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Writing and issuing a press release

Publicity in the local media is an invaluable fundraising and awareness-raising tool. The best way to get some publicity is by sending out a press release. A list of your local newspapers, magazines, radio stations and television channels is available at www.mediauk.com.

Once you have your list, ring each of them and ask for the fax number/email address of their news desk to send your press release to. If you would like further help or examples, please call the MS Trust Fundraising Team on 01462 476707 or email fundraising@mstrust.org.uk.

The seven basic elements of a press release

  1. FOR IMMEDIATE RELEASE: these words should appear in the upper left-hand margin, just under your letterhead.
  2. Your contact details: name, address, telephone/fax number and email address.
  3. Headline: succinct and snappy, bold type, never use the past tense.
  4. Dateline: town/area your press release is issued from and the date of your mailing.
  5. Lead paragraph: grasp the reader's attention: What are you doing? Where are you doing it? When will it be? Who is it for? Why are you raising funds?
  6. Text: develop your message. Include information that will enable people to support you and find out further information.
  7. Summary: - drive that message home!

Tips when writing a press release

  • The first ten words of your release are the most important.
  • Include a photo of yourself.
  • Set up an online fundraising page on the Virgin Money Giving website and mention the direct link to your page (e.g. www.virginmoneygiving.com/yourname).
  • Give some background information on yourself geared to your local area.
  • Include anything about yourself that others might find interesting.
  • If you are running/cycling/etc, explain how your training effort is going.
  • Explain why you are supporting the MS Trust. Have you or your family experienced the work of the MS Trust first hand? Do we have a particular project you admire?
  • Complete your press release on one page.
  • Send another press release after the event.
  • Mention the MS Trust's contact details and website so that readers can contact us if they would like information, or if they would like to take part in a similar event and raise funds for us.

Don't forget that we are on hand to help, and that we would love to see copies of published articles!

View a sample press release

Here are some articles about one of our supporters, click the images below to read them (pdf files).

Picture of Rick's article Picture of Rick's article