News Release Guidelines

Here are 10 general guidelines for preparing news releases:

1. Make them read like a newspaper article with these basic elements: 

• What happened? 
• Who did it? 
• Why it happened? 
• When it happened? 
•  How it happened?

2.Emphasize what makes your news release important. Know what is going to grab people’s attention.

3. Be provocative. Most media outlets get many releases every week, so you want o make yours stand out. Find an eye-opening aspect to your release.

4. Make the headline and lead clear. They need to hook the reader quickly or the release will be skimmed over and forgotten.

5. Use quotes. Be sure to attribute the quote to the person interviewed for the release.

6. Make your release look professional. Credibility is very important. 

7. Consider sending attachments. A cover letter, especially if you know the reporter, may get the editor’s attention. Also, a summary of the key points can help the reporter write an article.

8. Avoid using jargon or acronyms. 

9. Use active verbs. Using active verbs rather than passive verbs keeps the reader interested in your story.

10. Follow up. It is a good idea to follow up any distribution of a news release with a phone call to your contact to ensure your release has not been lost or forgotten.

Keep in mind that a news release is a good free source of exposure. However, since the average reporter gets more releases than he or she could possibly use, your news release should be just one part of your media campaign.