This is a checklist of things you should do to have the best shot at getting your action's message out. But these steps can be for nought if not done with thorough professionalism—journalists are professional cynics, and if you're sloppy they will notice it, and it will colour their coverage. So go the extra mile; proofread the press release again; make the extra phone call. Never cut corners.

And always remember this advice from Wes 'Scoop' Nisker, a legendary counterculture journalist of the '60s: 'If you don't like the news, go out and make it yourself.'

Press Releases: Keep It Simple Stupid (KISS)

• Make sure you answer the basics—who, what, where, when, why.
• Make the headline catchy.
• Find an angle that is interesting and relevant.
• The opening paragraph is vital—make sure it is strong, interesting and concise.
• Find a 'hook' to make the release current.
• Quotes are good—but NEVER in the first paragraph.
• Offer the right 'talent' for interviews.
• One-sentence or short paragraphs are good.
• Keep the release on one page.
• Make sure the style is relevant to who will be reading it—bear in mind that journalists literally look at hundreds of press releases every day. Try and think about what will make a chief of staff or journalist pick yours up.
• Clearly mark the organisations involved.
• Include the date and contact phone numbers (mobiles are good). Make sure that numbers are correct, and that the person will be ready to answer questions.
• Follow up your press releases with phone calls to the journalists. Never assume they have your release.
• Consider following up press releases which get published with other angles or stories. Releases that don't get a run may be re-written as letters to the editor.
• Have a page of background information about the issue or organisation that can be faxed if the journalist wants more information. This is also useful for you to take to an interview.

Interviews

• Be prepared.
• Know your subject and main messages.
• Call the journalist back if you need more time.
• Get as much information as you can about the interview—is it live, how long will it go for, when is it likely to be published or broadcast?
• Prepare brief notes, including 2-3 main messages, simple facts and figures and answers to possible questions.
• Where appropriate use anecdotes and human-interest
stories.
• Be relaxed, confident and enthusiastic about your subject.
• Avoid waffle, jargon, long words and acronyms.
• Don't be afraid to take the initiative. If you are asked a broad question, you can twist it around to include your main
messages.
• Remember the journalist is looking for 'quotable quotes' (this is especially important to remember for radio & TV).
• If you are asked a difficult question, don't be afraid to take time to think about your answer.
• For newspaper interviews, spell out unusual terms and invite the journalist to call back if they need more
information.

Television

• Quick, concise and simple answers are very important—
slogans can be very effective on TV.
• Make sure you look at the interviewer, not the camera

Radio

• Pre-recorded: if you feel flustered or wish to stop you can say so.
• Live: you need to keep speaking no matter what.
• Because only your voice is conveying your message, it's very important to speak clearly and with passion.