Preparing Press Releases

A press release should contain the information that journalists want without their having to search for it.

• Topicality is critical. Aim for the first edition after you are free to make your announcement.
• Write the release as an inverted triangle: newest information - what the story is about - in the first paragraph and detail and explanation in the following paragraphs, generally in descending importance.
• Date the release and make sure any other relevant dates (effective dates for a merger, for example) are clear in the copy.
• Put a contact name and details at the end for further information. Make sure the person will be available during the next week or even two. Give your web site address and make sure it's up to date.
• Send relevant photos where you can. They should be high resolution (minimum of 300 dpi). Photos from your web site are generally not high enough resolution for printed publications.
• Background information about the organisation that isn't new but could be useful for a journalist can go into a section called notes to editors that you can update and reuse for future releases.

More help
IRP can prepare press releases for any type of organisation. We are good at putting complicated material into plain English. We have an extensive distribution list for insurance and risk management related publications and can build others, according to our clients' needs.

We can also train clients to prepare their own press releases so they have the best chance of being used in the media of their choice.

Yokohoma, earthquake 1923