How to Write a Press Release in Kenya: Evidence Before Publicity
Help journalists and stakeholders understand what changed and why it matters. Includes a press release template, evidence checks and practical follow-up guidance.
An association publishes a policy position, a college announces a new programme, or an NGO completes a reporting period. The communications team wants coverage. The stronger starting question is: what has changed for the audience, and what evidence can we provide?
A useful press release gives a journalist a verifiable story and gives your stakeholders a clear account of the news. It should not depend on flattering descriptions of the organisation.
Make the news decision first
Write one sentence explaining the development, who it affects and why it matters now. If the sentence only says you held an event or launched a website, investigate the underlying change. There may be a relevant finding, a new access route, a decision or a commitment worth explaining.
Local relevance matters to your targeting. A county programme update may be useful to a regional newsroom or specialist desk even when it is not suitable for a national front page. Decide which audience needs the information before making the distribution list.
Put numbers through an evidence check
- Definition: does “reached” mean unique people, visits, households or impressions?
- Period: what dates does the figure cover?
- Source: which dataset, report or record supports it, and who can answer questions?
- Comparison: if you claim an increase, what is the baseline and is the method comparable?
- Limitation: what does the figure not establish?
Do not describe attendance as impact or a percentage change without the underlying counts. Label estimates and provisional data. If a figure cannot be checked in time, omit it rather than presenting it as settled.
A copyable press release template
The brackets below are instructions to replace with verified information. They are not facts or a real organisation's announcement.
FOR IMMEDIATE RELEASE
[Or an embargo date/time agreed with the recipient][Headline: specific development and audience relevance]
[CITY], Kenya, [date] — [Organisation] has [announced the development], affecting [audience] in [location]. [Explain why it matters and the effective date.]
[Give the main supporting facts. Name the source, reporting period and definition for any numbers. Link to the public report or explain how it can be requested.]
“[An approved quote explaining the decision or its significance],” said [full name], [role].
[Explain implementation, relevant limitations and what the audience should do next. Include verified eligibility, timing or access details where needed.]
About [Organisation]
[Two factual sentences describing its work and scope.]
[Website]Media contact
[Name and role]
[Monitored business phone and email]
[Link to an approved fact sheet and media assets]
A concise release is usually easier to work with. Put detailed methodology, tables and background in a separate fact sheet. Confirm quotes with the named speakers; do not invent quotations and present them as approved.
Prepare a media pack that survives scrutiny
Include the release, supporting report or data notes, approved captions, licensed images and a reachable spokesperson. State the permitted use of supplied assets. Respect privacy when identifying participants in photographs, captions or case stories.
For identifiable promotional images, plan the permission workflow before the shoot. For a health facility, review the separate medical advertising restrictions; consent alone is not a complete publication check.
Send to a relevant person at a useful time
Tailor the email's opening to the recipient's beat and audience. Paste readable text into the message and provide easy access to supporting materials. Avoid exposing a contact list through a public CC field.
For an event, send a media advisory early enough for planning; agree timing with the relevant newsroom. The release can then report the actual announcement or findings. Do not state a universal “best hour” for all Kenyan media.
Follow up once where appropriate, offering useful evidence, an interview or clarification. Editorial coverage remains the outlet's decision. For paid placements, ask how the commercial relationship will be labelled; do not promise earned coverage as a guaranteed deliverable.
Measure whether the message was understood
Track relevant coverage, accuracy of the key facts, questions from stakeholders and the action your announcement was intended to support. Keep publication volume separate from audience understanding and organisational outcomes. AMEC's evaluation taxonomy helps distinguish those levels.
Record enquiries linked to the release, while acknowledging that other channels may contribute. A useful debrief asks what was misunderstood, what evidence journalists requested and what needs to change in the next announcement.
Zero Impulse supports press releases, stakeholder communication and media preparation. Bring the development and the evidence behind it; we can help make the story clear and defensible.
