Publicity Guide

News - What Makes News?

Organising a Press Release - What makes a good story?

A step-by-step guide to writing a release, what to include and where to send it.

Ask any journalist from what used to be called Fleet Street, or any reporter on a weekly newspaper: "What makes news?"

You'll get a different answer from both of them. But the things their answers will have in common should include:

• Stories which are new
• Pictures which are eye-catching
• And both should be interesting

The national newspaper reporter, or picture desk editor, is looking for a story or photograph of national significance or interest. Unless you have a real story to tell, and a real reason to promote your business on a nationwide level - forget them.

Probably of far greater significance to you and your business are your own local newspapers. And it is much easier to achieve regular news coverage here than you might think.

Tell Them What's Happening

Often your local newspapers, either paid-for or one of the so-called free newspapers (ie paid for by advertising), are simply pleased to be told what's going on.

If you're planning an exhibition of your work, or your company's expanding fast to cope with demand..... just tell them, and see what happens! It's highly likely that your local paper will send their own photographer along to cover the "event", at absolutely no cost to you.

And the news coverage that should result may well be better, and certainly more cost-effective, than half a dozen paid-for advertisements.

But when you tell them, to maximise their interest and save everyone involved some time, then tell them in the right way.

You don't have to be a wordsmith to write a press release.

Just remember to answer the basic questions: WHO, WHERE, WHAT, WHY AND WHEN

For example,

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