How to use a News Release

News releases, also called press releases, are the mostimportant selling tool of publicity. The release mustcapture the editor's attention, be precise and easy toread. 

A news release can go to just one newspaper or manypublications at once. It can be a community notice about anorganization's library sale or an international insightinto inflation. The same standard form is used for everytype of news, whether an executive promotion in the trademagazines, or a local event such as an author signing booksat a neighborhood bookstore.

If you want your notice to get into a special edition of a publication, be aware of the deadlines. Sunday newseditions generally have more readers than the dailyeditions. Find out when your release must be received atthe editor's desk. Never mix publicity with advertising. Ifyour newspaper features specific businesses in specialindustry supplements, you may be chosen because youadvertise.

But otherwise, editors frown on any releases that merelyimitate advertising and are not newsworthy. Don't embarrassyourself by sending anything that is not worthy of beingprinted in the publication as news. Not only will yourrelease be thrown away, but you will destroy any chance youhad for subsequent releases with that editor.

WRITING THE RELEASE

Keep the news release to one page. Type it clearly on whitebond paper, double spaced, and never send it withtypographical errors. Since the release might be publishedexactly as it is received, be sure the copy is professionaland worthy of publication.

At the top left, put your name and address and the phonenumber you can be reached at during business hours. In fullcapital letters at the right, type, FOR IMMEDIATE RELEASE,PLEASE or for release on or after a certain date.

Use a headline appropriate to the event or topic, and keepit short - just like newspaper  headings. Capitalize theletters and underline the headline.

Start the copy with a dateline, which is the city and date.Then write the rest within a few paragraphs. Include theimportant information in the standard who, what, when andwhere. Use good English, but don't run on with unimportantadjectives or boring information. You can capitalize thefirst letters of important events such as Public  Auctionor the name of your new product.

If you have a release to send to many publications at thesame time, have it printed by photo offset so the copy isclear and looks original.

Include a personal letter to the editor. Be cordial, butkeep it short. If your product is convenient to mail, youmay include a sample if the editor is amenable.

Watch the publications and clip the printed publicityyourself. Never ask the publication to send you a copy.