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.
