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WRITING
YOUR NEWS RELEASE
Six points which should always be included in the first
part of your news release are: Who, What, When, Where, Why
and How. (In journalism, these are known as the 5 W's
and an H.) The "How" may be included in a later
paragraph, but keep it near the top of your release.
The first paragraph is known as the "lead" paragraph
and is designed to capture the reader's (as well as the
editor's) attention. Each succeeding paragraph should
be written in the order of declining importance so that
the remaining information may be omitted for space or time
constraints. There are other ways of writing news releases,
but most releases follow this format.
When writing releases, be straightforward and concise. Do
not try to write the story for the media; just get the basic
information across. Avoid lengthy prose and editorializing.
Produce news releases on clean photocopies. Make them attractive
and readable. Generally, the acceptable font is Times New
Roman. Check grammar, spelling and punctuation. Presenting
a positive image is vital.
If
you are submitting your news release by fax or mail (not
e-mail):
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Type the release on your club's letterhead, including
the name and phone number (and e-mail address, as appropriate)
of a contact person.
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When possible, double space and type release on 8 1/2"
x 11" paper.
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Use a minimum of 1" margins on each side of the page.
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Use
"News Release" or "Sertoma News" as
a heading to clearly differentiate that this is a news release
about your organization.
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Type the date when the release is to be used or more commonly
"FOR IMMEDIATE RELEASE" on the left-hand side
above the headline.
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Use
a headline with an active verb to localize the release and
emphasize the main theme.
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DO
NOT make your release longer than one page - the media will
throw it away. To condense to one page, consider reducing
the font size (but no smaller than 10-point font).
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Bold important items (accomplishments, community involvement,
etc.).
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Double-check
your spelling, grammar and punctuation.
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Make sure you've answered the "five W's and an H"
- Who, What, Where, When, Why and How?
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The
media receives a volume of releases. Rather than writing
copy, the release can even just include the "five W's"
stacked down the page.
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For an event, be sure to include time, date and place. Also,
indicate if the public is invited and whether there is an
admission fee.
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Include
a consistent boiler plate at the end of each release. Example:
Headquartered and founded in Kansas City, Mo., in 1912,
Sertoma is a civic organization dedicated to SERvice TO
MAnkind. Every year Sertoma clubs raise more than $20 million
for local community service projects. Through these projects,
as well as grants and scholarships, Sertoma clubs return
those funds to their respective communities. For more information
about Sertoma and its community clubs, visit www.sertoma.org
or call toll-free (877) 737-8662.
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Center "###" or "-30-" at the end of
the release to signify the end. Center Making Life Worthwhile
Through SERvice TO MAnkind in a footer.
Once
you have written a news release, consider it a draft and
revise it.
1. Shorten it.
2. Evaluate it.
3. Does it tell all you want to tell, and
will it interest people?
Leave the embellishment of the story to the editor. Clear,
concise writing is essential. Avoid adjectives and statements
of unsupported opinion. Never give the editor the opportunity
to say, "Who says so?" Once again, check for complete
accuracy in every word you write. This is especially important
for facts, figures, names and annual monies raised and returned
to the local community.
Remember that the media is looking for stories about people.
A very reliable book is called Free Publicity, by Dallas/Fort
Worth television news reporter Jeff Crilley.
You may use the sample
news releases as models for your Sertoma club
publicity.
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