PRESS RELEASE
Embargoed until 00:01 <insert date>
OR
For Immediate Release <insert date>
An embargo means you ban the publication of your press release until a certain time or date. Only use an embargo if you need to control when your story is publicised, e.g. a launch.
TITLE IN CAPITALS
The headline should be typed in bold and centred. Keep it short, snappy and to the point. Here are some examples of fundraising headlines we’ve used:
Sky-high courage for Jane (a sky dive)
Making every step count for cancer research(Bupa 10K)
In at the deep end for cancer scientist (shark dive)
First paragraph
Get the five ‘W’s in straight away – Who? What? When? Where? Why?
E.g. ‘30 students, staff and friends of the University of Bath will be taking part in an abseil by the Clifton Suspension Bridge on Thursday 27 February to raise money for Worldwide Cancer Research’.
Following paragraphs
Make your points in order of importance. The second paragraph should elaborate on the first. You are telling a story, so must give the full picture: spell out the facts, give statistics, etc.
Quotes
Include a direct quote from the most relevant person involved: it will humanise the story. Keep the quote brief, providing an overview of the event. If writing a quote for somebody else, get their approval before using it. Remember to give their full name and job title e.g. Oliver Jones, 20 and a student at the University of Bath says: “I’m really excited and a little bit nervous about doing the abseil. I’ve never done it before but I’m up for a new challenge. As committee member of Bath RAG I enjoy fundraising so I’m really looking forward to helping this brilliant cause.”
At the end, try to insert a call to action or plug, e.g. ‘If you’d like to join the worldwide search for answers, Text RESEARCH to 70004 to donate £5 or if you’d like to get involved email events@ worldwidecancerresearch.org or visit worldwidecancerresearch.org
Ends
Use ‘ends’ to make it clear that the press release has ended.
Contact
Give names and telephone numbers of people a journalist can contact for further information.
Notes to Editors
This is your last chance to give journalists details of how they can get copies of a photograph or any further information, including web links, time and place for photocall.
About Worldwide Cancer Research
Include some background information about the charity as below.
AT WORLDWIDE CANCER RESEARCH WE BELIEVE THAT ONLY THE FREEDOM TO FUND THE MOST INNOVATIVE AND CHALLENGING RESEARCH, NO MATTER WHERE IN THE WORLD IT OCCURS WILL HELP US DEVELOP BETTER, MORE EFFECTIVE CANCER TREATMENTS.
WE ARE THE LEADING CHARITY THAT SUPPORTS THE MOST INNOVATIVE RESEARCH THE WORLD HAS TO OFFER. WE FUND SOME OF THE WORLD’S BEST SCIENTISTS AT THE WORLD’S BEST RESEARCH INSTITUTIONS.
TO DATE WE HAVE FUNDED OVER £199 MILLION OF RESEARCH INTO 26 DIFFERENT CANCER TYPES IN 34 COUNTRIES ACROSS THE GLOBE. OUR HORIZONS ARE BROAD AND OUR VISION BOLD BUT WE BELIEVE WE WILL, WITH THE RIGHT RESEARCH, SEE NO LIFE CUT SHORT BY CANCER.