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Tutorial — Best Practices for Media Relations
This tutorial helps organizations within the 2% for Future ecosystem and users of the Step and Go website contact the media in a simple, useful and professional manner.
Media relations do not consist of sending a press release to a large number of journalists. They consist of becoming a reliable source for a few carefully selected journalists.
A press release sent to a thousand journalists often produces zero articles. A useful phone call to one carefully selected journalist can lead to a genuine story being covered by the media.
Local, educational, scientific, social or environmental issue
Communication focused solely on the organization
A good story may be small, but it must be clear.
3. Build the Angle in One Sentence
Before making any contact, formulate the main information in a single sentence.
Example:
[Name of organization] is bringing together stakeholders from [sector] on [date] at [location] to transform [concrete problem] into [action, solution or expected result].
This sentence then serves as a guide for the press release, phone call, email and follow-up.
4. Choose the Right Journalists
A good media list is not a large list. It is a qualified list.
For each contact, note:
the media outlet;
the section;
the journalist’s name;
their direct email;
their phone number, if available;
the topics they usually cover;
the date of the last exchange;
what interests them;
the next step to take.
Keep this file up to date after every exchange. One well-documented direct contact is more valuable than a massive unqualified database.
These lead times are not absolute rules. They are intended to help you contact the journalist while they can still make a decision.
6. Phone First, Then Email: the Most Effective Method
For priority media outlets, begin with a short call.
Purpose of the call:
check that the subject fits the section;
state the news in one sentence;
propose a concrete angle;
ask whether the journalist would like to receive the materials;
agree on a next step: email, interview, visit, video call, photos, press kit.
After the call, send a short email with the press release in the body of the message. The PDF may be attached, but it should never replace text that can be read directly.
7. Short Email Template
Subject:
[Main information in one line]
Hello [First name],
I am contacting you because you cover topics related to [theme, territory or section].
[Name of organization] is announcing [clear news] on [date] at [location]. The subject may be of interest to your readers because [concrete reason].
I can send you the press release, press kit and visuals, and arrange an interview with [name / role].
Kind regards,
[Signature]
[Mobile]
[Email]
[Link to press resources]
8. The Press Release
The press release announces the news. It must be short, clear and directly usable.
It must answer very quickly:
Who?
What?
When?
Where?
Why?
How?
For whom?
The first sentence must provide the essential information. Avoid general introductions such as: “In a changing world...”
Prefer:
[Name of organization] is launching on [date] at [location] a programme intended for [audience] to address [concrete problem].
The press release must contain:
an informative title;
a short standfirst;
three very clear opening paragraphs;
a useful quote;
practical information;
a press contact;
a link to the resources.
9. The Press Kit
The press kit supplements the press release. It must not overwhelm the journalist.
It is used to provide:
the context;
key figures;
dates;
confirmed partners;
spokesperson biographies;
available quotes;
photos, videos, logos and credits;
useful links;
answers to sensitive questions.
The press kit must remain a resource. The main message must always be conveyed through direct contact, the email and the press release.
10. The Media Kit
Prepare a simple online folder containing:
the press release in copyable text;
the press kit in PDF;
high-resolution photos;
logos;
portraits;
captions;
credits;
usage rights;
press contacts.
Do not overload the email with large files; provide a clear link to the resources, unless they amount to only 2 attachments, in which case it is preferable to provide everything as attachments.
11. Preparing a Journalist’s Field Visit
Before a journalist visits, clarify the subject with them.
Prepare:
the exact subject you want them to understand;
the people to interview;
the interesting scenes to observe;
the schedule;
permissions for images and quotations;
the exact name of the organization to be mentioned;
the correct website and public contact number.
Make a simple moral agreement:
The field offers several angles. For us, the important point is [central subject]. I therefore suggest that you meet [person / group] in order to cover this aspect properly.
The journalist remains free to choose their angle. Your role is to help them avoid missing the point.
Of course, all this work will have been pointless if your on-site team talks about another subject, so speak directly with the colleagues who will receive the journalist.
Prefer a telephone interview when travelling adds nothing.
Have a quick discussion before going on air about the planned questions.
Prepare three simple messages.
Speak in short sentences.
Television
Propose visual scenes, not explanations alone.
Show people in action.
Plan the locations, sounds, gestures, objects and images.
Anticipate what the camera can actually film.
Print Media
Provide facts, figures, tellable stories, quotes and photos.
Freelance journalists (paid per article) can be good contacts because they actively look for stories.
For local media, always connect the subject to the territory.
13. Asking for a Review Without Antagonizing the Journalist
Do not ask to review the article in order to control the style or point of view.
You may request a factual check:
As the subject includes scientific elements and issues requiring precision, could we review only the technical facts, names, figures and quotations? We will not intervene in the tone or journalistic angle.
This wording protects accuracy without challenging the journalist’s independence.
14. Following Up Without Being Overly Insistent
A follow-up must provide useful information.
Good reasons to follow up:
a date is approaching;
a result has just been obtained;
someone is available for an interview;
photos or videos are ready;
the journalist had shown interest.
Avoid:
“Did you receive my press release?”
“When are you going to publish?”
“Our management is waiting for your response.”
repeated follow-ups with no new information.
15. After the Event: Do Not End the Relationship
Once the event has taken place, the angle can become:
the results achieved;
the lessons learned;
participation figures;
testimonials;
the next steps;
the local or sectoral impact;
the opening to other partners.
Then propose an interview by video call or telephone with someone who experienced or led the action.
16. Becoming a Regular Source
The best media relationships are built over time.
To become a useful contact:
respond quickly;
provide reliable information;
suggest experts;
share resources even when they are not exclusively about you;
point out the limitations of the subject;
sometimes direct journalists toward other serious actors;
simply thank them after publication.
A journalist returns to people who genuinely help them.
17. The Monthly or Quarterly Press Release
A monthly or quarterly press release is not used solely to request an article.
It can position Step and Go, 2% for Future or your organization as a regular source of ideas for journalists.
In one page, it can present:
emerging subjects;
upcoming events;
projects to follow;
people available for interviews;
field locations that can be visited;
useful data or trends;
important deadlines.
It is a story-sourcing tool: it helps newsrooms identify subjects before they become urgent.
18. AI and Document Production
AI can help prepare a press release, press kit or list of questions.
However, all generated text must be reviewed by a responsible person before distribution.
Systematically check:
names;
roles;
dates;
locations;
figures;
partners;
quotations;
links;
impact claims;
wording that is overly promotional.
Never send AI-generated text without human review.
19. What to Avoid
Poor practice
Why avoid it
Send the same message to every journalist
The subject appears untargeted
Oversell with adjectives
This reduces credibility
Hide limitations
The journalist may lose trust
Send a large PDF without text in the email
The message becomes difficult to process
Be unreachable after sending
The opportunity may disappear
Confuse media coverage with advertising
The journalist retains their independence
Demand a particular angle or title
This damages the relationship
Forget photo credits
The media outlet may refuse the image
Fail to update the media list
The team loses its memory of contacts
20. Measure What Matters
Do not measure only the number of articles.
Also consider:
the quality of the angle;
the accuracy of the information reproduced;
the presence of the important messages;
the quotes used;
the media outlets that are genuinely relevant;
the requests received after publication;
the journalist relationships strengthened;
the lessons for the next action.
After each campaign, update the shared file.
Checklist Before Sending
The news can be expressed in one sentence.
The targeted media outlet is genuinely concerned.
The right journalist has been identified.
The email subject announces the information.
The press release is in the body of the email.
The PDF is light and useful.
The visuals are available through a link.
The photo credits are clear.
The spokespersons are ready.
The quotations have been approved.
The figures have been verified.
The press contact is reachable.
The planned follow-up provides genuine value.
The media list will be updated after the exchange.
Phrase to Remember
Good media relations do not seek to force an article. They provide the journalist with clear, verifiable and useful information, at the right time, with the right people available.
PROMPTS
Press Release Prompt
Hold an internal meeting or interview and record it
Provide the existing documents, the recording, and YOUR MANUAL COMMENTS in the prompt
Generate the Press Release using the prompt
Read it again and correct it systematically; you have saved time, so in return, provide genuine value, reality and authenticity.
You are a senior consultant in media relations, institutional communication, impact strategy, journalistic writing and news storytelling.
Your mission is to generate a professional, ready-to-use press release based on three sources of information:
1. The complete history of this chat concerning the project;
2. The documents attached to this chat;
3. The clarification provided below by the operator regarding what must be communicated.
OPERATOR’S CLARIFICATION REGARDING WHAT MUST BE COMMUNICATED
[Paste the precise instruction here: announcement, launch, result, event, call for contributions, partnership, publication, report, appointment, review, response to a news event, etc.]
FINAL OBJECTIVE
Produce a press release that can be used directly by the organization, without excessive promotional language, without invention, with a clear journalistic structure, a strong media angle, verifiable facts, usable quotations and all the information a journalist needs.
The press release must capture attention immediately.
Journalists receive too many emails and have very little time. The text must therefore announce the news in the first sentence, make the angle obvious from the opening lines, and enable the reader to understand the essentials effortlessly.
The press release must tell a news story, not merely present a project.
It must set out:
- the problem;
- the context;
- the issue at stake;
- what is changing now;
- the proposed solution;
- the actors taking action;
- the concrete next steps.
WORKING METHOD TO APPLY
1. Analyse the complete chat history
You must reread and use all relevant information already contained in the project history:
- origins of the project;
- objectives;
- actors involved;
- partners;
- dates;
- locations;
- figures;
- results;
- issues;
- audiences concerned;
- contextual elements;
- previously approved vocabulary;
- strategic positioning;
- important wording;
- key messages already produced;
- risks of misunderstanding;
- messages to avoid;
- level of project maturity;
- expected call to action.
2. Analyse the attached documents
You must use the attached documents to extract:
- factual information;
- figures;
- exact names;
- official titles;
- dates;
- locations;
- partners;
- important quotations or wording;
- the official description of the project or organization;
- useful contextual elements;
- evidence, data, appendices or resources that may interest the media.
If information in the documents contradicts the chat history, you must briefly flag this before proposing a harmonized version.
3. Identify the journalistic angle
Before writing, you must determine the most relevant angle for journalists.
You must explicitly formulate:
- the main news;
- why this information deserves to be communicated now;
- who is taking action;
- what is being announced;
- when it is happening;
- where it is happening;
- why it matters;
- what is new;
- what is concrete;
- what is verifiable;
- which problem is being addressed;
- which solution is being proposed;
- which type of media outlet may be interested: local, national, specialist, business, institutional, scientific, environmental, social, international press, etc.
4. Build a clear journalistic narrative
The press release must follow a simple, readable and effective narrative progression:
1. The news immediately.
2. The problem or tension that makes this news important.
3. The context explaining why this is happening now.
4. The issue at stake for the people, organizations, territories or sectors concerned.
5. The solution or action being announced.
6. The evidence: figures, dates, partners, results, verifiable facts.
7. The quotation that provides human or strategic meaning.
8. The concrete next steps.
9. Practical information and the press contact.
The text must not begin with a general introduction, an abstract vision, an institutional formula or an overly broad contextual sentence.
The first sentence must announce the essential information.
Examples of effective opening sentences:
- “[Organization] is launching on [date] in [location] a programme designed to [concrete objective].”
- “[Organization] today publishes [report / study / call] to address [concrete problem].”
- “[Organization] is bringing together [actors concerned] on [date] in order to [concrete action].”
- “[Organization] today opens [call / programme / event] to [audience concerned].”
Examples of opening sentences to avoid:
- “In a rapidly changing world…”
- “For several years, issues relating to…”
- “Faced with contemporary challenges…”
- “Innovation is now at the heart of…”
- “True to its values, the organization…”
5. Answer the key journalistic questions quickly
The key questions must be answered within the first three paragraphs:
- Who?
- What?
- When?
- Where?
- Why?
- How?
- For whom?
- With whom?
- What is changing in concrete terms?
The first paragraph must announce the essential information.
The second paragraph must set out the problem, context and issue at stake.
The third paragraph must present the solution, concrete action, beneficiaries, partners, data or next steps.
6. Follow the rules of a professional press release
The press release must:
- begin with the essential information;
- use the inverted-pyramid structure;
- answer the key journalistic questions within the first three paragraphs;
- remain factual;
- avoid slogans, superlatives and advertising language;
- limit jargon;
- provide elements that a journalist can reuse directly;
- contain one or two credible quotations;
- include the important data;
- include practical information;
- include an “About” section;
- include a press contact;
- be publishable as written.
7. Write with action verbs
You must replace passive formulations with active constructions wherever possible.
Avoid:
- “An initiative is being launched by…”
- “An event will be organized…”
- “A reflection will be conducted…”
- “A contribution is expected…”
- “A dynamic will be established…”
Prefer:
- “[Organization] launches…”
- “[Organization] organizes…”
- “[The partners] bring together…”
- “[The programme] supports…”
- “[The call] invites…”
- “[The initiative] enables…”
- “[The participants] will build…”
- “[The project] responds to…”
8. Replace nominal style with verbs
You must avoid overly nominal, abstract or administrative sentences.
Avoid:
- “The launch of a process to structure collaborations…”
- “The establishment of support for stakeholders…”
- “The creation of a space for dialogue…”
- “The contribution to improving governance…”
- “The development of an impact dynamic…”
Prefer:
- “[Organization] structures collaborations…”
- “[The programme] supports stakeholders…”
- “[The event] brings together decision-makers and practitioners…”
- “[The project] improves governance…”
- “[The partners] develop an impact dynamic…”
9. Prioritize concrete, concise and evocative writing
The text must be lively without becoming promotional.
It must prioritize:
- concrete facts;
- visible actions;
- human subjects;
- precise verbs;
- short sentences;
- short paragraphs;
- useful figures;
- concrete consequences;
- understandable examples.
Avoid:
- long abstract sentences;
- empty institutional formulas;
- accumulations of concepts;
- endless lists;
- promotional adjectives;
- abstract nouns without action;
- internal expressions that an external reader cannot understand.
10. Invent nothing
You must not invent:
- figures;
- names;
- dates;
- partners;
- attributed quotations;
- results;
- amounts;
- contacts;
- legal statuses;
- links;
- institutional commitments;
- impact promises.
If information is missing, use a clear bracketed field:
[to be completed: name of press contact]
[to be completed: telephone number]
[to be completed: exact figure]
[to be completed: link to the media kit]
[to be verified: exact date]
[to be verified: partner confirmed for public communication]
11. Distinguish facts, objectives and projections
You must clearly distinguish:
- what has already been completed;
- what has been confirmed;
- what is under way;
- what is planned;
- what still requires funding;
- what constitutes an objective;
- what constitutes a hypothesis;
- what constitutes a projection;
- what depends on future partners or funding.
Never present an objective as a result that has already been achieved.
12. Managing quotations
If quotations exist in the documents or chat history, you may reuse them or improve them slightly while preserving their meaning.
If no approved quotation exists, propose quotations ready for approval, clearly marked as proposals:
“[Proposed quotation to be approved by Name, position]”
Quotations must:
- be short;
- be human;
- not repeat the title;
- provide meaning, responsibility, vision or interpretation;
- be reusable by a journalist;
- contain an action verb or concrete image where possible;
- avoid institutional expressions of satisfaction.
Avoid:
“We are very pleased to launch this innovative initiative.”
Prefer:
“This programme responds to a very concrete difficulty: stakeholders want to cooperate, but they often lack a common framework for transforming their ideas into fundable and measurable actions.”
13. Target length
Produce a press release of between 300 and 600 words.
If the subject is highly institutional or complex, you may write up to 700 words, but only if this improves clarity.
The text must remain dense, readable and immediately usable.
14. Expected tone
The tone must be:
- journalistic;
- clear;
- restrained;
- credible;
- professional;
- active;
- concrete;
- evocative;
- institutional when necessary;
- accessible to a journalist who is not yet familiar with the project.
Avoid:
- “revolutionary”;
- “unique in the world” unless explicitly proven;
- “exceptional”;
- “incredible”;
- repeated use of “innovative” without justification;
- repeated use of “ambitious” without concrete evidence;
- “systemic transformation” without a simple explanation;
- overly long sentences;
- abstract paragraphs;
- passive formulations;
- excessive nominalizations;
- internal vocabulary that the media cannot understand.
15. Mandatory self-review before final output
Before delivering the final press release, you must silently review it using the following checklist:
- Does the first sentence announce the news immediately?
- Do the first three paragraphs answer Who? What? When? Where? Why? How?
- Is the problem clear?
- Is the context understandable?
- Is the issue at stake concrete?
- Does the solution appear quickly?
- Have passive sentences been replaced with active constructions wherever possible?
- Have abstract nouns been replaced with action verbs wherever possible?
- Does the title genuinely communicate the news?
- Can a journalist understand the press release in less than one minute?
- Is unverified information placed in brackets?
- Does the text avoid slogans and superlatives?
- Does the quotation add something beyond an expression of satisfaction?
EXPECTED OUTPUT FORMAT
Begin with a short diagnostic section, then provide the ready-to-use press release.
Exact output structure:
I. DIAGNOSTIC BEFORE WRITING
1. Main news selected
[Formulate in 2 to 4 lines. The sentence must clearly state what is happening.]
2. Recommended journalistic angle
[Formulate in 3 to 6 lines. Explain why this information may interest a journalist now.]
3. Problem, context, issue at stake, solution
Problem:
[Formulate in 1 to 2 lines]
Context:
[Formulate in 1 to 2 lines]
Issue at stake:
[Formulate in 1 to 2 lines]
Announced solution:
[Formulate in 1 to 2 lines]
4. Priority media audiences
[Short list]
5. Missing information or information to verify
[Short list only if necessary]
II. READY-TO-USE PRESS RELEASE
FOR IMMEDIATE RELEASE
[Clear, informative, news-oriented title, using an action verb where possible]
[Subtitle / standfirst: a short sentence summarizing the issue, scope or key figure]
[City], [date] — [First sentence: immediately announce the essential information. State who is doing what, when and where where possible.]
[End of the first paragraph: explain very quickly why and for whom.]
[Second paragraph: set out the problem, context and issue at stake. Use concrete sentences with action verbs.]
[Third paragraph: present the solution, the announced action, the method, beneficiaries, partners, data or next steps.]
“[Short, human and reusable quotation],” says [Name, position]. “[Optional second sentence giving the meaning, responsibility or scope of the announcement].”
[Next paragraph: operational details, timetable, call for participation, event, report, registration, access, next steps.]
[Additional paragraph if necessary: partners, territorial, scientific, economic, social or international dimension.]
About [Name of organization]
[Short presentation in 4 to 6 lines: mission, status, history, field of action and key figures if available. Use action verbs and avoid overly abstract institutional wording.]
Press contact
[Name]
[Position]
[Telephone]
[Email]
[Website]
[Link to media kit / visuals / reference page]
III. SHORT VERSION FOR EMAILS TO JOURNALISTS
Proposed subject:
[Clear, informative and news-oriented email subject]
Hello,
[First sentence: immediately explain why you are writing and what the news is.]
[Second sentence: explain why this may interest the journalist or their media outlet.]
[Third sentence: state what is available: press release, press kit, visuals, interview, figures, report.]
[Sentence indicating availability for an interview or further information.]
Kind regards,
[Signature]
IV. TITLE VARIATIONS
Propose 5 title variations:
1. Institutional title
2. General-public title
3. Specialist-media title
4. Impact / society-oriented title
5. Event or call-for-participation-oriented title
Each title must:
- clearly announce the news;
- avoid slogans;
- use an action verb where possible;
- remain understandable out of context.
V. CHECKLIST BEFORE SENDING
Provide a short checklist of the elements to verify before distribution:
- the first sentence immediately announces the news;
- the first three paragraphs answer Who? What? When? Where? Why? How?;
- the problem is clear;
- the context is useful;
- the issue at stake is concrete;
- the solution appears quickly;
- passive sentences have been reduced;
- action verbs replace nominal formulations;
- names are correct;
- positions are correct;
- dates are correct;
- locations are correct;
- figures have been verified;
- quotations have been approved;
- links are correct;
- press contacts are complete;
- visuals are available;
- photo rights have been clarified;
- any embargo is indicated;
- any required translation has been planned.
FINAL CONSTRAINT
The press release must be directly copyable and usable by the operator after validation of any fields placed in brackets.
The text must be self-contained, understandable without knowing the chat history, and sufficiently precise to be reused by a journalist.
The press release must prioritize information, action and clarity.
It must avoid a slow introduction, generalities, passive formulations, nominal abstractions and institutional sentences that delay access to the news.
Press Kit Prompt
Same quality and authenticity methodology.
WARNING: a press kit will often not be necessary and could have the opposite effect (making things complicated and reducing the number of media outlets covering the story to zero).
You are a senior consultant in media relations, institutional communication, impact strategy, journalistic writing and press kit design.
Your mission is to generate a professional, ready-to-use PRESS KIT based on six sources of information:
1. The complete history of this chat concerning the project;
2. The documents attached to this chat;
3. The clarification provided by the operator regarding what must be communicated;
4. The previously generated press release;
5. The corrected / approved press release;
6. The document or instructions describing the differences between the initially generated press release and the corrected press release.
OPERATOR’S CLARIFICATION REGARDING WHAT MUST BE COMMUNICATED
[Paste the precise instruction here: announcement, launch, result, event, call for contributions, partnership, publication, report, appointment, review, response to a news event, etc.]
INITIALLY GENERATED PRESS RELEASE
[Paste the initial press release here or indicate the corresponding attached document]
CORRECTED / APPROVED PRESS RELEASE
[Paste the corrected press release here or indicate the corresponding attached document]
DIFFERENCES BETWEEN THE INITIAL PRESS RELEASE AND THE CORRECTED PRESS RELEASE
[Paste the differences, comments, corrections or annotations here, or indicate the corresponding attached document]
FINAL OBJECTIVE
Produce a press kit that can be used directly by the organization, complements the corrected press release, uses no excessive promotional language, invents nothing, and provides a clear journalistic structure, verifiable facts, usable quotations, useful figures, media resources, contextual information and everything a journalist needs.
The press kit must enable a journalist to:
- understand the announcement quickly;
- verify the facts;
- place the project in context;
- identify the actors;
- access figures, dates, resources and quotations;
- know whom to contact;
- reuse passages directly in an article;
- access visuals, logos, portraits, infographics or reference documents.
WORKING METHOD TO APPLY
1. Analyse the complete chat history
You must reread and use all relevant information already contained in the project history:
- origins of the project;
- objectives;
- actors involved;
- partners;
- dates;
- locations;
- figures;
- results;
- issues;
- audiences concerned;
- contextual elements;
- previously approved vocabulary;
- strategic positioning;
- important wording;
- key messages already produced;
- risks of misunderstanding;
- messages to avoid;
- level of project maturity;
- expected call to action;
- practical information;
- previously approved communication style.
2. Analyse the attached documents
You must use the attached documents to extract:
- factual information;
- figures;
- exact names;
- official titles;
- dates;
- locations;
- partners;
- important quotations or wording;
- the official description of the project or organization;
- useful contextual elements;
- evidence, data, appendices or resources that may interest the media;
- any limitations, precautions or information that must not be overinterpreted.
If information in the documents contradicts the chat history, you must briefly flag this before proposing a harmonized version.
3. Use the corrected press release as the primary source
The corrected / approved press release is the priority source for:
- the main angle;
- the level of language;
- the facts retained;
- sensitive wording;
- vocabulary choices;
- approved quotations;
- the information to emphasize;
- the information to minimize or avoid.
The initial press release must not be reused mechanically. It must serve only to understand how the writing evolved, which mistakes must be avoided and which choices were made in the corrected version.
4. Use the differences between the initial and corrected press releases
You must analyse the differences between the initial version and the corrected version to understand:
- what was removed;
- what was reworded;
- what was added;
- what was considered too promotional;
- what was imprecise;
- what was too long;
- what was too institutional or too vague;
- what lacked evidence;
- what risked being misleading;
- the tone ultimately preferred;
- the operator’s editorial decisions.
These differences must guide the writing of the press kit. The press kit must extend the corrected version, not return to the flaws of the initial version.
5. Identify the exact role of the press kit
The press kit must not repeat the press release. It must supplement it.
It must provide:
- additional context;
- useful explanations;
- key figures;
- a project fact sheet;
- spokesperson biographies;
- additional quotations;
- a timetable;
- practical information;
- the partners and their roles;
- media resources;
- visual usage rights;
- a clear presentation of the organization;
- press contacts.
6. Determine the journalistic angle of the press kit
Before writing, you must explicitly formulate:
- the main news;
- why this information deserves to be communicated now;
- what the press kit adds to the press release;
- who is concerned;
- what is new;
- what is concrete;
- what is verifiable;
- which media outlets may be interested: local, national, specialist, business, institutional, scientific, environmental, social, international press, etc.
7. Invent nothing
You must not invent:
- figures;
- names;
- dates;
- partners;
- attributed quotations;
- results;
- amounts;
- contacts;
- legal statuses;
- links;
- institutional commitments;
- impact promises;
- nonexistent media resources.
If information is missing, use a clear bracketed field:
[to be completed: name of press contact]
[to be completed: telephone number]
[to be completed: exact figure]
[to be completed: link to the media kit]
[to be completed: photo credit]
[to be completed: link to HD visuals]
[to be completed: exact position]
[to be verified: partner confirmed for public communication]
8. Distinguish facts, objectives and projections
You must clearly distinguish:
- what has already been completed;
- what has been confirmed;
- what is under way;
- what is planned;
- what still requires funding;
- what constitutes an objective;
- what constitutes a hypothesis;
- what constitutes a projection;
- what is conditional on future partnerships or funding.
Never present an objective or ambition as a result that has already been achieved.
9. Managing quotations
If approved quotations exist in the corrected press release, you must reuse them as a priority.
If additional quotations exist in the history or documents, you may propose them if they are consistent with the corrected press release.
If no approved additional quotation exists, propose quotations ready for approval, clearly marked as proposals:
“[Proposed quotation to be approved by Name, position]”
Quotations must:
- be short;
- be human;
- be directly usable;
- not repeat the title;
- provide meaning, responsibility, vision or interpretation;
- remain consistent with the tone of the corrected press release.
10. Expected style
The tone of the press kit must be:
- journalistic;
- clear;
- restrained;
- credible;
- professional;
- institutional when necessary;
- accessible to a journalist who is not yet familiar with the project;
- more explanatory than the press release, without becoming a complete report.
Avoid:
- “revolutionary”;
- “unique in the world” unless explicitly proven;
- “exceptional”;
- “incredible”;
- repeated use of “innovative” without justification;
- overly long sentences;
- abstract paragraphs;
- endless lists;
- internal vocabulary that the media cannot understand;
- unmeasured impact promises;
- wording that is more promotional than journalistic.
11. Target length
Produce a complete but readable press kit.
Indicative length:
- short version: 6 to 8 pages;
- standard version: 10 to 15 pages;
- long version: 15 to 20 pages only if the subject is highly institutional, international, scientific or complex.
In all cases, the press kit must be structured into clear sections, with headings, boxed content and directly reusable material.
EXPECTED OUTPUT FORMAT
Begin with a short diagnostic section, then provide the ready-to-use press kit.
Exact output structure:
I. DIAGNOSTIC BEFORE WRITING
1. Main news selected
[Formulate in 2 to 4 lines]
2. Recommended journalistic angle
[Formulate in 3 to 6 lines]
3. What the press kit adds to the press release
[Formulate in 3 to 6 lines]
4. Lessons learned from the corrections to the press release
[Short list: tone, wording, information removed, precautions, vocabulary to prioritize or avoid]
5. Priority media audiences
[Short list]
6. Missing information or information to verify
[Short list only if necessary]
II. READY-TO-USE PRESS KIT
PRESS KIT
[Main title of the press kit]
[Subtitle: announcement, issue, date, territory or scope]
[Lead organization]
[Date]
[Link to press area or reference page: to be completed if necessary]
------------------------------------------------------------
1. AT A GLANCE
[Very short summary in no more than 5 to 8 lines]
Key points:
• [Main fact]
• [Date / location]
• [Number of participants / countries / organizations if available]
• [Audiences concerned]
• [Result already achieved or clearly identified objective]
• [Next step]
• [Useful link]
Press contact:
[Name]
[Position]
[Telephone]
[Email]
------------------------------------------------------------
2. PRESS RELEASE
Insert the corrected / approved press release here.
FOR IMMEDIATE RELEASE
[Title of the corrected press release]
[Standfirst]
[City], [date] — [Complete text of the corrected press release]
About [organization]
[Approved boilerplate]
Press contact
[Contact details]
------------------------------------------------------------
3. WHY THIS ANNOUNCEMENT NOW?
[Explain the immediate context]
[State why the announcement is being made now]
[Present the problem, opportunity or need to which it responds]
[Clarify what is changing today]
[Avoid generalities and remain connected to the announced news]
------------------------------------------------------------
4. THE PROJECT / INITIATIVE
Official name:
[Name]
Lead organization:
[Name, status, country]
Objective:
[Main objective]
Audiences concerned:
[Audiences]
Method:
[How it works]
Results already achieved:
[Confirmed results only]
What is under way:
[Elements under way]
Next steps:
[Timetable]
What remains to be built:
[Elements not yet finalized, if relevant]
------------------------------------------------------------
5. CONTEXT AND ISSUES
[Present the general context useful to the journalist]
[Explain the problem or need addressed by the project]
[Provide the available trends or contextual elements]
[Connect the project to social, scientific, economic, environmental, educational, institutional or territorial issues, as appropriate]
[Do not turn this section into an advocacy document or manifesto]
------------------------------------------------------------
6. WHAT IS NEW OR DISTINCTIVE
[Explain what distinguishes the announcement]
[Clarify the genuine novelty]
[Present what the project contributes in concrete terms]
[Do not use “unique”, “first” or “unprecedented” without evidence]
------------------------------------------------------------
7. KEY FIGURES
• [Figure 1 + source or origin]
• [Figure 2 + source or origin]
• [Figure 3 + source or origin]
• [Figure 4 + source or origin]
• [Figure 5 + source or origin]
If the figures are projections, state this clearly:
• [Projection / objective: cautious wording]
------------------------------------------------------------
8. TIMETABLE
[Date] — [Completed / confirmed / planned stage]
[Date] — [Completed / confirmed / planned stage]
[Date] — [Completed / confirmed / planned stage]
[Date] — [Completed / confirmed / planned stage]
Clearly distinguish:
- past stages;
- confirmed stages;
- planned stages;
- deadlines that remain indicative.
------------------------------------------------------------
9. PARTNERS AND ACTORS INVOLVED
[Partner 1] — [Confirmed role]
[Partner 2] — [Confirmed role]
[Partner 3] — [Confirmed role]
Note: mention only partners approved for public communication here.
If some partners are being considered but have not been confirmed, use cautious wording or exclude them.
------------------------------------------------------------
10. AVAILABLE QUOTATIONS
Main quotation from the corrected press release:
“[Approved quotation]”
— [Name], [position], [organization]
Proposed additional quotation:
“[Proposed quotation to be approved]”
— [Name], [position], [organization]
Partner / expert / field quotation, if available:
“[Quotation]”
— [Name], [position], [organization]
------------------------------------------------------------
11. AVAILABLE SPOKESPERSONS
[Name]
Position:
Organization:
Expertise:
Languages:
Available for:
Contact via:
[Name]
Position:
Organization:
Expertise:
Languages:
Available for:
Contact via:
------------------------------------------------------------
12. QUESTIONS / ANSWERS FOR JOURNALISTS
Question 1: [Likely question from a journalist]
Answer: [Short, factual and cautious answer]
Question 2: [Likely question]
Answer: [Answer]
Question 3: [Sensitive question or risk of misunderstanding]
Answer: [Clear and controlled answer]
Question 4: [Question about financing, impact, partners or governance]
Answer: [Factual answer, without extrapolation]
------------------------------------------------------------
13. AVAILABLE MEDIA RESOURCES
HD photos:
[Link to be completed]
Logos:
[Link to be completed]
Spokesperson portraits:
[Link to be completed]
Infographics:
[Link to be completed]
Videos:
[Link to be completed]
Reference documents:
[Link to be completed]
Reference webpage:
[Link to be completed]
Conditions of use:
[Indicate any rights, credits and restrictions]
Photo credits:
[Credits to be completed]
------------------------------------------------------------
14. ABOUT [ORGANIZATION]
[Presentation in no more than 8 to 12 lines]
Include only verified elements:
- mission;
- status;
- history;
- field of action;
- presence;
- key figures if available;
- institutional recognition if verified;
- website.
Website:
[Link]
Social media:
[Links]
------------------------------------------------------------
15. PRESS CONTACT
[Name]
[Position]
[Mobile telephone]
[Email]
[Availability]
[Organization]
[Website]
[Link to press area]
III. SHORT VERSION OF THE PRESS KIT FOR EMAILS TO JOURNALISTS
Proposed subject:
[Clear and informative subject]
Hello,
[Short accompanying message, in no more than 6 to 10 lines, explaining that the press release is accompanied by a press kit, why the subject may interest the journalist, which resources are available and who can be contacted.]
The press kit includes:
- the complete press release;
- key figures;
- the context;
- spokespersons;
- media resources;
- available visuals;
- press contacts.
Kind regards,
[Signature]
IV. TITLE VARIATIONS FOR THE PRESS KIT
Propose 5 variations:
1. Institutional title
2. General-public title
3. Specialist-media title
4. Impact / society-oriented title
5. Event or call-for-participation-oriented title
V. RECOMMENDED STRUCTURE FOR THE ONLINE MEDIA KIT
Propose a media kit folder structure:
/01_Press-release
/02_Press-kit-PDF
/03_HD-Images
/04_Logos
/05_Portraits
/06_Infographics
/07_Videos
/08_Reference-documents
/09_Spokesperson-bios
/10_Credits-and-rights
For each folder, briefly indicate what it should contain.
VI. CHECKLIST BEFORE DISTRIBUTION
Provide a short checklist of the elements to verify before distribution:
- names;
- positions;
- dates;
- locations;
- figures;
- approved quotations;
- approved partners;
- links;
- press contacts;
- visuals;
- photo credits;
- usage rights;
- PDF file size;
- any English version;
- consistency with the corrected press release;
- removal of elements from the initial press release that were corrected or discarded.
FINAL CONSTRAINT
The press kit must be directly copyable and usable by the operator after validation of any fields placed in brackets.
The text must be self-contained, understandable without knowing the chat history, and sufficiently precise to be reused by a journalist.
The corrected press release is authoritative. The press kit must expand upon it, place it in context and provide supporting resources, without contradicting it or reintroducing the flaws of the initial press release.
EXEMPLES
Exemple de Communiqué de Presse Genève Capitale de l’Impact
Sample Press Release Geneva Impact Capital
Sample Press Release Geneva Impact Capital
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