When Your Announcement Needs a Press Release

Your announcement needs a press release when it is genuinely newsworthy to a defined media audience and journalists need an accurate, attributable account of the facts to report it. Many announcements are better served by a direct pitch, a social post, an email to stakeholders or a page on your own website.

For organisations in Ghana, the press release is often treated as the default first step. We recommend deciding what the announcement needs to achieve before deciding on the format.

What a press release is for

A press release gives journalists a clear statement of the facts, quotes they can attribute and contact details for follow-up. It is a reference document for reporters, not an advert. Its value depends on whether the news matters to the people who read and edit that publication.

Signs a press release is right

A release is usually worth preparing when:

• The announcement is new, public and relevant to a publication's audience
• Several outlets may want to report it at the same time
• Accuracy matters: names, figures, dates and titles must be stated consistently
• The organisation needs an official, quotable record of what it has said
• There is a spokesperson available to answer follow-up questions

Examples include a new organisation launching, a significant appointment, a confirmed partnership, a major event announcement with a programme and dates, or a formal response to a public issue.

Signs another format would work better

A release may not be the right tool when:

• The update matters mainly to existing customers or members, who can be told directly
• The story suits one outlet better than many, where a tailored pitch would be stronger
• The news is visual or experiential and better shown than described
• There are no new facts, only a wish for visibility

Sending releases that are not newsworthy can make journalists less likely to open the next one.

What to include

1. A headline that states the news plainly
2. A first paragraph covering who, what, when and where
3. Supporting details in order of importance
4. One or two quotes that add perspective, not repetition
5. Practical information: dates, prices, eligibility or how to take part
6. A short "about" paragraph for each organisation involved
7. A media contact who can respond quickly
8. Links to approved photographs and further information

Keep it to the facts. Avoid claims you cannot support and adjectives a journalist would delete.

Plan the distribution

Decide which journalists and outlets cover this subject. A short personal note explaining why the story is relevant to their audience is more useful than sending the same email to everyone. Agree any embargo time in advance and respect it.

Publish the same facts on your website so readers who search for the news find an accurate source.

After it goes out

Be available for follow-up questions. Track where the story appears and check it for accuracy. If a report contains an error, contact the journalist politely with the correct information.

Remember that coverage remains the publisher's decision. A press release improves the chance that a story is reported accurately; it does not guarantee that it will be reported at all.

PR369's Strategic Communications and PR service covers press relations, messaging and announcement planning. Email info@pr369.com with what you are announcing, the date and the audiences you need to reach. We will begin with a strategy conversation.