You need to target where your press releases are going to ensure maximum impact. Your first step is research. Read the newspapers, listen to the radio, watch local TV and browse websites. Note down the names of those journalists who cover the areas that you are working in or who you think might be interested in your work. In the short term you are looking to approach them directly with your story. In the long term you are building a directory of contacts which can be reused by you and your colleagues as your campaign develops.

Once you have found your journalist, source their contact details. You could use a professional directory like The Guardian Media Guide. But before you shell out money, try the internet - you'll be amazed what you can find out on Google. Once you have their mailing address and telephone number, get in touch with your journalist. Try to be prepared when you speak to them. Have facts at your fingertips - write a script if you feel it will help. Your goal is for them to know what you're all about and what you have planned for the future as well your current activities.

Firstly, you could send a short, snappy, personal email introducing yourself and your campaign as briefly as you can. Make it interesting and funny. While there may be no reply to this email, it will help the journalist to remember you when you take the next step of calling them.
 
"Hi, I am 'X' from the 'X group', I sent you an email a couple of days ago?" Even if the journalist doesn't remember your email, your introduction has been made. Repeat your name, what organisation you represent and what you are going to be doing. If you know that you are shy and not good at initial contact, get a bolder friend to make the call on your behalf. Your main objective is to get your name, your organisation or campaign into the journalist's mind. If you can do this, your chances of a journalist writing something about you are so much the greater. 
Do not be afraid to ask for a meeting if you think that you will make a better impression by meeting face-to-face; just establish a personal link.

By definition a press release is simply a statement prepared for distribution to the media. The purpose of a press release is to give journalists information that is useful, accurate and interesting. A good press release should answer all of the "W" questions (who, what, where, when and why) about your organisation or upcoming event. Be aware that local media may pick up your press release and run it in their publications verbatim or, more commonly, they will use your press release as a springboard for a larger feature story. In either case, try to write your story as you would like to have it reported To do this you must write your story with the media in mind. In other words, write like a journalist.

* Keep it concise.
* Make each word count.
* Avoid jargon.
* Stick to the facts and avoid fluff.
* Proof read your work properly - check your spelling and grammar.

Every journalist sees dozens of press releases every day. It is important that your press release looks professionally produced and follows the 'normal' structure. This will allow any journalist to make a judgment on the strength of your story immediately. As such, press releases are written to an easy to follow formula.

At the very top of the page, the TITLE 'PRESS RELEASE' should be spelled out in all capitals, centred and in bold.

Below the title is the HEADLINE. It should also be both centred and bold. The heading is one line description of the event. It should be short, snappy and, whenever possible, funny. It should be designed to capture any reader's imagination, impressing them enough to read on and help the journalist to 'see' the piece in print.

The next two paragraphs present the useful, accurate and interesting BODY of the press release. The body is a couple of short paragraphs which explain all the 'W's: who, what, were, when and why. The first paragraph of the press release should contain in brief detail what the press release is about. The second paragraph explains, in detail:

* What the event is for
* Who the event is for
* Why the event is happening and why people should care
* Where and when the event is happening

The message can be given further authority by the inclusion of a QUOTE. A quote from someone involved with project will give the release a personal touch. Name your source, say what their involvement with the project is - and be certain to get their permission to be quoted.

The final paragraph is a brief SUMMARY of the release and further information about you and your organisation.

Always end with CONTACT DETAILS. Again these should be centred and in bold. A single clear name and phone number is what a journalist will need if he or she wishes to follow up the story.

All the content of your press release should be typed in a clear, basic font, such as Times New Roman or Arial, and double-spaced for clarity. Try to keep your entire release on one page. But if you really must go to a second page, make sure you indicate 'page two' in the upper right-hand corner. When you are finished, run this CHECKLIST:

* PRESS RELEASE - in bold and all caps
* HEADLINE - in bold
* BODY- who, what, when, where and why
* QUOTATION - from the horse's mouth
* CONTACT - name and number in bold
* PROOFED - basic font, double spaced, check spelling, page numbers

You will need to type and format your press releases on a computer, probably using a word processing program, such as MSWord. As you have targeted your journalists, you will only need half a dozen copies of your press release so you can probably print them from any computer. If you do not have one yourself, or do not have a friend or colleague who will lend you theirs, head for your local library, where you can get internet access and a PC to use for free. Some journalists will prefer to receive press releases by email. If you are sending your press release in this way, ensure the following:

* It is in a format that the journalist can read (eg MS Word, Adobe Acrobat PDF)
* It is free of viruses
* It is sent to the right email address

A press release on its own can often get lost in a big office. As well as laying the groundwork by phone before you send it, don't be afraid to call up to check if it was received and if there are any further questions.

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