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The press are more likely
to use your story if they have a good picture to go with it. Fax
your press release to the picture desk too. By including the words
‘photo call’ at the top of the page, you are inviting
the Picture Editor to send their own photographer along to cover
the event.
If you can give them a good picture opportunity they are more
likely to turn up. Repeat details of the time and place here for
quick reference. But take your own photos too - in case the
professionals are too lazy to show up.
Keep it short (just one side of A4 paper) and get to the point. Get
the most important information into the first couple of
attention-grabbing sentences - who, what, where, when and why. If
there’s a lot of detail to include, put it in notes at the
end.
Use really big
type.
Include a quote which sums up your campaign message. The paper can
print it to save themselves the trouble of interviewing
you!
TOP TIP
Always send your press release well in advance. Phone to check that
it has arrived and whether anyone will be covering the
story.
Put a contact name and phone number on the bottom in case the
journalist wants to follow the story up. And keep a copy of the
press release by your phone. It will make you sound a lot more
confident if journalists phone up unexpectedly.
This idea was taken from a Friends of the Earth
book called 'Causing A Stink - The Eco Warrior's Handbook'
by Caroline Clayton, published by Bloomsbury Publishing
Plc.
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