8. News Releases
News releases or press releases are on way of getting your message across to people you are trying to reach. The ‘media’ include television, radio and websites as well as the printed press. When published, news releases offer free publicity and are perceived to be more credible than adverts.
Basics for preparing news releases
- Become familiar with your local media to find out what their style is
- Find out what their publication deadlines are to time your releases correctly
- Get the names of key contacts – Education correspondent or News Editor
- Check how they want to receive releases – post, fax, e-mail
- Include children in your stories
- Avoid jargon (gets someone from outside to read your release and check its readability – if they don’t understand it, the journalist won’t!)
- Think in pictures! A giant teddy bears’ picnic might not be groundbreaking but it’s a great photo for the local paper. Get written parental permission for all children to be photographed/filmed
Include the first name as well as the surname of any adults you quote. Explain how they are related to the story – parent, nursery manager, Anytown MP etc.
What makes a story newsworthy?
There is no guarantee that any release you send out will be printed, but you have a head start in working with children and young people. Childcare providers play an important role in the local community and many readers are parents/grandparents. The media knows this and is attracted to stories connected to children.