MEET THE PRESS
EFFECTIVE COMMUNICATIONS WITH THE MEDIA
How to write an effective news release.
A news release may seem like something beyond an amateur's ability, but it's actually just a formal way to get the proper information to the people who work in the media. Follow the formula, and you should have much better luck getting your news, event, feature or announcement to the right people for consideration. Here are some guidelines:
- Begin with a headline. This should be a newsy, telegraph-style 8-10 words. It need not be catchy, but it should tell the reader why s/he should keep reading.
Example: Students to share green projects at Science, Engineering, Math & Technology Expo.
Also consider using a "deck." Below the headline, the deck provides an explanation of your topic. It can make a secondary point or provide a lead for a feature-style release. The deck gives context to the release and is a second chance to capture the reader's interest. Make every word count by avoiding the repetition of words from the headline. Use it to provide more information about the subject matter of the story.
Example: "A projected crowd of 150 to hear about high-tech inventions that have green energy applications"
- If you can, write an intriguing "lead" sentence. Those who are deciding whether your story is newsworthy are just like the rest of us—busy and overwhelmed. If the first few words of your news release grab attention, they're more likely to be read, instead of tossed.
But one caution: Don't try to write like someone else. If you're not comfortable with the clever or tantalizing lead, leave it off. The straight facts will serve you better.
Example: Solar panels, wind energy and electric cars—these are just a few of the high-tech projects being unveiled by students of the [NAME OF CAREER ACADEMY] at Saturday's Science, Engineering, Math & Technology Expo in downtown Jacksonville.
- Answer the five W's: Who, What, When, Where, Why. After your "lead," put the need-to-know information in a complete sentence that answers as many of the five W's as possible: Who, What, When, Where and Why.
- Put the most important information first. Put all your news—including whichever "Five W" material didn't make the first couple of sentences—in the first two or three paragraphs. This should include the upcoming event, the breaking news, the prominent people or organization involved or the quote from a newsworthy source. The less important details—opinion quotes, further explanations, secondary stories—should go in later paragraphs, in case an editor does not read your entire release. This practice also makes sense in case they print your story verbatim in the newspaper and have to cut some lines so it will fit.
- Keep the sentences fairly short. The average sentence shouldn't be more than 20 words, and interspersed with a few that are shorter. Don't make an editor wade through several phrases and detours before you make our point—s/he won't do it, and your story will be ignored.
- Write in active voice. That simply means use active verbs—someone does something, as opposed to someone has something done to them. It's crisper, action-oriented and straightforward.
Example: [CAREER ACADEMY] students to bring their best thinking to the Science, Technology, Engineering & Math Expo on May 12 when they will unveil their end-of-year green energy projects to more than 150 projected attendees.
NOT: As the Science, Technology, Engineering & Math Expo will be attended by more than 150 projected attendees, green energy end-of-year projects will be presented by [CAREER ACADEMY] students.
- Put background last. In any story you release, include a few paragraphs about your individual partnership at the end and a brief description of Ford Next Generation Learning Communities. This helps editors associate each piece of community partnership business with your broader objectives—and lets them know more about your partnership. And too, an editor who is not interested in this specific story will at least learn whom to contact for other industry/education success stories.
- Set the boilerplate. The boilerplate is placed at the end of every press release. It is a brief standard paragraph that informs the reader about the organization sending the release and provides a point of contact if he or she is interested in more information. The boilerplate should describe the organization, including its mission and objectives. Also include a website address and/or phone number at the end of the paragraph.
- Personalize your pitch to each media and editor. Always determine what each news source is looking for, and tailor your release to what an editor will think is the most important part of a story.
Example:
For the business editor: Sixteen [Career Academy] students proved they're ready to take on the engineering world after graduation on May 26.
For the education editor: Teacher Nancy Seely has made sure her students are prepared for life as part of the rigorous, real-world learning made possible by the [CAREER ACADEMY].
- Properly identify everyone named in the release. If you know, include their complete names, titles and the company for whom they work. Reporters count on the information you send to them to be correct. Doublecheck the spelling of names before you send something.
- If your budget allows, send related photos with your story. Smaller papers generally don't have the budgets to send out photographers to cover events. People tend to look at photos and read captions even when they don't take the time to read the whole story. And sometimes, publications will run a photo when they don't run the story. Always include a paragraph that says who is in the photo and what they are doing.
- Include a release time. More often than not, a news release will say at the top left: "For immediate release." This tells editors and writers that they may release the story immediately to the public. Sometimes, you'll want to let editors, producers and writers know about something in advance, but you want the public to know about it at a later date. Then your release will need to say, "For Embargoed Release," and then the date the public should be made aware of the story. Or "For release after 10 a.m., Friday, October 11."
- Follow up on the release. After you send your release out, be sure to call the people you faxed or mailed it to in order to make sure it reached its destination. While you're on the line with the media person, ask him or her if the story will be covered, if he or she would like upcoming releases, and whether there are other suggestions on ways you could improve your communications to the media outlet. Media personnel are usually willing to provide advice, guidance and tips to help you work with them in a more efficient, more collaborative way.
Downloads/Links:
Letter or Email to the Newspaper
Query To Editorial Page Editor
Sample Event Media Release From the Career Academies of St. Johns County, Florida
Electronic Media Kit
Sample News Release
Sample Follow Up Call to the Media
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