How do I structure a news release?
Good news releases are written so a sixth-grader can understand them. If they're not simple, they're not good.
They answer some basic questions:
Who: Who is this news about? Who should be interested in this news? Who can elaborate on this news
if the media have questions?
What: What is the news? What is the significance of the news?
Where: Where is the news taking place? Or, where did the news take place?
Why: Why is this newsworthy? Why is it happening?
I've covered the W's. Are there other things I should take into account?
Don't skimp on details. Include the full names and titles of people or organizations pertinent to the news. Double-check that you’ve included correct dates and times, phone numbers, e-mail addresses and other contact information.
Give background. Be sure to provide some history, when necessary, to help reporters make a news judgment.
Address your news to someone. Take the time to find the correct name and/or e-mail of the reporter or newsroom. For television, ask for the name of the assignment desk editor. Also, save your news release and make note of when you sent it in case you need to follow up on its status or update the contents.
Is there a photo opportunity? Be sure to mention a unique photo opportunity or interview possibility.
What are some common mistakes that I could avoid in my news release?
- Select "double" for line spacing. Editors sift through hundreds of releases - make it professional and easy to read.
- No typos. If you overlook spelling and grammar, then why should that editor take the time to thoroughly read your information?
- Use your printer. Don't mass produce your news release on a copier.
- Don't get flowery. News releases should always be on plain, white paper with black ink.
- Use a dateline. This is the city name in capital letters followed by the name of the state. Datelines are found before the first word in the body of your release.
- Include contact information. This is a name and phone number where an editor can call to ask questions. This is really important!
- Use letterhead. It's professional and part of your image.
- Put the most important information at the top. Editors usually cut from the bottom.
- Don't get carried away. Just give the facts - who, what, when, where and why.
