How to Write a News Release
One of the keys to the successful promotion of a person, company or organization is good public relations. Regardless of how important or beneficial your service may be, if your visibility is low and few people in the community are aware of what you are doing, you cannot have much of an impact. A news release is a valuable tool for announcing developments and events that you want to share with the general public. A well-written news release can generate a buzz and attract the positive attention you desire. Here's how to make the most of your news release.
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Instructions
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Be sure that your information is newsworthy and time-sensitive. News releases are generally submitted to newspaper editors for publication and television and radio news directors for broadcast. Because of the large volume of requests that such people receive on a daily basis, it is essential for yours to hold their interest. If you are writing about a relatively unknown person, company or organization, it is best to build your release around an upcoming event. For instance, rather than announcing the release of a new book, publicize the book launch party. Instead of reporting the opening of a new store, invite the public to the grand opening celebration.
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Keep it brief. The ideal news release is one page in length. Deliver your information in a clear, concise way, avoiding nonessential details and descriptions. There is a strong possibility that an editor may cut parts of even a one page release to save space, so your lead paragraph should be able to stand alone. It should answer the who, what, when, why, where and how. Be sure to include specific names, dates, addresses, times and contact information.
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Write in the third person. News releases should sound like they have been written by an outside person, not an insider. This third person point of view is considered more objective and professional. Refer to people, companies and organizations by name rather than saying "we," "us" or "our." Even when you are writing about yourself, use your proper name instead of "I." If you want to say something in your own voice, integrate a quote from yourself into the release.
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Use standard formatting. News releases may be written on plain paper or letterhead. If you use plain paper, be sure to include a heading with the company or organization's name and address as well as the contact person's name and telephone number. If you know the name of the editor or news director to whom your release is being sent, be sure to use it in the inside address. If not, simply address the release to "The Editor" or "The News Director." Other essential elements are the release date and topic heading. The body of the release should be double-spaced with indented paragraphs and 1-inch margins. Finally, indicate the end of your release with the symbols "-xxx-"; "000"; "# # #"; or "-30-."
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