- Content – has to be of interest to the journalist
- Newsworthy – NEW (what is happening/what is about to happen)
- Selection of 3 or 4 images
- E.g. launch of campaign, new information, event or activity, someone new into debate
- Human interest – stories in local media
- Local celebrity
- Local angle
Press Release – informative and easy to read
- Logo
- For immediate release: (date)
- Embargoed for: (date/time) – good way of giving journalists time to prepare and to ensure they don’t use it until a specified time
- Headline (snappy)
- Photo opportunity (what it is, where it is, when it is and who is it?)
- Paragraph 1 (3/4 lines): Summarise the story – what (Dior), what (product), where (popup in Covent garden), when, why (rebrand or launch of new campaign)
- Paragraph 2: More details to flesh out story you have outlined in previous paragraph/concept
- Paragraph 3: Quotes from you or someone relevant to the story – each quote should make one point not many
- Notes for editors: Provide background information in case run a longer story. Outline what you have to offer; pictures, interviewees. Outline any addition relevant information or facts/figures – keep it short
- • Exclusives
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