Introduction to the employers toolkit
Working with the media
Once your company’s cycle policy is well underway, it’s a good opportunity to promote it to the media. Maybe you’re organising a special cycling event, or you’ve managed to convert 100 people to cycling to work – whatever your news, the local media will always snap up a good story.
Tips for writing a press release
Write a great headline: a short, sharp headline that conveys your message is the first step to getting good publicity.
One page: keep your press release to a single A4 sheet. Stick to the point and only include essential information and quotes.
Email it: many journalists now prefer to receive press releases by email. Format it as plain text rather than HTML and send it in the body of the email, not as an attachment.
Date it: include the date of the event in your headline.
Include a quote: a short but lively quote from your company’s spokesperson or MD adds to the impact of a press release.
Contact for more information: include contact details for the person a journalist can contact for more information.
