Communication tools
Press releases
A press release should contain just the right information to help journalists understand your news and your organisation quickly. As a minimum, any press release must contain an acknowledgement of the support from Iceland, Liechtenstein and Norway through the EEA and/ or Norway Grants and the value of the support (this is a requirement). You should keep a record of the press releases you send out and to whom with a basic running sheet, and include a column for when a journalist responds to the release (e.g. column titles: journalist name, publication name, media type, e-mail, telephone, speciality/subject, last contacted, comment). What you should do when writing a press release:
What you should not do when writing a press release: Forget to issue release instructions: embargoes must be respected by journalists, so make it clear that the information should not be publicised before a certain date, if that is important for you. Worry about a lack of response: sometimes this information is stored for later use (i.e. they now know you exist).
Write in an upside-down pyramid style with the most important information first and the least important information last.
Time your release well. For instance, can it be linked to bigger news?
Carefully indicate and check facts and sources.
Include a quote or two from the appropriate person in your organisation (use spoken language and get the person to approve the quote).
Use marketing jargon/hype in press releases.
Give up: A journalist or medium that does not pick up on a story might just be too occupied with other things but might be interested next time.
Write simply and objectively (many journalists will reuse your formulations).
Apply the ‘Keep it Short and Simple’ (KISS) approach (explain technical terms).
If possible and appropriate, provide audiovisual material such as photos or videos (zipped formats) to accompany your release, and include copyright information.
Remember to consult the ‘Tips on photos’ section on page 21.
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Communication and Design Manual - EEA and Norway Grants
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