Date
The date of release is important as it lets journalists know when an event happens etc. Even if you put 'for immediate release' you still need to put the date too. If you want to delay the story - for example after a report is launched - then you can put 'embargoed until...' and journalists will respect this.
Headline
The headline is important. It needs to be attention grabbing, yet informative. Do not make the headline too long - the journalists may lose interest half way through. This should be a catchy, short title giving a sense of the story in very few words.
Format and style
Use A4 letterhead and an agreed format, double-spacing or one-and-a-half line spacing, all on one page, or two at the most. ‘News release' and date in large print at the top.
The style throughout must be concise, journalistic, as catchy and intriguing as possible. Imagine you know nothing about your organisation. Does this story stand out? Is it clearly of interest to readers/viewers? In short, is it tempting to an editor deluged with news releases?
First paragraph
It is absolutely vital that this is short, to the point and newsworthy. It must clearly state the 'five W's': who, what, where, when and why (in any order). This paragraph must be able to stand on its own as a concise piece of information.
Second paragraph
This should provide the next piece of information: either more details about the above, or new information. Preferably a success story - someone you have helped.
Third paragraph / additional paragraphs - always include a quote if you can
This paragraph could be a quote from someone involved who is willing to talk to the press if requested. The quote must add a new dimension, such as the personal side of the story. Alternatively it could be a quote from your spokesperson explaining the importance of the story in strong, authoritative language, e.g.:
"There are now 350 young people living rough in this borough, a vast increase since this time last year", said Janine Pearce of Trentby Youth Housing Help. "Such figures dispel once and for all the myth that there are no homeless people in our area. They have nowhere to turn and urgently need our support."
ends
This shows the journalist that anything above this is available to use and now in the public domain.
Contact details
Your name, title, telephone number and home or mobile phone should be included in clear, bold print at the bottom of the document. Provide a contact number for when you are out of the office. This can make the difference between your story being covered or not.
Additional information for editors
Include the word count. Describe your charity in a few words. Give any relevant basic information and statistics. Include your website address if you have one.
See a sample press release