10 Tips for Preparing an Effective News Release
1. Make sure the headline and first paragraph are powerful and newsworthy.
The most important information should be in the first paragraph. As a rule of thumb, you should spend more time ensuring that the headline and first paragraph are attention-getting and newsworthy as you spend in writing the rest of the news release.
Journalists will look for the following in determining whether or not your story is newsworthy:
- Is it local? If it is a national or global story, is there a local angle?
- Is it something that many people already care about?
- Is there important new information?
- Is it timely and have a sense of immediacy?
- Is there controversy or conflict?
- Is it different or unusual?
- Is it the first, the best or the biggest of something?
- Is it tied to an important date or anniversary?
- Does it involve a prominent person or organization?
- Is there an interesting visual image associated with the story?
2. Put the most important information first.
Use the pyramid principle to order information, featuring the most important and newsworthy information at the top and placing more general background information toward the end.
3. Make use of quotations.
Aim to use a direct quote within the first three paragraphs of the news release, and perhaps a couple additional quotes elsewhere in the release. Using memorable quotes can bring the issue to life and provides the best way to express strong opinions. Remember, a quote is the only part of a news release that is reported word for word.
4. Keep it short.
Keep the release to no more than two pages. Rather than make the news release too long or cluttered, accompany it with a fact sheet or other background briefing material.
5. Keep it concise.
Use short sentences of 25 to 30 words. Use paragraphs containing only two or three sentences. A good length for a news release is between 500 to a 1000 words.
6. Use a simple, punchy news style.
Avoid jargon and technical abbreviations.
7. Put the date and release details at the top of the page.
State if it is EMBARGOED FOR RELEASE at a specific time and date, or if it is FOR IMMEDIATE RELEASE.
8. Concluding the news release.
At the end of the news release put END or -30- or * * * to indicate the final page of the release. Follow this with contact names, emails and phone numbers where journalists can reach you immediately if they need more information.
9. Proofread the release carefully!
Make sure all of your figures and statistics are accurate.
10. Is it really news?
Re-read the news release with one thing in mind, namely the first question a journalist will ask when reading it, which will be, “What's the news?”
