Sample News Release s2

Sample News Release

For Immediate Release Contact: Name (and make sure you are available to take calls after you issue the release) Date Title/Organization Phone Number/Email Address (required!)

Headline/Slug Grabs Attention Subhead conveys additional information

Dateline (which includes city and state) – The lede is the most important line of a news release. It clearly states the essence of your news and shows the media your news angle. It contains as many of the five Ws (who, what, when, where, why) as necessary to convey your point, but it should be short and grab the attention of editors. Do not bury the news below your lede -- don’t make your reader work hard. Another kind of lede can be more colorful, playful or dramatic, and it can be more suitable for a feature story. A feature can start with an anecdote or human interest before getting to the meat of the news release. Most institutional news releases never stray from the straight path. This is generally appropriate, but it does run the risk of becoming boring. After the lede, continue to present your information in a clear straightforward way. Place your most important details and facts higher in the “inverted pyramid” journalistic style favored by most newspapers and magazines. Remember, editors will cut from the bottom. If you need guidance, look closely at any newspaper and compare your release with the structure of a news story. Model your releases on the news outlets that you are distributing them to. Visual media want pictures, so include links to photos. “A useful tactic is the use of direct quotes,” said Frank Flack, Flack & Company Public Relations. “A quote allows you to include subjective information or give an opinion rather than just the facts. “It also can make the story more colorful and more journalistic. But please, make sure the quote sounds like a human being actually said it, and don’t repeat information already in the release. Every word should carry new information.” Sample News Release 2-2-2

[more] If you have a lot of quotes, consider compiling them on one page at the end of the news release. This makes the news easier to find up front, and you can include more voices and testimonials to support your story -- or ensure that you have included key stakeholders without bogging down the release itself. Attention to detail and accuracy is critically important to convince the media that your news release and the organization it represents are credible and professional. This includes correctly spelled words, proper use of grammar and accurate facts. Mistakes get in the way of the content and weaken the value of your message. Always double check web links and phone numbers to make sure they work. The same is true for the use of appropriate journalistic style, including abbreviations, use of numbers, titles and so on. Good reference sources for news media style considerations are the “AP Stylebook” or the “New York Times Stylebook.” There are long traditions in the appearance of news releases that still persist despite new media platforms and technology. Use a standard serif font such as Times Roman, short indented paragraphs, ragged right margin, and one and one-half line spacing. Don’t double space between paragraphs. Try to keep the release to no more than two pages. Longer is acceptable if the information is useful, or you need the extra space for your boilerplate or quotes. Online journalism resources are convenient to check style and usage, and many publications and media outlets have guidelines on their websites about news releases and the formats they prefer. “There is ongoing discussion among professional whether you should continue to use the traditional slug that says ‘For Immediate Release’ at top of the news release” said Henry Hack, with Flack & Co. “Although redundant and redolent of traditional media, the slug clearly identifies the document as a news release. It also allows you to include information about any news embargoes restricting the time the release is public if media with different deadlines have the release before it is public. “Some also say that you don’t need headlines for a news release. On the other hand, effective heds can help editors see the subject of the release quickly, which is especially important when you distribute your release by email.” Sample News Release 3-3-3

[more] With a strong lede and a headline with punch, you improve your chances to get an editor’s attention. You still must have news, however. Don’t be too self-serving with your news release. Editors are interested in news that is interesting or has value to the public, and is appropriate to the publication, news site, or blog you are sending it too. “If your release is full of hype and sales language, consider buying an ad,” said Flack. “Editors receive bushels of news pitches every day, and most go straight into the trash can. With good planning, relevant and practical information, and clear writing, yours will have a better chance of getting past the editor’s screen.” Adding links to photos, videos, and your own website to provide additional information resources will also help reporters and editors get value from your release. A news release that is enriched with additional media also will have a better chance with search engines later. Following these guidelines for news releases will not guarantee that you will get coverage, but ignoring them increases the likelihood that you won’t. If your organization earns a reputation for poor quality news releases, you might not even get a glance at all. You can get additional mileage from your news release by distributing through other channels to audiences and constituencies that are important to you. This can include distributing within your organization, repurposing for newsletters or sending to your members, or to other networks that are interested in your relevant information. In addition, make sure that you post your news release on your website and social media platforms so that it becomes readily available to readers who are looking for information about your news, issues, and organization.