How to Write a News Release--and Where to Send It

How to Write a News Release–and Where to Send It

by Barbara Brabec

Today it is acceptable to send releases either by mail, fax, or e-mail, depending on your target media. Regardless of how you deliver your message, make sure it is easy to read and edit. Releases that do not immediately capture an editor's attention will be filed in the office wastebasket or computer's recycle bin.

As a publicity specialist in my network once told me, "Busy editors don't have time to sort through irrelevant copy and cut it down to the main points, so write clearly, crisply, using only important, relevant information." Here is the simple press release formula I've used with success for years:

Use simple English.
Short sentences.
Short paragraphs.
Give no sales pitches, but do include all necessary facts
and information.
Announce your news, but do not advertise.

News Release Format

If preparing a release for mailing, you can (1) type it on plain white paper (8½ x 11 in.); (2) use special preprinted papers with a NEWS headline; or (3) design your own eye-catching release using desktop publishing software. Allow a one-inch margin on all sides, and double-space copy to make it easy to edit. Keep your release to one page if at all possible. If two pages are needed, add a "see over" notation in the lower right-hand corner of the release and either print two separate pages, or print on the back side of the release.

In the upper left-hand corner of your press release body copy, type your name (as person to contact for additional info) and how you want to receive contact (by phone, fax or e-mail).

Over to the right, across from the contact info, type (in CAPS, underlined) one of the following lines, depending on when you want your release to appear in print:

FOR RELEASE ON (indicate date)
FOR IMMEDIATE RELEASE
FOR USE AT WILL

Note: Editors often file "For Use At Will" releases in reference files that are pulled months later when a writer is assigned to do a story on that topic. If the information in your release is going to be good for a year or more, use the last line. (My use of this phrase on press releases has brought me publicity as long as two years after the release was mailed.)

Headline Tips

Center your heading in CAPS about an inch below the contact info. Write a heading designed to appeal to your target market: Examples:

NEW CRAFT SHOP OPENS IN OAKDALE

CRAFTSWOMAN DISCOVERS
NEW USE FOR OLD TOOL

NEW CRAFT CLASSES
BENEFIT SENIOR CITIZENS

CANDLEMAKING TO BE DEMONSTRATED
AT COUNTRY CRAFTS FESTIVAL

Body Copy Guidelines

Tailor the copy in your release after the following example, which illustrates the five W's of journalism:

A special demonstration of hand spinning (WHAT) will be presented by Sally Jones (WHO) at Ye Old Yarn Shoppe, 13 Oak Lane, Anytown (WHERE) on Saturday, August 24 from 10 a.m. to 6 p.m. (WHEN). The shop, which sells yarn, supplies and equipment for fiber workers, hopes to create renewed interest in the art of spinning (WHY). Classes in both spinning and weaving will be offered this fall.

Since editors usually cut copy from the bottom up if a release is too long, place the most important information at the top. Unless you are a well-known personality, never begin a press release with your name, such as "Nancy Jones announces . . . ." Rather, focus on the event, the product, the publication or service you're trying to promote, remembering that the first question everyone will silently ask themselves is, "What's in this for me?"

TIP: In a press release, it is a mistake to use flowery phrases or descriptive words such as "lovely" or "unique" because these words express only the product maker's opinion and suggest no buyer benefits. Instead, stick to the facts.

Closing Paragraph

The last paragraph should be "short and sweet" focusing on what you want people to do, such as "Call (number) to receive a free brochure;" "Visit the artist's Web site
at . . .;" or (my favorite): "To order, send $21.95 ppd. to. . . ."

TIP: Do not include information about adding sales tax because that makes it sound like an advertisement and could kill the editor's desire to print it at all. If you get orders on which sales tax is due, simply pay it yourself whenever you file your tax report.

Your Mailing List

It will take time to develop a good press release list that will work for you. E-mail releases can be sent to anyone you can find on the Web who you think might mention your products or services. To build a national mailing list of craft publications, you can either browse library directories of magazines and organizations or read various craft magazines on the newsstand.

For maximum visibility in your locality, send releases to all papers in surrounding communities. Pay attention to who is writing columns in your newspaper and send a press release not just to each paper's editor, but also to specific departments or columnists. A dollmaker who followed my advice here sold many dolls after sending a press release to her paper's "Countdown to Christmas" shopping column.

See related article, How to Get Publicity in Your Local Paper

For much more detailed information and help in writing news releases and building your PR lists, see the publicity chapter and resource section of HOMEMADE MONEY: Bringing in the Bucks!

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