Step. and GO! Turn your challenges into concrete actions.
Best Practices for Media Relations With a Quarterly Press Release
A quarterly press release is not intended to request an article. It is intended to help you become a useful source for journalists.
Its role is simple: to announce in advance the subjects, field opportunities, spokespersons and resources that may interest editorial teams over the next three months.
A good quarterly press release does not say “talk about us.” It says: “here are useful subjects you can cover.”
What subject could help a journalist prepare an article, interview, report or feature?
A good subject must have:
a date or period;
a clear angle;
a reason to cover it now;
people available for interview;
verifiable facts;
available resources.
Avoid:
the organization’s complete agenda;
internal news with no public interest;
vague announcements;
promises without evidence;
texts that talk only about the organization.
2. Select Only a Few Subjects
The quarterly press release must remain short.
Choose 3 to 6 subjects maximum.
For each subject, retain only what helps the journalist:
why the subject is timely;
what story they can tell;
what is visible or verifiable;
who can speak;
which resources are ready.
A weak subject should be removed or kept for later.
3. Send It Before the Quarter Begins
The quarterly press release is intended to anticipate.
A good rhythm:
prepare the following quarter during the preceding month;
send it before the beginning of the quarter;
follow up according to the deadlines;
take media lead times into account.
Type of media
Useful lead time
Daily newspaper, radio, TV
Approximately 10 days to 3 weeks in advance
Weekly publication
3 to 4 weeks in advance
Monthly publication
3 to 6 months in advance
Quarterly publication
3 to 6 months in advance
Avoid:
sending it after the subject has already passed;
contacting a monthly publication as though it were a daily outlet;
waiting until everything is perfect;
forgetting media production deadlines.
4. Use a Useful Title
The title must announce the content of the document.
Good examples:
Subjects to Follow From October to December on Learning Through Impact Projects
Media Agenda: Field Opportunities, Projects and Spokespersons Available This Quarter
3 Subjects to Follow This Quarter on Impact Projects
Avoid:
Our News This Quarter
An Exceptional Dynamic Serving Impact
Step and Go Revolutionizes Training
The journalist must immediately understand that they are receiving story ideas, not a newsletter.
5. Present Each Subject as a Mini Fact Sheet
Simple structure:
Subject 1 — [Clear title]
Why now:
[One sentence about the news, date or context.]
Possible angle:
[What the journalist can cover.]
What is concrete:
[Event, field opportunity, figures, people, result, experiment.]
Available to the media:
[Interview, visit, photos, data, press kit, contact.]
This structure avoids long paragraphs and requires precision.
6. Adapt the Angle to the Media Outlet
The same subject may interest several media outlets, but not for the same reasons.
Media
Possible angle
Local press
What is happening in the territory
Education press
What this changes for learners
Business press
Skills, employment, entrepreneurship
Environmental press
Climate, biodiversity, transition
Society press
Young people, engagement, inclusion
Innovation press
Method, experimentation, tools
Avoid:
sending the same angle to everyone;
contacting a section without checking the subjects it covers;
assuming that an “impact” subject will automatically interest every media outlet.
7. Speak as a Source, Not as a Requester
The right tone:
We are bringing these subjects to your attention because they may inform your editorial choices.
The wrong tone:
Thank you for sharing our information.
Do:
propose;
provide insight;
provide contacts;
supply resources;
allow the journalist to choose their angle;
remain available.
Avoid:
demanding an article;
imposing a title;
applying pressure;
following up without new information.
8. Create Clear Deadlines
A journalist can make a decision more easily when a date exists.
Examples:
public presentation on 12 October;
field visit available from 20 to 24 November;
registration open until 15 September;
results available from 3 December;
spokesperson available during the week of 10 December.
Avoid:
“soon”;
“shortly”;
“in the coming months”;
“under way” without a date;
no concrete appointment.
9. Prepare the Resources Before Sending
Before distributing the release, check that everything is ready:
reachable press contact;
exact names and positions;
available spokespersons;
verified figures;
usable photos;
photo credits;
usage rights;
links to useful pages;
clarified sensitive information.
Avoid:
proposing an unconfirmed interview;
citing an unapproved partner;
announcing an uncertain figure;
sending a temporary link;
providing images without credits.
10. Put the Text in the Body of the Email
The journalist must be able to read the essentials without opening an attachment.
Good practice:
main text in the email;
lightweight PDF as a supplement;
link to press resources;
visible direct contact.
Avoid:
“please find the press release attached”;
PDF only;
a large file;
a link without a summary;
sending a Word document without prior contact.
11. Follow Up for a Genuine Reason
A follow-up must add something.
Good follow-ups:
“The presentation takes place on Friday, and it is still possible to come and film.”
“The results are now available.”
“A spokesperson can respond tomorrow morning.”
“The HD photos are ready.”
“Two participants come from your region.”
Avoid:
“did you receive my email?”;
“when are you going to publish?”;
following up every two days;
calling to force a response;
insisting without any new information.
12. State Clearly What Is Confirmed
A quarterly press release can announce future subjects, but it must remain reliable.
Distinguish between:
confirmed;
planned;
in preparation;
subject to confirmation;
result achieved;
target objective.
Avoid:
presenting an ambition as a result;
announcing an unconfirmed partner;
promising an uncertain event;
using “unique”, “first” or “unprecedented” without evidence.
13. Write Briefly and Actively
Prefer action verbs.
Good examples:
Step and Go brings together...
Participants design...
The programme supports...
The partners test...
The presentation will showcase...
Avoid:
A dynamic will be implemented...
A reflection will be conducted...
The promotion of the activities will be carried out...
The style must be clear, concrete and quick to read.
14. Establish a Regular Appointment
The quarterly press release works when it becomes a useful habit.
Do:
always send it during the same period;
maintain a stable structure;
record journalists’ reactions;
update the media list;
simply thank them after publication;
prepare the following quarter as soon as the current release has been sent.
Avoid:
sending it once and then abandoning it;
changing the format every time;
losing the feedback received;
forgetting interested journalists.
Short Template
FOR MEDIA INFORMATION
[Title]
Subjects to Follow From [month] to [month] [year] on [main theme]
During the next quarter, [organization] will make several subjects, field opportunities, spokespersons and resources available to journalists concerning [issue].
Subject 1 — [Clear title]
Why now:
[One sentence.]
Possible angle:
[One sentence.]
What is available:
[Interview / figures / field opportunity / visuals / press kit.]
Subject 2 — [Clear title]
Why now:
[One sentence.]
Possible angle:
[One sentence.]
What is available:
[Interview / figures / field opportunity / visuals / press kit.]
Press Resources
[Link to media kit / photos / webpage.]
Press Contact
[Name]
[Position]
[Mobile]
[Email]
Checklist Before Sending
The document remains short.
Each subject has a date or period.
Each subject proposes a clear angle.
The information has been verified.
Uncertain subjects are clearly identified.
The spokespersons are available.
The visuals are ready.
The photo credits are indicated.
The text is in the body of the email.
The media list is segmented.
The follow-up provides genuine value.
The next release is already planned.
Phrase to Remember
A successful quarterly press release gives journalists a useful head start on the subjects they may cover.
Prompt
Here is a prompt to help you draft the basic outline of your quarterly press release. It’s up to you to ensure the accuracy and authenticity of the information (in exchange for saving time, deliver quality content).
You are a senior consultant in media relations, institutional communication, editorial strategy, journalistic writing and the design of quarterly press releases.
Your mission is to generate a professional, ready-to-use QUARTERLY PRESS RELEASE based on the information available in:
1. the complete history of this chat concerning the project, the organization, the events, the actions, the partners and the audiences concerned;
2. the documents attached to this chat;
3. any clarifications provided below by the operator.
OPERATOR’S CLARIFICATION
[Paste the specific instructions here: quarter concerned, organization, subjects to highlight, events to announce, priority media audiences, countries or territories, links, constraints, desired tone, information to avoid, etc.]
QUARTER CONCERNED
[Example: October-November-December 2026]
ORGANIZATION / PROGRAMME CONCERNED
[Name of the organization, programme, initiative or ecosystem concerned]
OBJECTIVE OF THE QUARTERLY PRESS RELEASE
The quarterly press release must not be a standard press release.
It is not intended solely to secure an immediate article. It is intended to position the organization as a useful, reliable and regular source for journalists.
It must tell journalists:
“Here are the subjects that will become interesting over the next three months, here is why, here are the possible angles, here are the people available for interview, and here are the available resources.”
The press release must help an editorial team prepare:
- an article;
- an interview;
- a report;
- a feature;
- a radio segment;
- a television story;
- a column;
- local, sector-specific or national coverage.
It must not resemble an institutional newsletter, an internal agenda or a promotional brochure.
WORKING METHOD
1. Analyse the chat history
You must identify within the history:
- ongoing projects;
- upcoming events;
- recent results;
- calls for participation;
- final presentations;
- field locations available for visits;
- available people;
- confirmed partners;
- useful figures;
- important dates;
- possible media angles;
- previously approved contextual elements;
- wording to prioritize;
- sensitive or uncertain information.
2. Analyse the attached documents
You must extract from the documents:
- factual information;
- dates;
- locations;
- exact names;
- partners;
- events;
- results;
- figures;
- available press resources;
- contacts;
- links;
- any visuals;
- useful contextual elements.
If information is missing or appears uncertain, do not invent it. Place it in brackets:
[to be completed: exact date]
[to be completed: press contact]
[to be verified: confirmed partner]
[to be completed: link to visuals]
[to be completed: exact figure]
3. Select the subjects
Select only subjects that may interest a journalist.
Choose a maximum of 3 to 6 subjects.
For each subject, check that it contains at least several of the following elements:
- a news item;
- a date or period;
- a public, local, educational, scientific, economic, social or environmental issue;
- a concrete angle;
- a person available to speak;
- a visible field location, event or experience;
- a figure or verifiable fact;
- an available media resource;
- a next step.
Exclude subjects that are too internal, too vague or too promotional.
4. Build each subject as a mini press fact sheet
Each subject must be presented briefly and usefully.
Mandatory structure for each subject:
Subject [number] — [Clear title]
Why now:
[One sentence explaining the date, deadline, context or reason for discussing it this quarter.]
Possible angle:
[One sentence explaining what the journalist can cover.]
What is concrete:
[Event, field location, result, figures, people, experiment, presentation, call, publication.]
Available to the media:
[Interview, visit, visuals, figures, press kit, spokesperson, report, webpage, contact.]
5. Adapt the media angles
For each subject, propose several angles where possible according to the media:
- local press;
- national press;
- specialist press;
- education press;
- business press;
- environmental press;
- society press;
- innovation press;
- radio;
- television;
- international press where relevant.
Do not provide every angle if it is not useful. Prioritize the most realistic ones.
6. Create clear deadlines
The press release must help journalists make decisions quickly.
Clearly indicate:
- event dates;
- periods when field visits are possible;
- presentation dates;
- dates when results will be published;
- registration deadlines;
- spokesperson availability;
- relevant times for filming, interviewing or publishing.
Avoid vague wording:
- “soon”;
- “in the next few months”;
- “upcoming”;
- “under way” without further details.
7. Write as a useful source, not as a requester
The tone must be:
- informative;
- restrained;
- useful;
- professional;
- journalistic;
- concrete;
- non-promotional.
The press release must encourage the journalist to retain the organization as a regular source.
Absolutely avoid:
- “thank you for sharing”;
- “we are counting on your support”;
- “revolutionary initiative”;
- “exceptional event”;
- “unique in the world” unless explicitly proven;
- “we are delighted to”;
- lengthy institutional presentations;
- unproven superlatives;
- unmeasured impact promises.
8. Write briefly and actively
Use short sentences.
Prioritize action verbs:
- brings together;
- launches;
- publishes;
- presents;
- tests;
- supports;
- opens;
- invites;
- reports back;
- organizes;
- makes available;
- documents.
Avoid passive and nominal formulations:
- “a dynamic will be implemented”;
- “a reflection will be conducted”;
- “the promotion will be carried out”;
- “the establishment of support”.
9. Distinguish what is confirmed from what is planned
You must clearly distinguish:
- confirmed;
- planned;
- in preparation;
- subject to confirmation;
- result achieved;
- target objective;
- projection;
- hypothesis.
Never present an ambition as a result.
Never cite an unconfirmed partner as though they were committed.
10. Provide for press resources
The press release must indicate the available resources or those to be completed:
- press contact;
- telephone;
- email;
- webpage;
- media kit;
- HD photos;
- photo credits;
- usage rights;
- logos;
- portraits;
- spokespersons;
- reports;
- figures;
- FAQ;
- reference documents.
If the resources are not available, indicate:
[to be completed: link to media kit]
[to be completed: HD photos]
[to be completed: photo credits]
EXPECTED OUTPUT FORMAT
Begin with a short diagnostic, then provide the ready-to-use quarterly press release.
Exact output structure:
I. DIAGNOSTIC BEFORE WRITING
1. Quarter concerned
[Indicate the selected quarter]
2. Role of the quarterly press release
[Explain in 2 to 3 lines why this press release serves as an editorial resource for journalists]
3. Subjects selected
[List the 3 to 6 selected subjects, with one sentence explaining the reason for each]
4. Subjects excluded or postponed
[Short list only if necessary, with the reason: too vague, insufficiently dated, unconfirmed, too internal, lack of evidence]
5. Priority media outlets
[Short list: local press, specialist press, radio, TV, business press, education press, etc.]
6. Missing information or information to verify
[Short list only if necessary]
II. READY-TO-USE QUARTERLY PRESS RELEASE
FOR MEDIA INFORMATION
[Clear title]
Subjects to Follow From [month] to [month] [year] on [main theme]
[Short standfirst]
During the next quarter, [organization] will make several subjects, field opportunities, spokespersons and resources available to journalists concerning [main issue].
Subject 1 — [Clear title]
Why now:
[One sentence]
Possible angle:
[One sentence]
What is concrete:
[One or two sentences]
Available to the media:
[Interview / field visit / visuals / figures / press kit / contact]
Subject 2 — [Clear title]
Why now:
[One sentence]
Possible angle:
[One sentence]
What is concrete:
[One or two sentences]
Available to the media:
[Interview / field visit / visuals / figures / press kit / contact]
Subject 3 — [Clear title]
Why now:
[One sentence]
Possible angle:
[One sentence]
What is concrete:
[One or two sentences]
Available to the media:
[Interview / field visit / visuals / figures / press kit / contact]
[Add Subject 4, Subject 5 or Subject 6 only if necessary]
Press resources
[Media kit / photos / reports / webpage / useful links]
Available spokespersons
[Name, position, subject on which the person can speak]
[Name, position, subject on which the person can speak]
Press contact
[Name]
[Position]
[Mobile]
[Email]
[Website]
[Link to press area]
III. SHORT EMAIL VERSION FOR SENDING TO JOURNALISTS
Proposed subject:
[Clear, useful and informative subject]
Hello [First name],
[First sentence: announce that the organization is making several subjects available for the quarter.]
[Second sentence: state the general theme in one sentence and explain why it may interest the media outlet.]
[Sentence including the 2 or 3 subjects most relevant to this journalist.]
[Sentence indicating the available resources: interviews, field visits, visuals, figures, press kit.]
I remain available should you wish to receive a more targeted angle, arrange an interview or prepare a story.
Kind regards,
[Signature]
IV. EMAIL SUBJECT VARIATIONS
Propose 5 subjects:
1. Subject for local press
2. Subject for national press
3. Subject for specialist press
4. Subject for radio / TV
5. General subject
Each subject must be short, clear and focused on the story, not promotional.
V. FOLLOW-UP PLAN
Propose a simple follow-up plan:
- follow-up 1: when and why;
- follow-up 2: only if a new element exists;
- field or event follow-up: if a date is approaching;
- results follow-up: after an event or presentation.
Never propose an empty follow-up such as “did you receive my email?”.
VI. CHECKLIST BEFORE SENDING
Check:
- the press release remains short;
- each subject has a date or period;
- each subject has a journalistic angle;
- the subjects are confirmed or identified as planned;
- the partners cited have been approved;
- the figures have been verified;
- the spokespersons are available;
- the press resources are ready;
- the photo credits are indicated;
- the text is in the body of the email;
- any PDF is lightweight;
- the media list is segmented;
- the follow-up provides genuine value;
- the information in brackets is completed before sending.
FINAL CONSTRAINT
The result must be directly usable by the operator after the fields in brackets have been checked.
The text must remain concise, clear, concrete, free of repetition and without promotional language.
The quarterly press release must give journalists a useful head start on the subjects they may cover, rather than asking them to relay institutional communication.
Exemples de Communiqués de Presse Trimestriels
Exemple Com Press Europe Mars Avril 2009
Exemple Com Press Europe Mai 2009
Exemple Com Press Trim Canada Mai 2009
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