1. Date the release.

2. Be sure to include the name and phone number of an individual from whom the media can obtain further information on the subject of the release. Be consistent: a name that becomes recognized as an individual upon whom the reporter can rely is a valuable asset and boosts the chances of your release getting in.

3. Title your release. Newspapermen call this a slug. A slug captures the thrust of your release. Everything that follows should tie in directly.

4. Expand your slug in the first paragraph (or, better yet, in the first sentence) by quickly answering the questions: Who? Why? How? and When? Be concise and to the point; avoid unnecessary verbiage.

5. Continue your release with a body and conclusion that are tightly constructed and in logical order. Remember this handy rule: “Never use a descriptive or flowery adjective unless it is in a quote.”

6. Do not be afraid to use quotes. At the same time, be wary of comments that do not pertain, or which wander from the subject.

7. Double space the text of your press release. Media people will not read something that is unreadable. That also means to type all releases.

8. Do not play favorites with releases. Give one to every outlet in your area: print, television, and radio.

9. Aim, if at all possible, for a Tuesday, Wednesday, or Thursday release time. Issue the release as promptly as possible. Remember that Tuesday, Wednesday and Thursday are relatively newsless days - if your release is in before the deadlines on those days, you stand a much better chance of getting it to the public eye (or ear).

Writing a News Release

Five points are important to a good news release: Who, What, When, Where, and Why. If possible a sixth, How, should be included.

It is important to get all the points in the first sentence or two, whether you are writing for newspapers or broadcast. These first sentences are called the “lead.” A good lead captures the attention of a reader or listener and makes him want to know more about your club’s activity or project.

Now go into the details of your story. Each succeeding paragraph should be of declining importance. Professionals call this writing technique the “inverted pyramid.” It permits an editor to pick up the important facts of your story in the first few lines. Then, if he does not have space he can cut from the bottom, where least important details are given. This is true of both print and broadcast media.

Use short words. Write short sentences and short paragraphs. Two sentences make a good paragraph in a news release.

Be brief. Almost every news release can be written on one or two double-spaced typewritten pages. Two pages double-spaced will fill about 12 inches, one newspaper column wide. This is a lot more space than most editors can give one item.

Always give the exact date in a news release: “October 7th” rather than “next Tuesday” or “tomorrow.” Specify “October,” not “next month.” Double check the date and day of the week on a calendar.

List the address as well as the name of a meeting place. Remember, you are writing for people who do not know.

Never use a word in a news release that you would not use in everyday conversation. Never use a ten cent word if you can think of a good five cent one.

Forget all about adjectives when you write a news release. Remember, beauty is in the eye of the beholder.

Don’t say a table was lovely, or a speaker dynamic. If either is worthy or special mention, describe the table setting, or relate the gist of what the speaker had to say that was memorable.

Figures in your story? Always spell out numbers from one to ten, then use numerals from 11 on up. Never begin a sentence with numerals.

Names In Your News

Proper presentation of names and accuracy of spelling are important. Always say “Mrs. Timothy M. Jones,” rather than “Mrs. Mary Jones.”

Women in public life may use their professional or maiden name. It is proper to say “Marjorie Holt,” for instance. Use neither “Miss” nor “Mrs.” in such instances in first mention.

Where “Jones,” “Smith” or any other last name is common in your community, be sure to give the husband’s first name and middle initial to avoid mix-ups. Second mention of a women’s name in a news story is simply “Mrs. Jones” or “Miss Holt.”

First mention of a man’s name is “George W. Bush.” Second mention is “Mr. Bush.”

The Final Question

Ask yourself: If I were not a member of my club would this news interest me? If the answer is no, tear it up.

If the answer is yes, you are ready to type your news release.

Typing a News Release

News releases should always be typewritten.

Use 8 1/2 “ x 11” plain white paper. This is standard business size. Odd sizes make an editor’s job difficult. Use a good quality paper that can be handled without tearing. Never use onion skin or tissue weight.

When identical, individually typed releases are sent out, be sure to list at the top of the release just which newspapers and broadcast outlets are getting identical stories. This is a must.

Be sure to keep a copy of every release you send out.

Give full reference data in the upper left hand corner of the first page. This can be single-spaced. List the name of your club, your name, street and city address. Be sure to list your phone number.

Next, type the release date in the upper right hand corner. Stipulate “For Immediate Release” if at all possible. This means the editor or broadcaster can use it at once. If you must ask for a specific publication date it should read “Release After 4:00 P.M., Wednesday, October 8, 2003…” “Hold” releases complicate an editor’s task, so avoid whenever possible.

Always start typing your copy one-third of the way down the first page. The editor needs this space left open so he or she can write a head for your story and give other instructions.

The Body of the Release

Type double-space or triple-space. Use only one side of the paper. Indent each paragraph at least five spaces.

If your story must run more than one page, write “More” at the bottom of each page except the last. Always end each page with a complete sentence and paragraph.

When your release runs more than one page, type your club name at the top of each succeeding page. Drop down the inch below this and continue your story.

Type a few # # # under the final paragraph of the news release.

Many newspapers supply a style sheet on request, telling how they capitalize, abbreviate, spell and punctuate their copy. Follow the editorial style of each paper carefully.

Check your news release for absolute accuracy in typing. Make sure all names, dates, hours and places are correct. If there are unusual names, put a small check over each one to let the editor know you have checked them for accuracy.

Never staple the pages of a news release. They must be separated in the news room and may be torn in the process.

Weekly Newspapers

Here is where you stand the best chance of getting your news in print.

Most weekly newspapers do not use a wire service and print very little national or international news. They depend on local news to fill their pages.

Weekly newspapers do not have a large staff. This makes it increasingly important that your news be accurate and on time.

News releases for the weekly newspaper may have to be in as much as a week ahead of those for the dailies in order to meet an identical publication date. Getting your copy in ahead of the deadline may mean a better position in the news columns, and full use.

Picture Requirements

Picture requirements are definite, paper by paper, but vary greatly depending on the makeup and budget of each one. The most important guide we can give is to check with each editor to determine his or her needs and requirements. Then follow to the letter his directions for picture arrangement, and size or finish or prints.

Never, Never Land

When you have finished the draft of your story, go over it and cross out all the adjectives and the unnecessary words like “the,” “a” and “an.”

Check every point of your story for accuracy. Never guess on dates, time, places or names.

Never include a telephone number in the text of the release. News copies go through many hands and the chance of error is great. Also, when you list a phone number for ticket sales and the like, editors realize you are using their columns for free advertising. They sell space and time for such a purpose.

Never mention door prizes, raffles or lotteries in a news release. Newspapers are sent through the U.S. mails, and the law forbids their use of such news.