Successful transport decision-making - Osmose

Vol 2 - Table of Contents
Designing a press pack
Consider including the following elements in a press pack:
A press release
Identify the key messages you want to communicate. The
press release should be informative, coherent and concise.
Next
Contents page
Provide a description of additional and supportive information
presented in the press pack. Use clear and short headings.
Background information
Only include information which is important and useful to the
journalist. This should be well organised and easy to read.
Consider including bullet point summaries of reports and key
documents.
Printed materials
You may want to include recent newsletters, fact sheets or
brochures in press packs. Ensure all materials are as up-todate
as possible.
Graphics
Graphics are a powerful way of communicating a message or
argument and can make written material more visually
interesting. Use good quality diagrams and photographs.
Contact details
Provide journalists with information on who to contact if they
would like further information. Provide phone numbers, email
address and office hours of the contact.
CDs and online press packs
An alternative to paper based press packs is to produce CDs
or deliver press packs on-line. Consider the following issues if
you are planning to use either of these techniques:
Online press packs
Press packs can be continually updated online;
Using the internet can reduce printing costs
associated with paper-based press packs; and
The internet potentially exposes press packs to more
people, not just your core media contacts.
Tips
Promote the website and online press packs;
Ensure information is well organised and can be
easily found on the website;
Ensure information can be easily printed out from
website pages;
Ensure information is regularly updated;
Do not use too many graphics as these can
considerably slow internet speed and affect the
ability to download or print information; and
Provide contact details for obtaining further
information.
CD press packs
CDs ensure that journalists are not over burdened
with large quantities of paper documents; and
CDs can be produced at very low cost.
Tips
Ensure CDs are clearly labelled with the name or
contact details of the organisation and the CD’s
contents;
Ensure CDs are easy to navigate around;
Include key material on the CD, don’t include too
much information; and
Consider whether paper based press packs should
also be made available.
Practical Information
Who participates and how?
The project manager will need to identify the key
messages and material required for the press pack.
Press officers (if they are available) will need to be
consulted on the structure, layout and content of the
pack. Journalist contacts will be required in order to
disseminate the press pack appropriately.
How much does it cost?
Press packs are a relatively low cost project expense.
Staff time will be required for the compilation and
collection of materials and some costs will be incurred
with the production of folders and printed materials.
CDs can be produced at low cost and consideration
should be given as to whether photocopying written
materials or using CDs is more cost effective, in terms
of material costs and staff time. If the website is
already set up, delivering online press pack can be
relatively inexpensive.
What skills are required?
An understanding of what journalists/editors require
from the press pack is essential. Staff will need to be
well informed about the project and have excellent
writing skills to be able to compile coherent
information for a press pack.
How is it used with other techniques?
Material produced for a press pack can be used for
other engagement techniques, such as newsletters,
exhibitions, public meetings and websites.
What are the drawbacks?
The material you have prepared will not always be
used by a journalist. Consider carefully how much
money and time should be allocated to produce the
press pack.
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