The press release is old technology par excellence, but can scarcely be bettered, even in the days of the Internet. Indeed, the Internet (whether through a web site or an email listserver) is often nothing more than a sophisticated means for distributing an old-fashioned press release.

From the point of view of the electoral authorities, the value of the press release is that they have control over what is being distributed to the media and can therefore determine its accuracy. For the media, of course, it means that the information is authoritative and that they have no excuse for misreporting it.

Press releases are obviously particularly useful for conveying information such as statistical data, verbatim statements, or lists of candidates - information that is tedious to relay in any other way, and where there is a danger that errors could creep in if the information were relayed orally.

Press releases can be distributed by a variety of means: hand delivery, fax, post, or posting on the notice board of a media centre, as well as by email. They may often accompany press conferences as a way of ensuring that detailed information is recorded accurately.

There is a delicate balance in how often to issue press releases. The danger of too many is that the media will lose interest. The danger of not enough is that the press officer will be left constantly responding to questions. The precise balance will be a matter for his or her judgment.

Writing a Press Release

This is why EMBs need a press officer - and why he or she should be a trained journalist. The technique of a press release is essentially the same as that for a news story in a newspaper. Journalists in most countries are trained to write stories in an "inverted pyramid" style, starting with a lead paragraph that conveys the essence and essential fact of the story, which is then developed in detail in subsequent paragraphs. Aside from making it clear to the reader from the outset what the story (or press release) is about, this also allows the item to be cut from the bottom upwards, without losing its essence. And that is how a press release should be too.

Like a good news story, a press release should be presented in plain language, not jargon. The average journalist does not necessarily have an attention span any longer than the average newspaper reader, so it is not safe to assume that they will read the press release come what may.

But the major reason for writing a press release like a news story is to have a written record. There also is a hope that it will be used directly in the newspaper. For this reason, keep the release short (and print it double-spaced so that there is room on it for sub-editor's marks). In poorer countries, where editors often scramble to fill their papers each day, they may be grateful for a ready-made piece of well-written copy.

Finally, make certain it is proofread carefully by one or more responsible senior staff members to ensure that it is absolutely correct in every detail.