Resources

Download an example press release for the allergy screening service.

Press release example
 

Key points

 

Format and layout

  • Head it 'Press Release' or 'News Release' and put the date on the top.
  • Type 'End' at the foot of the release.
  • Put your name, address and contact numbers (preferably for both day and evening) at the top or bottom of the press release.
  • Stick to one page of A4, if possible.  If you have to go to two pages, type 'more' at the bottom of the first page.  This is not relevant if you email the release, but gives you a guide for length.
  • Do not send your release as an attachment email.  Like you, journalists are very pressed for time and won't open them.  However, if you want to add a photograph, it must be sent as an attachment, preferably in jpg or eps format, with a resolution of at least 300 dpi and not too heavy on memory - ideally below 1mb.

Content

  • Keep the press release clear, factual and concise. Avoid descriptive terms, clichés, or fancy adjectives.
  • Put your main point of interest first.  Add background lower down in the order of importance - least important last.
  • Give the release a clear title, e.g. 'Local MP opens pharmacy' or 'Local pharmacy under threat'.
  • Include local information/statistics/anecdotes where possible; this is the magic ingredient for local media.
  • If appropriate, provide a quote, either from yourself or a relevant representative in the local community.  Bear in mind that quotes should add something to the story.

Giving talks

Potential audiences who are likely to welcome the offer of a talk from a local pharmacist include: 

  • Schools and colleges, women's institutes, local government
  • Local health authorities
  • Local businesses
  • Other health professionals e.g. doctors, nurses, health visitors and dentists
  • Consumer groups
  • Retirement homes
  • Local branches of charities/patient support groups
  • Mother and toddler groups
  • Local chamber of commerce
  • Local political associations

Your local library will be a good source of information about local groups and organisations.  Why not call one or two up and offer to give a talk?  You could take the opportunity to explain the wide variety of services available from pharmacy - and describe those that you offer.

What a member told us

Steve Brill is the owner and pharmacist of Falconer's Chemist in St Albans.  Steve became involved with the launch of the Ask About Medicines: As We Grow Up Lesson pack at the London Colney JMI.  This pack, suported by the NPA and the Department of Health is designed to encourage children to take more control of their health and get them to ask more questions about medicines - an attitude we hope they will take with them in adult life.

The pack can be used by healthcare professionals such as pharmcists to deliver sessions in schools and is available free to download.  The pack complements the national curriculum and covers key stages 1,2 and 3.

Below are a few questions the editor of InTouch put to Steve on his experiences of the day and why it is important to engage with the young about medicines.

Why do you feel it is important to speak to children about their health?
I think we carry the lessons we learn early on in our childhood with us throughout our lives.  So giving children some sound understanding about the whys and wherefores of the medicines they might be taking will stand them in good stead to make sound, responsible choices and have a sensible attitude towards the use of their medicines in year to come.

How did you get involved with the Ask About Medicines campaign?
I was approached by the Ask About Medicines team to be involved with the launch of the children's pack, and I was delighted to be able to help out.

How much of the day is taken up?
I spent most of the morning visiting the school, talking to the teachers about the project and about an hour with the children.

What did you do to prepare for the day?
Obviously I studied the materials.  But as I also had no experience in dealing with primary school children in a classroom setting, I quizzed a couple of teachers I knew so that I had some idea of what might be expected of me.  Despite that I was very nervous of what challenges the day might set me.

Any benefits you felt that you have got out of the day/any suprises?
In the end, I thoroughly enjoyed the experience.  I was worried that the children just wouldn't find the material that interesting.  But they were fascinated and asked lots of really interesting questions, and the activities really engaged them.  At the end of the day, one of the boys even said he wanted to be a pharmacist when he grew up!

Any tips for pharmacists speaking to schools and school children?
Relax.  Keep it simple, and don't try and do too much.  Don't miss out if you get the opportunity like this.  It's very different from what we do on a day-to-day basis and is very refreshing, and lots of fun.