How do I Write News Releases?
A news release is a document that an organization or press agency circulates to brief the media about a particular piece of news. Typically news releases are issued to the media at large, via email. You may write a news release to share important information, issue an update on an existing situation or to correct erroneous reports. The news release is your opportunity to get your message across to the media clearly and without confusion.
Other People Are Reading
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Headline
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Headlines do not follow typical punctuation rules. Write a succinct, informative headline. The headline should convey as much key information as possible. Where applicable, omit pronouns and words connecting the subject to the predicate to save space. For example "Mayor's Body Found on Brother's Yacht." This headline conveys the same information as "The Mayor's Body was Found on his Brother's Yacht" but does so more succinctly. Avoid phrases that are ambiguous or potentially misleading. For example "Police Force Feed Hungry Dogs." This could mean either the police force provided food for hungry dogs or that the police fed the dogs by force.
Subhead
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Include the "five Ws" in the release: who, what, when, where and why. This small section elaborates on the headline, providing context before the main text delivers the detail. Again, avoid unnecessary pronouns and conjunctions where possible. For example, "Dramatic Scenes at Jonestown Harbor; Sister-in-Law arrested." This shares ample information using just two sentences.
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Where and When
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Including time and place at the top helps an editor quickly determine how relevant your story is. The purpose of a news release is to spread the information far and wide and to do this, you need to catch the interest of editors. Format the date and location in bold and justify it left and above the first paragraph.
Introduction Paragraph
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Be economical with the words and avoid repetition. For example, "Politicians from both sides have paid tribute to 'Bobbie', found three days after his brother had reported him missing. The former coast guard's sister-in-law is currently a prime suspect." This confirms the facts and adds detail about the circumstances. Using "the former coast guard's sister-in-law" adds background. The reader should by now infer that the mayor may have been murdered, even though there is no mention of the word "murder."
Quotes
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Write the release like a news story to help the journalist. Quotes from witnesses and people connected with the story, for example the police chief or a close relative of the deceased, add depth and authority. Before each quote, provide context. For example, "wife Mary believes it's too early to say how the 54-year-old Princeton alumnus was killed."
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References
Resources
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