Writing for

This has been developed by

FITF in collaboration with:
Mindfully Wired
Communications

the press
Delivered by {Insert Name}

Designed by Mindfully Wired

Communications.

Engaging with written media + how to write a press release

fishing.future
@fishingintothefuture
Today we’ll cover:

• Rules of press writing

• What is news? What is not news?
• What is a press release?
• Press outlets
• How to construct a press release
• Sending a press release
The rules:
• News needs to be about something new.

• Tailor to your audience and your outlet (more on this later).

• Writing for the press is an imperfect art, you don’t have to be a literary genius to get
your story out there.
 What is news?

• Literally something brand new* that has happened or is happening.

• For example: A project has introduced new safety measures, or gained new
certification, you’ve set up a new business, or formed a new partnership, a business is
pushing for new sustainability targets, or you’ve launched a new website, you’ve gone
against the grain, or challenged someone important, your community has invested in
new harbour infrastructure, or held an important event.

* …or something that can be made to sound new

 What is not news?

• "We continue to do a thing we’ve been doing for ages”

• "We have an opinion"

• “We had a meeting”

• It’s important to note that framing is everything. Non-news can be made to sound
newsworthy with the correct spin.

(Disclaimer: this is not true for literally every story. Some non-news
cannot be made news, however much we want it to!)
 So, what’s a press release?

• A short, punchy headline, followed by a ‘lede’*, followed by 500-800 words of

newsworthy, copiable text.

• Includes quotes from relevant sources.

• Does not include opinions (unless in a “quote”).

• Ends with ‘Notes to Editors’

* Lede: the intro sentence of a news story, to grab attention

What about your opinions?

Press releases + opinions

• PRESS RELEASES DON’T INCLUDE PERSONAL OPINIONS.
• Even though you’re promoting something you/others are working
on, you aren’t speaking directly to your audience about it, you’re
reporting on it.

Fishing into the Future’s new and engaging ‘Porthole’ website provides an
outstanding array of learning materials, to support exchange of useful
scientific and fisheries management information between a diverse
selection of stakeholders.

Fishing into the Future’s Executive Director, Emma Plotnek, described the
‘Porthole’ website as ‘a unique hub for learning’ adding that it was
designed ‘to support the exchange of useful scientific and fisheries
management information between a diverse selection of stakeholders’.

• If you’d rather release something that is all opinion, consider

issuing a 'statement' with some prefacing, but very brief, press
release text.
 Sector press Vs
regional news:
What’s the difference?
 Sector press
e.g., Fishing News, The Fishing Daily, World
Fishing & Aquaculture, The Skipper

• Audience has a higher understanding of the

subject

• You can use more technical ‘in’ terms

• There are options for a series

• You may be invited to write a feature

INDUSTRY-
SPECIFIC
REGIONAL NEWS
e.g., Cornwall Live, Lyme Online, Eastern Daily
Press
LOCAL, LESS
• ‘Local news’ TECHNICAL

• Less expert (although not always)

• Includes less technical language, assuming

the reader has less understanding of the
subject matter

• More interested in the impacts of your story

on your local area

You could also consider the national news, although

it’s important to note they’re only interested in
nationally relevant stories and are always more
exclusive.
How to write a press release

building blocks
• TITLE : punchy, use of buzzwords
• Lede: opening sentence, covering the most important
aspects and include the ‘hook’ (the reason WHY your story
is interesting)
• Opening para: Including your 5 Ws – Who, What, When,
Where, and Why. Includes the ‘hook’.
• Quote 1
• Explanatory text / further details
• Quote 2 - backing up the above
• Explanatory text / further details
• Quote 3 and/or conclusions
• Contact details: email & website
• “ENDS”
• Notes to Editors
How to write a press release

The hook
Your ‘hook’ is the reason WHY your story is interesting.

Journalists trade in hooks. They want to know why your

story is interesting, because they know readers will only
read stories of genuine interest.

Bait your hook carefully! Tie it into:

• A FIRST
• A PROUD MOMENT FOR YOUR COMMUNITY
• A POLITICAL MOMENT
• A BRANDING MOMENT
• PEOPLE'S IDENTITY
• SOMETHING EMOTIVE
How to write a press release

EXAMPLES
How to write a press release

EXAMPLES
 How to write a press release

Sending your release

PART ONE

1. Proof-read and label as FINAL with appropriate title, in

Word* format

2. Open up a new email

3. Copy and paste the content, with header formatting,

into the body of your email.

4. Attach your PR in Word format

5. No prefacing text needed in the email

6. Attach images & relevant logos

* Word is easiest for journalists to copy and paste from

 How to write a press release

Sending your release

PART two

7. Set email subject as an abridged version of the title

8. Include ‘EMBARGOED UNTIL XX’ * or ‘FOR IMMEDIATE

RELEASE’ in the subject

9. Put all journalists in BCC, so no recipients can see who

else this has been sent to. Include your own email
address so you receive a copy of what you send.

10. Hit SEND. Don't worry, no one likes this feeling!

11. Google your release title after date of publication,

see where it got published. Share widely!

* Embargoed: DO NOT RELEASE UNTIL XX DATE SPECIFIIED

How to write a press release

Key questions to ask

yourself:
When writing for the press, it is essential to ask
yourself these questions, and to keep them in mind
as you put together your piece.

• Who is your audience? Are you writing for sector

press, or regional press?

• What do you know about your audience, and their

level of subject-specific expertise?

• What do you want them to take away?

• How do you want them to act as a result?

Explore more:
Related resources

‘Resource name’ Description of resource can go here.

‘Resource name’ Description of resource can go here.

To see all our learning resources, visit our website.

 Thank you for your time

Fishing Into The Future would also like to thank:

Steering group member name | Institution

Steering group member name | Institution fishing.future

FITF CONTACT DELIVERER CONTACT @fishingintothefuture

07311812105 {phone number}
emma@fitf.co.uk {email address}