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2016-03-31 | Communication

Harmonious and coherent communication is vital for the project's success. In the topic you will learn basics for promoting your cause in media and about CLEEN project requirements for communications.

Press release - is a brief informative message about an event. Today it is one of the fastest and most effective communication methods of public organizations and the media in the information space.

Quality press release - first of all, is a reason for an article, its main task is to report the news, so it becomes interesting for journalists and they could write their own material (reports, interviews, investigations) based upon your press release.

Before you sit down to write a press release, ask yourself whether your news is really the news, what is your audience, what would you like to change by your press release, and how is your information valuable and unique. When you write, it will help you understand what is your press release to be about and express thoughts in the more structured way.

Information reasons for writing a press release can be various:

  • events - for example, such as the President's speech in the UN General Assembly or presentation of energy efficiency program by local officials in the region for several years;
  • trend or tendency - events that are repeated periodically;
  • comments of famous figures, social activists and representatives of the local authorities about issues of tour concern, cycling activity development in the city, for instance;
  • publication of research on different subjects.

Journalists and editors receive many letters every day. You can increase your chances of your press release for publication, if you strictly adhere to a press release writing structure. The less time an editor spends on your news editing, the higher chances are that it will be published.

The structure of the press release consists of "inverted pyramid": the most important information is placed at the beginning, and then the details follow. Based on this principle, the press releases consist of the following main parts:

Headline - a mandatory component of the press release. It affects whether the reader will continue to read the news, so the headline should be short (6-8 words), bright, memorable and contain the main idea of the message. Do not use commas in the headlines, make it bold.

The main message - lead - 2-3 phrases that contain the main message of the press release, they extendedly repeat and reveal the headline. Tip how to formulate the right lead is in the answers to the following questions 6W (What? Who? When? Where? Why? How?). After having read the lead, a reader decides whether they will finish reading the news.

The main part of the press release contains a detailed description of an issue. It sets out facts, figures, and comments. It is important that all information is to be verified and correct. Proposals should be short, easy to read, and written in an easy style.

Quotes - they add liveliness to the press release, volume, make it more interesting. All citations in the text must be coordinated. It is important that expert who owns the quote was available for journalists for 2-3 days after emailing the press release for making possible comments. The text must be printed in italics or bold.

Prehistory - is a background information and brief context of the event. It describes everything that might interest the journalists and will explain your story in more details.

Add-ons - this part of the press release contains any useful information: links to case studies, publications; photos and videos; information on projects, experts, and organizations that were mentioned in the press release; transcripts and explanation of acronyms.

Contacts - phone, fax, e-mail, corporate website, contact person for the media, and their position.

General recommendations:

  • Quality press release must be concise. Optimally volume - one A4 page;

  • Remember the visual perception: highlight paragraphs, headings, quotes - the text will be much better perceived by the reader;

  • Grammar is very important for the credibility of the information that you send, and to you in particular. Several times re-read before publishing a press release, ask colleagues to review and correct any errors in the text;

  • Print press releases (those related directly to your activity) on letterhead - it will add an importance to your news and will help creating a positive image of the organization;

  • Send out your press release with the bright, high-quality pictures from the event - this will significantly increase the likelihood of your message publication.

Tips for the press release distribution:

  • Send the press release letters to journalists in this morning at the beginning of the week;

  • Copy the text of the press release into the body of the letter, do not sent it only as an attachment, because different media may use different software to work with documents;

  • Select the most important event, if you have multiple events and several press releases. By sending one news instead of three, you increase the possibility of your press release to be published;

  • Avoid excessive emotions and use of exclamation marks (!!!!), for example;

  • Email your press releases on a regular basis, otherwise you'll be forgotten;

  • Consider the specifics of publishing media, where you are sending your press release. Sometimes you need to rewrite the material, so it becomes interesting to a specific audience.

Before you send your press release, make sure that it is published on your corporate resource. Otherwise, if you are not interested in publishing this news, why others should?

Communications in CLEEN Project

Text information

In accordance with the requirements of the European Union regarding visualization and communication in projects that they finance, each publication highlighting the work in CLEEN should have a logo and the EU disclaimer.

Requirements of the European Union regarding visualization and communication in projects that they finance

Requirements have been designed to improve the awareness of certain target audiences and the general public about the causes and details of the project, which is being implemented and financially supported by the EU. All information on how to correctly represent the European Union in its project activities is provided in the Communication and Visibility Manual of external projects of the European Union.

The EU Logo


It's one of the basic visualization elements of the EU, so the specific requirements apply here. European Union Flag should be presented in a prominent position on all printed materials produced by the project.

It's recommended to place the EU logo in the top left corner or at the bottom of the page.

The EU logo placement patterns in different types of printing can be found in he Communication and Visibility Manual of external projects of the European Union:

It is important that the official colors of the EU flag have been used in the logo:

  • Pantone Reflex Blue - for a field rectangle;
  • Pantone Process Yellow - for stars.

Changes in forms, colors, proportions or the use of poor-quality image in the logo are unacceptable. Detailed information on how to properly use the EU flag can also be found in this manual.

Download the official logo of the European Union:

NB! A reference should be placed near the EU flag logo "This project is funded by the European Union".

Website produced by the project should have a separate section with the EU logo, disclaimer, brief information about the EU, and ongoing project information.


The European Union is not responsible for the publications of the partners in the project, so the printed materials (studies, booklets, manuals, and leaflets) should have a disclaimer near the EU logo in a visible place with the following content:

"This publication has been prepared with the support of the European Union. The contents of this publication are the sole responsibility of <name of the author / contractor / partner / international organization> and does not reflect the European Union's point of view."

Disclaimer and the EU logo should be presented in audio, video and video visual products. In this case, the disclaimer should be placed at the beginning or and at the end of the video. The EU logo is to be shown only for video.

Partners' logos in the project

The partners' logos in the project can also be used in printed materials. Mentioning the partners will add the importance and magnitude to your publication or event. It's important they are of the same size and quality as the EU logo.

All products with the symbols of the European Union is used in the project, as foreseen in the communication strategy of the project. If there are doubts about the deployment of the EU flag or disclaimer, partners can use any template from the manual or ask for an advice from the Department of Press Officer of the EC Delegation in their country.

Useful documents in project implementation: - the Communication and Visibility Manual of external projects of the European Union.

Communication plan, project media strategy.

You can ask the coordinator for communication within the project for any required information. Additional consultations are also available from the staff of the Press and Information Department of the European Commission in your country.

Inna Belash, Communications coordinator at NGO Ecoclub: This email address is being protected from spambots. You need JavaScript enabled to view it.


Related materials


PRESENTATION (under translation)

Guidelines for communication and visual representation of external projects of the European Union:

Guide 1.

Guide 2.


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