after you have teased out

key messages• “No proof of link between deaths and drug - leading

scientist”• “Setting the record straight on malaria drug scare”• “ Expert team to probe cause of baby deaths”


♦Content♦Your news release must have a strong first

paragraph (introduction)♦The introduction should expand on the headline♦ If there has been bad news deal with it - if you

don’t the media will!


♦Content– A news release must present all the

relevant facts and be presented in a logical order

– keep it clear and simple– keep sentences short


♦Content– Use at least one or two quotes– These should preferably be from those in

authority such as• Health minister• Malaria Control Programme Manager• Drug Regulatory Authority Head


♦Format– Two pages of copy are sufficient for most

news releases


♦ Layout– Put the date on the release– Mark it “Urgent” or “Embargoed” if necessary– Begin text with the name of the city where the news

is happening– Zambia’s Health Minister today announced...– Headline should be in bold or underlined– Number the pages– If more than one page write “more” at bottom right– Center the text


♦Contact– Provide the name, title, organization, and

telephone number of the contact person at end of the release


♦ Additional things to consider– Review and update media lists– Identify additional sources for comment– Have background information available for interviews

♦ Distribution Channels– Fax– News wire– Courier– Web site– Messenger


♦Follow Up– Check to see if and how story was covered– Appreciation may be in order– Counter biased journalism

Interviewingand Presentation

Skills

BEFORE THE INTERVIEW: What you need to know.

♦Who is doing the interview?♦From which program/station?♦ What is the subject of the interview?♦ What is the focus of the story?♦ What specific information is needed?♦ How long will be the interview be?

DURING THE INTERVIEWWhat to say during the interview.

♦ Confirm the obvious♦ Think before you speak♦ Put the issue into context♦ Answer questions but come back to key

messages♦ Be honest♦ Avoid speculating♦ Keep opinions to yourself♦ Never say “no comment”♦ There’s no such thing as “off the record”

DURING THE INTERVIEWHow to say it...

♦ Be brief…better quotes♦ Avoid jargon♦ Use simple, conversational language♦ Speak clearly♦ Be polite♦ Never lose your cool♦ Don’t be sarcastic♦ Always keep your eyes on the interviewer♦ Avoid notes…unless for statistics♦ Be aware of body language

DURING THE INTERVIEWDealing with difficult questions

♦ Bridge♦ Be assertive, not aggressive♦ Stay cool♦ Take your time♦ Be reasonable♦ Make sure you always know your facts

BODY LANGUAGE AND ATTITUDE

♦ Be personable…not haughty or arrogant♦ Be confident and polite♦ Be enthusiastic

– (body language can be very telling)

♦ Be alert and calm under pressure♦ Avoid fidgeting and shuffling papers♦ Keep your body clear of visual obstruction

– (i.e. no folded arms)

♦ Keep clear eye contact (no darting eyes)

♦ You can use your hands, whilst talking, provided it’s in a neat, measured manner (can be very effective)

♦ Good posture (sit upright, shoulders back etc.)

PREPARING A PRESS RELEASE - WHO · PREPARING A NEWS RELEASE ♦Headline – A news release should be held together by a central theme – The headline should be short, to the point

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