Writing a Press Release
A good press release should be no more than one side of A4 and start with a ‘punchy’ title.
The first paragraph needs to clearly explain the main points of the story. Use simple sentences and short paragraphs, and avoid professional jargon. Don’t assume the journalist knows what you’re talking about.
Your press release needs to be clear and concise and answer these questions:
- Who?
- What?
- When?
- Where?
- Why?
Be positive when describing the benefits of refresher driver training. Be specific about the type of training if the story is about a certain type of driving or training. The “Key Reasons for Taking Refresher Training” page gives some suggestions.
Remember, avoid being too commercial in trying to sell your training courses. Journalists will ignore a press release that is aimed at drumming up business.
Facts and statistics (but not too many) are always useful for news stories. For example,“x% of drivers drive too close to the vehicle in front”,“Drivers who use a mobile phone are four times more likely to crash”. Local facts and figures are even better. Do make sure your facts and figures are accurate and you can tell the journalist where they came from if asked. Use the “Focus On” factsheets in Section 4 and the web links in Useful Contacts to find information.
Always include day and night contact details.
Here you can find examples of press releases on a wide range of road safety issues.
“Presenting Road Safety: A Guide for the Media” (PDF 331kb) may also be useful for background information.
Target Your Press Release
Do some research of the local media to get a better idea of the sort of stories that particular papers, television and radio programmes run. Compile a list of journalists and editors who cover transport issues or who have written road safety stories.
Follow up the release with a telephone call to the journalists or editors you targeted.
Prepare yourself first by making sure you have identified the key messages you want to communicate, and try to anticipate questions the journalist might ask.
A Word of Caution
Be careful about making statements related to news stories about a specific accident or motoring offence. The initial reports may not be completely accurate, so consider the potential legal implications of making what might turn out to be incorrect statements.
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