Press releases

The NSPCC produced a sad but necessary release about child abuse. Notice how it provides the journalist with lots of ammunition (stats, figures) and gradually expands the story as you read down…to the point where instead of stating facts, the press release starts stating opinions. It’s a classic approach.

The CV Sector Forum, a support organisation in Brighton, got creative and issued an extended press release emphasising the value that the third sector brings to the city (an economic story) and then weaving in some highly emotive case studies (a human interest story). You won’t find this in any PR textbook but it was effective – and that’s what counts.


More information & links

For advice on how to talk to journalists and how to give an interview, have a look at Media Trust's Media Interview guide. And here are some other useful resources:

CharityComms

Chartered Institute of Public Relations