Write a press release (for the journalists to actually read!)

One of potentially the most effective ways of securing media coverage is to send out a press release. Keep it short and punchy - never more than two sides of A4 - ideally a lot less.

Top tips

• Ensure you cover the Five W's: Who, What, Where, Why, When.
• Make it clear whether the event is open to the general public.
• Include key contact details.
• If possible, set up an interesting photo opportunity - and make sure you mention it in the press release. However, don't rely on a newspaper sending a photographer to the event - have someone take high quality photos and send them to the papers afterwards. 
• It's generally best to contact journalists by email in the first instance. Your press release should be pasted into the body of the email, not sent as an attachment - you don't want to place any barriers in the way of it being read. Make sure your email subject line is strong so that it grabs journalists' attention.
• Do follow-up your press release with a phone call to check receipt and to further sell your story.