Do's & Don'ts in PR

Public relations can seem like a daunting task and it can be so easy to get things totally wrong.

Here are some basic but invaluable tips on the do's and don'ts of good PR.

• Always write press releases in the third person
• Use short, simple sentences – avoid flowery language
• Avoid exclamation marks!
• Use 1.5 line spacing which is easier on the eye to read and include a margin down the left hand side for editors’ notes
• Include relevant contact details (telephone and fax numbers plus email address)
• Headlines must be attention grabbing, to the point and in capital letters, some journalists may read this and the first paragraph only
• Avoid technical language and jargon
• Include a photograph or details on how to obtain one
• Ensure the date is on the release
• Keep paragraphs short, they invariably are in press articles – no more than 50-60 words each
• Press releases should be issued on paper headed ‘Press Release’. If you do not have special paper, use your letterhead but type ‘Press Release’ in large letters at the top.
• Press releases must be typed and copied on one side of the paper only.
• Keep press releases to one page where possible. But, where a press release runs to more than one page, indicate that there are continuation sheets by typing /more and after the final paragraph put ‘Ends’.
• All pages should be numbered
• Proof read for typing, spelling and grammatical errors
• Send release to correct person – careful targeting essential!