Tips for writing and sending effective news releases

Tips for effective news releases

When you’re trying to get your information out through the free media, you need to provide it in a way that’s compatible with their needs (which means their audiences’ needs) and that doesn’t cause them unnecessary work to put it into their pipeline. That means providing clear, concise and necessary information – and not fluff or what should be advertising. If you want to boost the chances of a news operation using your information, consider these tips:

· Get everything you MUST get published into the first paragraph, which should be no longer than the one you’re reading right now. That includes the 5W&H, plus contact for more information. Supplementary information – or a more feature presentation – can follow. Sometimes you’re only going to get a one-graph cut and paste. If they 20 of them in the in box and only room for a couple, you don’t want yours to be the most work.

It would look something like this:

NBA great Charles Barkley and other sports figures will promote parents as role models at 2 p.m. Tuesday, Feb. 16 at Acme Toys, 12789 Lincoln St. in Phoenix, during the 16th annual MicroSoft Role Models Picnic. Admission is free. Contact: Hal DeKeyser, 602-316-6863, Hal@WestValley101.com.

Also at the event will be . . . .

· If you send the release as an attachment, send the nut graph in the text of the email so I know what I’m opening, because sometimes if I don’t, I won’t.

· If you want to include a narrative presentation, that’s great. But give me the nut graph, too. It’s fine to have that in the text of the email.

· Go ahead and send photos, logos, links, etc. whether requested or not. But don’t send slow-moving high-resolution photos until requested. Size photos down in initial emails and put a note in that high-rez images are available (if they are.)

· If it affects my audiences, by geography or topic, please don’t make me hunt to find that, because often editors won’t. You don’t have to change the lead for every news organization on your list, but if there is an Avondale person or angle or event or location involved, flag that to entities that speak to Avondale. It could be no more than: “Avondale winner: Bob Smith of Acme, Inc.” Bob’s detail could be included with a list showing everyone’s detail, but at least I know to look.
This assumes, of course, that the person sending the release knows the interests of the separate news organizations’ audiences. If you don’t, then learn that.

· Don’t send PDFs, particularly PDFs of fliers for your event. Send Word documents that are easy to cut and paste and pass on, or just publish.

· Eliminate the gushing modifiers and give the facts. While you’re at it, yank the caps lock and exclamation point keys off your keyboard and THROW THEM AWAY!!!!!!

· Use complete sentences. Many people use the following device, which is fine, but also provide the nut graph.

Who:
What
When:
Where:
Etc. etc.

· Some people in the news business are annoyed with follow-up calls to make sure the release was received and noticed. Not me. I would rather hear something I don’t care about three times than miss something I do care about. Make it quick, though.

· Don’t expect the news organization to serve as a clip service.


Here is a form I’ve given to regular sources so they provide complete information to WestValley101.com. Feel free to steal it:



NEWS RELEASE
Date of release:
Contact info:

Please describe the event, issue, organization or information you would like to get out (use complete sentences).

For example:

The Peoria Dog Club will have a free rabies vaccination clinic from 2-4 p.m. Wednesday, Sept. 24 at Acme Park, 1234 N. 79th Ave. in Peoria. The public is invited. No reservations are necessary. Information: Bob Smith at 623-555-1234, bsmith@peoriadogs.com or visit www.Peoriadogs.com.

About Peoria Dog Club
The Peoria Dog Club is a non-profit organization of dog lovers in Peoria, AZ. The group helps dog owners with classes to train their pets and helps train owners on responsibilities of pet ownership, including health, safety, training.

If there is a story about how this evolved or what led up to it, please explain (if this doesn’t apply, leave this blank):


Who or what is the audience for the story; to whom would it apply?

Details (answer all that apply):
Address/Location(s)/Directions
Phone
Email
Website
Head of this organization and/or contact person.

Is there a charge, and if so, how much?

Any other salient information not asked on this?

If you have a photo or logo that could accompany this, please email it to us (JPEG preferred) as an attachment. You can also include a link to a web site.

Name, phone number and email of person who submitted this information:

Send this to LogontoAZnews@gmail.com.

Thank you.


If all that seems like just too much work, you can always pay someone to do it for you. If that’s the route you take, look at their work and see if it’s complete, professional and not sing-song and stilted. Having been on the receiving end of this information helps know what works.

Got a question about writing, editing or the news business? Email them to Hal@WestValley101.com.

Hal DeKeyser has 30 years experience in media, editing, writing and helping people find and get to the point. To get him to help you, contact him via Hal@WestValley101.com, www.haldekeyser.com or 602-316-6863.