Exhibitor PR and marketing planner 2008
HOW TO: WRITE A PRESS RELEASE
If you have an exciting news story about your exhibit, a press release is a fantastic way of getting your message across to the media, and can be a great way to spark the interest of a journalist. They can be easy to write if you remember a few simple things. • What the journalist wants to know A press release should be factually detailed and informative, and provide enough information to explain why your story is interesting, but remember you are NOT writing the article for the journalist. It is their job to expand the story and make it fit to their specific audience. If you stray too far from the basic facts, you run the risk of putting the journalist off. Think about your audience Different stories will appeal to different types of publication, so always think about where you want to send your release. For example, if you are sending it to your local newspapers they will be interested in the local aspect of your news, but if you are sending your release to horticultural trade magazines they will be interested in what will affect the industry. Short and sweet Keep it brief, but as informative as possible. Aim for two sides of A4 at the most. What’s your news? Your story needs to be clear and stand out at the beginning of your press release. If your plant or product is brand new, state this in the first paragraph and then go on to explain what’s different, exciting or unusual about it. The four Ws It can help if you can explain ‘Who’, ‘What’, ‘When’ and ‘Where’ in the very first paragraph. Set the scene You can use the second and third paragraphs to expand on ‘Why’ and ‘How’. This background information can help add colour to the news, especially if it’s amusing or unusual.
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Facts and figures Facts and statistics help to give context to a story and can make it more appealing to a journalist. Is your product the newest, the biggest, the first, the oldest, the greenest? Are one in ten people interested? Is 50% of the population using it? Contact details Always remember to say how journalists can contact you if they would like more information and make yourself available. Include a mobile number if you are often away from your phone. General information Don’t forget to include details about where your products are available, and at which shows you are exhibiting. Always include the correct show titles, show dates, ticket hotline number and the RHS website. (See, Key show details)
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THINK CREATIVELY Anything that helps your exhibit tell a story will help you gain publicity. Think beyond your exhibit. Is your company celebrating an anniversary or associated with a good cause? Often the most interesting story is about the people who have put the exhibit together – publications are always interested in the ‘human angle’. Think about wider links to the horticultural world. Are you featuring plants that have a story? Were they introduced by famous plant hunters? Are they good for biodiversity? Is your nursery changing its horticultural practice by becoming organic or peat free? Beware: An editor won’t run free advertising, so there must be a story behind your press release. Beware: Please check all statements of fact about your exhibit at the show with the RHS Press Office, for example, it might not be true to say: “We’re the first garden ever to have a spaceship in it!”.
A GOOD EXAMPLE
Press release
[Date]
Daffodils sing out at the RHS Spring Flower Show, Cardiff
Fans of international singing sensation Katherine Jenkins will be able to enjoy a show of their very own when the ‘Katherine Jenkins’ daffodil is launched at the RHS Spring Flower Show, Cardiff this April. Like its namesake, the ‘Katherine Jenkins’ daffodil is expected to be the star attraction at the show which is held in the heart of Cardiff, in the grounds of Bute Park, from Friday 20 to Sunday 22 April 2007. To book tickets call 08700 66 77 99 or visit www.rhs.org.uk/cardiff. The BRIT award winning Mezzo Soprano chose her fragrant daffodil from a range grown by specialist Ron Scamp, who won best in show for his Quality Daffodils at the two previous RHS Cardiff shows. As mascot for the Welsh rugby team, Katherine will be presented with her daffodil and RHS certification before the Wales v England game at the Millennium Stadium on March 17 and ‘Katherine Jenkins’ bulbs will be available to buy at this year’s show RHS Spring Flower Show, Cardiff. Grower Ron Scamp said: “Katherine clearly has taste as well as talent. The lovely flower she has chosen is one I am proud to name 'Katherine Jenkins'. I bred this particular variety by cross pollinating strong and healthy ‘parents’ with rich colours, then adding a wild form of the jonquil daffodil to create a hardy plant with vigour and bright colours and a stem that will produce two or three blooms, with an added bonus of a sweet scent.” Sharon McDonald, International Daffodil Registrar at the RHS, gives the following facts about naming daffodils: • Katherine joins Dame Vera Lynn in having a daffodil named after her. A fitting connection, as Katherine has been dubbed ‘the new Forces sweetheart’. • Katherine joins a distinguished group of opera singers including Kathleend Ferrier, Dame Nellie Melba, Victoria de Los Angelos and Montserrat Cabellé who have had daffodils named after them. • Katherine Jenkins is only the second Katherine to have a daffodil named after her, following in the footsteps of one Katherine Spurrell. • In 2005, the ‘Cardiff’ daffodil was launched. The Cardiff daffodil is a yellow trumpet daffodil which was registered to mark Cardiff’s centenary year and the first RHS Spring Flower Show. The ‘Katherine Jenkins’ daffodil will take its place alongside a magnificent selection of daffodils at this year’s RHS Spring Flower Show, Cardiff. With nine confirmed show gardens of a higher quality than ever, visitors will also be treated to an edible ambrosial forest, a sustainable allotment and a garden inspired by the Welsh coastline – all designed by some of the hottest names in Welsh horticultural talent. For those not able to catch the magnificent selection of daffodils at the RHS Spring Flower Show, Cardiff, there will be a spectacular bank of award winning daffodils in the heart of London, at the RHS London Flower Show (3-4 April) when expert and amateur growers alike, compete in the RHS Daffodil Show. RHS Garden Wisley, Surrey is also a fantastic place to get a taste of spring with the Daffodil show returning for another year on 24-25 April. Visitors can go to all four RHS Gardens to see daffodils that are out until
April, with small displays of early blooms such as Narcissus ‘Early Sensation’ out now at RHS Garden Wisley. -EndsFor further information about the show and images of the ‘Katherine Jenkins’ daffodil, please contact [xxx] at the RHS Press Office on [xxx], or email [xxx] Notes to Editors: Images of the RHS Spring Flower Show, Cardiff 2007 and London Flower Shows are available from [xxx] Opening times and ticket prices [xxx]
CONTACTING THE PRESS For full information about when to contact the press and who to speak to, see How to: Contact the press