Media relations toolkit: Writing a press release to create news
Writing a press release to create news
Media relations toolkit
Coverage in local, regional, and national media is important — news coverage across
formats keeps communities and leaders up to date on key issues and informs public
understanding. When sexual violence prevention practitioners engage the media, it is
an opportunity to elevate sexual violence prevention, connect with new audiences, and
increase your organization’s credibility and recognition.
Engaging the media to elevate sexual violence prevention
A well-written press release can increase coverage of your
organization’s sexual violence prevention efforts in the news.
For ideas about how to develop newsworthy prevention events,
please see Moving toward prevention: A guide for reframing
sexual violence.
1
In general, a press release should read like a news story.
Journalists use the model of an inverted pyramid to show how
information in a story should be prioritized. The most important
information is highlighted at the top to grab the attention of
your readers. It should be easy to skim, and the reading level
should be basic. Writing between a 5th to 8th grade reading
level is recommended.
In practice, that means:
Being concise. Press releases are typically about 300-500
words. One page is an ideal length; try not to go over two pages.
Media relations toolkit: Writing a press release to create news
Inverted pyramid: How information in a story
should be prioritized
Lead with the most
newsworthy information
Provide additional
important details
Include general
information and
background
Finding a news angle. Journalists receive hundreds of press
releases, and if your release reads like a news article, it is
more likely to be covered. Why is this event or information
newsworthy? Who will it impact?
Opening with a clear, compelling headline. The headline
should make it clear what the press release is about. Don’t worry
about being clever or witty – stating clear and compelling facts
will grab your reader’s attention.
Writing a straightforward rst paragraph. Use the rst
paragraph to summarize everything that will follow. The rst
paragraph of the press release should answer who, what, where,
when, and why. This will hook reporters at the beginning and
convince them to keep reading.
Including strong quotes. Use quotes from someone at your
organization, typically a leader, to explain the importance of the
information you’re reporting. Any quotes, statistics, or images
you include in the press release are tools a reporter can use to
bring their story to life.
Closing with boilerplate language. A boilerplate is a brief
description of what your organization is and does. Think of it like
an elevator pitch — the way you’d describe what you do in the
length of an elevator ride.
Media relations toolkit: Writing a press release to create news
Including contact information. Include the name, title, phone
number, and email address of someone who can speak to the
press in more depth about the topic. The media contact should
be available to respond quickly to reporters who are working
on deadlines.
Adding nishing touches and formatting. Use letterhead to
clearly identify your organization. Create a template for press
releases that your organization can use on a regular basis.
Remember to proofread and double-check spelling, grammar,
and punctuation.
Considering your audience and strategy. Develop a
dissemination strategy specic to your message, audience, and
goal. Think about the target audience of your message and which
journalists and outlets are likely to cover your story. For instance,
you may target local and regional reporters, student newspapers,
and journalists who cover the topic of sexual violence or a related
topic. Or, if your strategy involves a specic audience or eld
such as educators, you might target trade journals.
Distributing your press release. You can send your press
release to a list of journalists via email. Don’t forget to include
journalists you already have connections with. You can also
post your press release on a national wire, which distributes it to
journalists across the country. Post your press release on your
organization’s website, send it in an email blast, and post it on
social media platforms.
See next page for a sample press release.
Media relations toolkit: Writing a press release to create news
Sample press release
Press contact name
Organization name
Email, phone number
PRESS RELEASE: FOR IMMEDIATE RELEASE
[INSERT ORG NAME] to Participate in Sexual Assault Awareness Month Campaign
2018 Theme, “Embrace Your Voice,” Focuses on Expanding Prevention Efforts
As part of the national 2018 “Embrace Your Voice” Campaign, [INSERT ORG NAME] calls
on individuals to use their voice to make an impact when it comes to prevention
[CITY, STATE] — [DATE] This April, [INSERT ORG NAME] will [engage/collaborate with/
bring together] the broader community as part of its annual Sexual Assault Awareness
Month (SAAM) campaign. During Sexual Assault Awareness Month, [INSERT ORG NAME]
will bring the theme of “Embrace Your Voice” to life by [Insert a few sentences describing key
activities planned in your community, such as events, grants, community outreach, etc.].
This year’s theme, “Embrace Your Voice,” is based on the idea that how you talk
about sexual violence matters. Anyone can embrace their voices to show their
support for survivors, stand up to victim blaming, shut down rape jokes, correct
harmful misconceptions, promote everyday ways to use consent, and practice healthy
communications with children.
[Insert QUOTE from your organization’s leadership about what you hope to achieve/how
you hope to make an impact as part of your SAAM efforts. Consider commenting on the
fact that we all have a role to play in preventing sexual assault, and how that ties into this
year’s theme. Use your organization’s talking points to shape your message.]
Beyond SAAM activities this April, [INSERT ORG NAME] leads a wide range of initiatives to
prevent sexual assault. These include [insert information on relevant programs and activities].
SAAM is organized nationally by the National Sexual Violence Resource Center.
About [INSERT ORG NAME]
[Insert boilerplate language about your organization, including your website]
References
1. Berkeley Media Studies Group, & National Sexual Violence
Resource Center. (2018). Moving toward prevention: A guide
for reframing sexual violence. Retrieved from
https://www.nsvrc.org/moving-toward-prevention-guide-
reframing-sexual-violence
© 2018 National Sexual Violence Resource Center and the Berkeley Media
Studies Group, a program of the Public Health Institute. All rights reserved.
www.bmsg.org • www.nsvrc.org