Need to Get the Word Out?
A good news release is one of the most effective ways of getting it. And it can be one of the least expensive.
But what is a good news release? A good news release is one that editors print! That is the short answer. The long answer starts with the admonition: Don’t annoy the editor because the editor chooses which stories to run in his or her pages.
Most news stories about new products or services in newspapers and business publications are not written by staff reporters. They are written–in polished form–as news releases.
Pitfalls. There are two news release problems that really roil editors. A blatant sales pitch is the first. Remember that most editors were writers once. Do not insult them. They know that there are many ways to artfully weave a product plug into a news story but they are not going to do your work for you. That brings up the second annoyance–most editors are too busy to clean up poorly written copy. Don’t ask them to do it.
Think of the editor as a harried gatekeeper, an overworked sentry defending the publication against growing mountains of trash. You want the editor to pick your gem out of that mountain. Here is what you need to do:
1. Learn about the publication’s focus. What kind of stories do they publish? What is the angle? How many words?
2. Write your release in that publication’s style. No editor wants to waste time blue-penciling your story. Pay attention to style details. If you are not familiar with journalism, I suggest that you buy a stylebook. The New York Times Manual of Style and Usage and The Associated Press Stylebook and Libel Manual are two of the best. Most general bookstores sell them.
3. Use standard news release format. News releases are typed double-line spaced (usually only on one-side of a sheet), and they are no longer than three pages. Follow the following steps:
a. Print NEWS, NEWS RELEASE, COMPUTER NEWS, etc. in large bold letters at the top. Be specific. For example, if you want the agriculture editor or farm writer to handle the story type, AGRICULTURE NEWS or FARM NEWS.
b. Furnish the name and address of the organization supplying the story, the name of a contact person who could provide more information (usually the writer) along with a telephone number and e-mail address.
c. The date of the story and the line: FOR IMMEDIATE RELEASE (or the release date if otherwise).
d. A snappy headline. Unlike titles, headlines have subjects and verbs. Write the headline after you write the story.
e. Use a dateline (city in caps, etc.) if appropriate. Check the publication’s style.
f. Show the editor where the story ends with ### or –30– centered after the last line.
g. You might add a brief paragraph at the end of the release containing background information about your organization.
4. Hang your story on a “news peg.” What is the news? Why is it important? To be printed, you need to persuade an editor to be interested in your story. Look at other stories that publication printed. Take a careful look at structure. Find the news peg. Opening a new business or introducing a new product is news peg enough for many publications. Beyond that, an effective peg might piggyback on a breaking story or a hot topic. Relevance is critical. Remember, most editors are looking for news, not puff. Linking your product service to a fashion, health, or consumer trend can get your news story published.
5. Provide information. The information should be timely, interesting, or useful. You have a winner if it can be all three.
6. Follow newspaper (or magazine) style. Usually, news stories answer the five journalism “Ws” (who, what, where, when and why) in the first paragraph.. News stories are not essays; they do not have an introduction and a conclusion. They are built with the most important material at the top, and then dribble bits of information down the story. Traditionally, editors cut from the bottom, so keep your most important information near the top of the story
7. Include photographs if the publication uses them. Do not expect magazines or newspapers to return photographs.
8. Rewrite. Cut extra words. Editors appreciate crisp, tight copy.
9. Often editors or reporters will build a larger story out of a news release. Be available, and be prepared to provide additional material. Today, news releases are often sent by e-mail. Computer public relations do not differ much from conventional PR. Good organization is still important. And don’t annoy the editors.
Need some help? You need to get your message published. That is no easy task, but we can help. We’ve been writing, rewriting, and editing news releases for years. Remember, most editors are too busy to rewrite poorly written releases. They want spotless copy that slips smoothly into their systems. Editors prefer news releases that have professional polish and, if possible, a bit of sparkle. Web Landmann can edit and clean up from your draft release or write news release from scratch from your materials.
We price our services based on the amount of work we think the project requires; then, we offer you a firm price, usually from $125 to $275.
How to start: Fax or email copies of all material relevant to the release. Please tell us why it is important, or should be important, to readers. Is there a news peg: a new product, an event, an announcement, a significant staff change, etc.? How is it relevant? We can do a better job if you supply more–not less–information. Please include copies of similar articles published in the target publication to help us analyze publication style and thrust. We will acknowledge arrival and send a quotation within a few days.
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