- You can write a photo call or press release before the event and send out to your local press. They may decide to attend your event and bring a photographer.
- Alternatively, you can do a post-event press release written by yourself. Newspapers are far more likely to print this if it includes quotes from people attending together with a photograph.
- Photographs are better if they show something happening with students, rather than a line up of the students who attended an event.
- Always send your press release by email, cutting and pasting the body of the release into the email. Do not attach it as a document – it is less likely to be read.
- Keep the headline short and include it in the header section of your email. If this is a photo call or pre-event press release be sure to state the time, date and venue with the headline.
- Try to keep the length of your release to one page with 1.5 spacing. Paragraphs should be no more than 3 sentences.
- The opening paragraph should tell the reporter everything they need to know i.e. who, what, why, when, where. Use the rest of the press release to fill in the details.
- Keep your writing style to the point and clear. Never use acronyms or educational jargon i.e. Aimhigher Kent and Medway, not AHKM.
- Use quotes to support your text, not repeat what you have already said. Two quotes per article is plenty.
- Check your press release through carefully for:
o Unnecessary words
o Spelling, punctuation or grammatical errors
o Accuracy of statistics or numbers quoted
o Accuracy of dates, times and places
o Contradictions or inconsistencies
- Remember to get your press release approved by the relevant people within your partnership (particularly those whose quotes you have used).
- If you would like any help in preparing or sending out a photo call or press release please contact AHKM Communications Manager on 01227 782566 or linda.bishopp@canterbury.ac.uk.·
Recommended time lines:
3 weeks before event - Send photo call/press release to AHKM Communications Manager or let her know that a post-event press release will be coming after the event. Could this event be covered by Zoom reporters and photographers? Speak with Zoom Editor if so.
2 weeks before event - Photo call/press release to be issued to local media contacts by Communications Manager.
During event - Take photographs. Record names and year groups of all pupils photographed. Record names, job titles and organisation of all people who have provided a quote
ASAP after event - Send post-event press release to AHKM Communications Manager
Here is the Aimhigher Kent and Medway template for press releases. Always include the "Notes to Editors" (see template) in your press release, though you may wish to add some information on your educational establishment.
