Press Release Guide

This document is intended to set out guidelines for those writing press releases.

=Language=


 * Always use Australian English.
 * Try to use 'Plain English" where possible:
 * Avoid lengthy sentences.
 * Avoid clichés.
 * Avoid using several words where one word will do just as well.
 * Make sure the meaning is clear, not just that it reads elegantly.
 * Use formal language:
 * Avoid colloquial terms where possible;
 * Keep technical discussion to a minimum:
 * Avoid technical terms or other jargon unless relevant;
 * Ensure IT/Systems is involved to confirm any technical discussions are factually correct.

=Titles=

Use title case:


 * Always capitalise the first and last word:
 * Capitalise all words, except for articles, prepositions, conjunctions, and forms of "to be";
 * Lowercase of all articles, coordinate conjunctions (and, or, nor), and prepositions regardless of length, when they are not the first or last word;
 * Capitalise hyphenated and open compounds. Capitalise the second word attached by a hyphen to prefixes only if they are proper nouns or proper adjectives.
 * Never use periods or exclamation points.

=Proper Nouns=

Words that are commonly used as common nouns:


 * Internet

=Quotes=

Quotes should be placed between double quotation marks (“hello”). Quotes-within-quotes should be placed between single quotation marks ("a 'nice' surprise").

Example of a quote:


 * “I am enthusiastic about an R18+ rating for video games entering our system. It will provide a far superior rating system for parents," commented David Campbell, President of Pirate Party Australia. "However, it is important to watch this space closely, as poorly formed classification guidelines have the potential to create no greater flexibility, with ‘refused classification’ games such as Syndicate, that are perfectly legal to purchase and play around the world, to remain banned here in Australia.”

=Formatting=

Press releases are to be formatted thus:


 * Pirate Party Australia Cautiously Welcomes Recommendations of ALRC National Classification Scheme Review


 * Friday, 2 March 2012
 * FOR IMMEDIATE RELEASE


 * [Body]


 * [1] Source A
 * [2] Source B


 * Contact:


 * Name
 * Position/description (if applicable)
 * Email address
 * Ph: #### ### ###


 * Name
 * Position/description (if applicable)
 * Email address
 * Ph: #### ### ###



=Citations=

Citations are to be done in-text. Immediately following the cited material should be a bracketed with a number, like this[1]. Note that the brackets should be on the outside of quotation marks, but before any other punctuation. Citations are provided at the end of the press release text, as in the example above.

=Distribution=


 * Press releases must be cleared by at least one member of the National Council, AND the Press Officer. In the event that the Press Officer is also a member of the National Council, they may not clear press releases without the consent of another National Council member.
 * It is best practice to have a press release cleared by the Press Officer, Secretary and an additional National Council member.
 * The final release is sent to all journalists on our distribution list by an authorised person, from an @pirateparty.org.au account, ONLY.
 * The subject should be "[PRESS RELEASE] {Insert Title}".
 * All press releases should have at least two contacts where possible.
 * At least one contact should:
 * Have in-depth knowledge of the issue.
 * Have a quote in the press release (though not always necessary, as certain people may be unavailable).
 * Obviously be the most knowledgeable and available person should be placed first.
 * One of the following should also be a contact, in order of preference:
 * Press Officer
 * President
 * Deputy President
 * Secretary
 * Deputy Secretary

Release Times
News, unfortunately, does not come when we want it to. The best times to send out press releases are Monday through Thursday, 9:30-10:30 AM, and 2:30-3:30 PM. The former allows the journalist to have dealt with their backlog of emails received overnight, and gives them the morning to work on writing an article. The latter is after lunch, yet before close of business. Both timeframes mean that journalists are likely to be at their computers when they receive new mail.

Fridays can be used in a pinch, but if possible, press releases should be delayed until Monday morning. It is not recommended to send out press releases over the weekend unless absolutely urgent.