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News Release Tips
Below are content guidelines for news releases. View a news release template.
Before You Get Started
First, consider when it is appropriate to issue a news release. A news release can be used when you open a new office; win an award; introduce a new product or service; sponsor an event; etc. The purpose of the news release is to connect with the media. In fact, the news release is the expected first communication with a media outlet. Perhaps you are looking for a story, interview, or a TV appearance-the news release is the right place to start. However, there is no guarantee that the media will use your release.
Use these questions as a general guide when deciding whether or not it is appropriate to issue a news release:
- Is their anything unusual or noteworthy about the release you will issue? Your news release will be more effective if it has a good angle.
- In a stack of dozens of news releases, is there something about your news release that would catch the attention of the media? Journalists must wade through dozens of news releases on a daily basis. You can help your release to stand out by ensuring that it is well written and presented. However, you will also want to make sure that the content of your release is worth notice.
Writing Your News Release
Headline
The headline should capture the reader's attention and is therefore very important. This may be the one factor that gets the reader to read the rest of the release. Here are some tips to help you create a catchy heading:
- Alliteration: "Florist fashions fountain from flowers"
- Use colons: "Wedding Flowers: A new look for an old custom"
- Offer business or consumer tips: "Local florist offers tips on making Christmas wreathes"
Style
- Answer the questions: who, what, where, when, and how.
- Ensure that your writing is clear, concise, and without jargon.
- Organize information from most important at the beginning through progressively less important information (the media may only use the first paragraph or two and they don't have time to wade through several paragraphs to get to the meat of the story!)
Tips to Make Your Release More Interesting
- If you can support the fact that your event is the largest or first, for example, you can use these superlatives in your news release.
- Use both the day and date of the week if announcing a program or class. This allows the editor to cross-check for accuracy. For example, use Tuesday, July 9, 2002, to avoid needless agony over publishing the wrong date for a class.
- Avoid using jargon that only other Extension people would recognize and be sure to spell out acronyms.
- If appropriate, include one or two quotes from organization or community leaders. This will increase the credibility of your release and the organization.
- When possible, list two people as contacts, or two phone numbers for yourself. An editor on a tight deadline needs to be able to contact someone immediately or your release might be replaced by someone else's.
Directing Your News Release
- Ensure you think about the reader or viewership of the media you send the release to. Write for that audience. A large news or TV outlet is unlikely to be interested unless there is something truly unique about your business.
- Research the media before you send out your release. See what kind of stories they air or publish.
- When you write your release approach your subject as though you are a news reporter, emphasizing the news aspect and the facts.
- When you send your release to a television or radio outlet keep in mind that there are two factors to be considered: sight and sound. You should therefore consider writing a different slant into each news release to appeal to the different kinds of media.
Length
- Make it short. Two pages is maximum, and one page is better.
Proofread
- Proofread the release not once, but several times.
- Reading the release out loud will often help you find the mistakes you've missed.
- Always have someone proofread your press release to see if it makes sense or to find spelling errors and typos.
Some "Don'ts"
- Don't send inappropriate or late releases. Have a current list of media contacts and know the deadlines for publication.
- Don't put off returning a phone call from a reporter. They work on a faster clock than we do. When a journalist calls about your release, return the call within hours, not days. If they don't hear from you, someone else's story will take priority.