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press release

The ideal press release is out in less than 48 hours after news breaks and has no more than 3000 word vocabulary, except for terms that are already defined in the Party policy and which are actively being positioned with the public as meaningful and current strategic initiatives of the Party. It quotes at least two Party officers, at least one of whom ran in the last election and both of whom are expected to run in the next one, ideally both with issue advocate or actual legislator (MP or legislation author) status.

See press release protocol and generic press protocol

constraints


time


The ideal news-driven press release is out only 48 hours after news breaks - 24 hours if the issue has well-established positions already in current press materials - perhaps as little as 4 to 6 hours during an election - see election war room? on this. Press deadlines set this constraint. Knowing which reporters are working on which stories is absolutely essential to "get a quote in". Note: this is not a press release issue but a question of who will contact press? and/or wrangle press? to get coverage on an issue.

On ongoing/chronic issues or events or problems permit much more leisurely review of options and should involve the whole party in a process of answer recommendation if possible - the list of policy terms used should be carefully chosen.

scope


No more than one or at most two of the current list of platform proposals should be featured in any given release.

simplicity


Press materials should ideally rely on no more than 3000 word vocabulary, except for terms that are already relied upon or defined in the Party policy and which are actively being positioned with the public as meaningful and current strategic initiatives of the Party. Every impression must be given that these phrases are solid, well-defined, and ordinary parts of language that the reporter already must know.

The list of platform proposals provides some good examples of how to name proposals to be self-explanatory to the press or public. Press releases must amplify and reiterate these words, and these must be the words used in any sound bite?s or even voice mail? messages left with the press. Anything else is off-message? and will work to the detriment of the Party.

publicity


The press protocol must maximize knowledge of, and contact with, Party Issue Advocates. It is simply wrong to quote only the Leader - such releases must be rejected. There is ALWAYS someone else to quote who needs the exposure.

Quote at least two Party officers, at least one of whom ran in the last election and both of whom are expected to run in the next one, ideally both with Issue Advocate or actual legislator (MP or legislation author) status. Their statements must differ enough from each other and contrast the same issue.



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