The
following are recommended guidelines that will make things easier for you and
the people handling your news.
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Always write a press release on your organisation's stationery. If you
are sending multiple copies, print the release on white paper first, then
photocopy onto the actual stationery.
§
At the top of the page, put your organisation's name, address and contact
person of persons, with phone number(s).
§
Leave enough space in the margins so that the editor has room to edit or
to insert instructions.
§
Releases should be typed, double space, on one side only.
§
If the release runs more than one page, write "more" at the
bottom of each page. Put a short heading at the top of all pages except the
first.
§
Do not break a paragraph or a sentence at the end of a page. Each page
might be given to a different typesett
§
Begin the release with a date or "FOR IMMEDIATE RELEASE."
§
End the release with "end" (centred).
News
releases for newspapers should be sent at least one week in advance. Weekly or
monthly magazines should receive your release several weeks in advance, since
publication schedules vary.
Photographs
Newspapers
often send their own photographer to news events for a feature story. However,
editors will choose a news release with a picture over one without. Here are
some rules to follow when taking photographs:
§
Use black-and-white film. Colour pictures are rarely used.
§
All pictures should have captions identifying the place, date and event.
Write the caption on the lower half of a sheet of paper and tape the photo above
the caption. Do not forget to put contact information on this sheet as well.
§
Make it look interesting, but not staged.
Writing tips
§
Traditional news always contains the WWWWWH of a story: Who, What, Where,
When, Why and How.
§
All news should be written in as journalistic a style as possible so it
can be printed as it is. See if you can find a professional writer to help you
or at least review what you have written. Have your writer approach the press
release as if he were interviewing your group.
§
Headlines should strive to capture the reader's imagination. Make use of
puns and colons.
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Grammar and format: Use simple sentences and avoid flowery language.
State your information straightforwardly by sticking to the facts and avoiding
personal opinions. In references to the time of day, use a.m. and p.m. except
for midnight or noon. The first time you use a person's name, never abbreviate;
spell out their first and last names. Use the names of both city and state or
province when referring to a location. When you mention a day, be sure to write
the date and year. And never use insider jargon.
§
Use quotes.
§
BE CREATIVE!
As
a final suggestion when dealing with the media, establish a good relationship
with news people. Your relationship with editors and reporters can make all the
difference. Build a recognition factor so when they see your group's name or
letterhead they know to give it attention. This takes work on your part. Always
do your job efficiently, reliably and credibly so as to make the reporter's or
editor's job easier. Remember, it never hurts to always invite reporters to your
programs, social gatherings, and fund-raising events! Send complimentary tickets
in advance and make arrangements for their guests. The week before your event
contact the editor to ensure that they received all information.