Brain Top Off!

Several organizations and businesses desire media coverage of their activities, and at the same time many newsrooms are searching for local (as well as national and international) topics to cover. If you belong to an organization that wants coverage, you are able to improve the odds of obtaining it by following a couple of simple news release (or press release) conventions.

To start with, you need to have something new or different to share. As the name News implies, the media is looking for information that’s new or at the very least up-to-date. At the same time, reporters and editors want information that’s pertinent to their readers; select your media targets carefully, and tailor the content of the release to their audience).

Second, your headline should be as interesting as a newspaper headline. It should promise something new, dramatic, or timely. Make the editor or reporter want to know much more. Keep in mind, however, the claim ought to be credible and relevant.

Third, in the first paragraph of the body, get your share in what journalists call the Five W’s: Who, What, Where, When, and Why. In fact, attempt to have them into the first sentence, and if you can’t, at least start with a clear concise statement that summarizes the story.

Traditionally, reporters have attempted to acquire the essence of each story into the first paragraph simply because they did not know where, or whether, their stories would be cut. So, they start with the most important information and conclude with the very least significant. That manner, regardless of where the story was cut, the best material stayed.

Fourth, write and rewrite your news release many times before ‘releasing’ it. Make use of active verbs and transitions (from sentence to sentence, and paragraph to paragraph). Boil down the content as often as you can; 2 pages is acceptable, but one is better.

Fifth, follow this standard format:
At the top of the page, write this, in all caps:

FOR IMMEDIATE Release
(Generally this will be left-justified)

Or, if you want the release to be held until particular date/time, write something like this:
FOR Release AT 10 A.M., AUGUST 23
(But don’t necessarily expect the embargo to be honored)

Skip a line and thenput in contact information, as in:
Contact: Robert Abbott
Telephone: 403 555-1234
E-mail: robertabbott@anycompany.com

Skip another line and add your headline (centered, and use title case or all-caps):
Perpetual Motion Machine Unveiled

Now, the body of your news release, which shouldn’t exceed 2 pages.

At the end of the body, add 3 number marks with single spaces between them, as in:
# # #

Repeat your contact information at the end , just as:
Robert Abbott welcomes your inquiries at 403 555-1234 or by e-mail at: robertabbott@anycompany.com

Sixth, prepare yourself for reporters’ questions.
It goes without saying, needless to say, that you’d ready yourself for questions from reporters if you publish a release. I’d suggest you write out a list of questions that seem likely and make bullet-point answers for each of them. That manner, you will be prepared for most of the questions. Nevertheless, don’t read the answers back to reporters; just make use of them as a guide. At the same time, assume you will get questions you simply cannot predict. Answer them as well as you can; and if you cannot respond, your best bet is to tell the interviewer you will have to get much more information, and will call back after you do.

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