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The seven-point formula

Here is a well-triedformula for checking datato be included in a release, for which its' creator Frank Jefkins is well-known.

1. Subject— what is the story about?

2. Organisation — what is the name of the organisation?

NEWS fromAce Products

Headline

Opening paragraph: summary of whole story: subject in first few words; brief name of organisation; location; highlight of story

' Advantages: what is new, different

Applications: uses and users

Details: specifications, prices

Source of product or service: full name, address, telephone number of supplier

Writer's name

Date Se­rial No.

Name, address, telephone no. organisation or PR Consultancy

3. Location — where is the organisation located?

4. Advantages— what is new? What are the benefits?

5. Applications — what are the uses? Who are the users?

6. Details — what are the sizes, colours, prices, performance fig­ures or other details?

7. Source — is this different from location. Location might be where the work is done, source will be the head office address.

The importance of the formula can be explained as follows:

• The formula provides a checklistof data required before writ­ing the release.

• It is a plotfor the release, showing the sequenceof informa­tion.

• It provides a checklist to use after writing the release, so that the writer can see whether any important information has been forgotten. An editor should not have to telephone and ask for some important information.

• The formula does not mean that there should be as many as sev­en paragraphs, or no more than seven paragraphs. It only pro­posesa sequence of information.

• The first paragraph should tell the subject; the name of the or­ganization, the location, and the highlightsfrom the story. The highlights could be the subject.

• The final paragraph should tell the full name, address and tele­phone number of the organisation. The release should be dated. If releases are issued often they should be given serial numbers.PR TOOLBOX

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