Write An Eye-Catching News Release

One of the most inexpensive ways to publicize an event, achievement, or other important bit of news is to distribute a press release—also called a news release—to the media. Newspapers, magazines, and radio and television stations are always on the lookout for information about community events, business developments, and general interest subjects. If your release receives attention from the media, you’ll enjoy a huge benefit: free promotion.

Obtaining information
A news release is really just a short article. And like any article, it’s necessary to conduct some research before writing. For example, if you want the local TV station to cover your business’ grand opening, you’ll need to provide some very specific information. When will the opening occur? Where will it take place? Can you provide directions to avoid confusion?

You may need to talk to other people to obtain these details. Be sure to double-check all facts. Maria Henneberry, former bureau chief and news anchor for WMBD and WYZZ, offers this advice: “Make sure the date, time, and location are correct in your news release. There isn’t usually time [for busy media personnel] to try to figure out the actual date if the information provided—such as the calendar date and the day of the week—don’t match.”

Also, try to review as many written materials as possible. This will allow you to become familiar with basic information before you conduct interviews. It will also deter you from asking questions that could easily be answered by glancing at the first page of an employee manual or the company web site. Brochures and newsletters may also provide unique and interesting facts about your company. Use this information to convince the media that your event is newsworthy.

Writing the release
Once you’ve collected pertinent information, it’s time to begin writing. Keep in mind that releases most likely to receive attention are concise (no more than one page), contain all relevant information (who, what, when, and where), and offer a solid reason why the public should be interested in the event. Terry Greenberg, editor of the Pantagraph, shares this tip: “Tell us upfront why this information is going to matter to our readers. Don’t make claims, don’t sell things, and don’t say this is greatest product ever…that’s what paid advertising is for.”

For recurring events, consider exploring a new angle to help get the media’s attention. “ISU move-in happens every year, and every year it’s a madhouse. That’s nothing new,” Henneberry says. “But if a 75-year-old grandmother is returning to school and moving into a dorm, or quadruplets will be living in Watterson Towers, that puts a fresh spin on a routine story.”

Always include complete information for the contact person in a release (name, phone number, email). Know when the news release will be submitted and make sure the contact person will be available to answer additional questions from media personnel.

It’s a good idea to become familiar with the standard format used for releases. Some format flexibility, however, is acceptable. Willis Kern, news director at WGLT, says that all sorts of news releases come across his desk, from formal letters to bits of information scrawled on postcards. He says, “I think that including who, what, where, when, and why is most important. I usually don’t consider the format much, although if I get a news release on business letterhead, it is more likely to grab my attention.”

Occasionally there isn’t time to write a formal news release. Hard crime situations (shootings, robberies, etc.) often require immediate attention. For time-sensitive events, even the shortest release can stand out if it includes the basic information.

All releases, however, should contain relevant information within a single page. Henneberry says, “We usually give 30 seconds to one minute to review news releases…you only have a minute or so to catch our attention.” Kern agrees. “If you can’t get it on one page, you’ve probably got too much information.”

Distributing the release
Fax, email, and the postal service are all acceptable methods of distributing press releases to the media, but keep in mind that “snail mail” will take a day or two for delivery and email messages may not be read right away. In the event of breaking news, fax is the best option. “Newsrooms are areas of high traffic,” Henneberry explains, “which means that there are many sets of eyes available to notice an incoming fax right away.”

For some medial personnel, email is a favorable method of communication. Greenberg prefers receiving releases via email because he can forward and cut and paste information as needed. “[With email] there is less chance of error if we don’t have to retype the information.”

Kern also prefers to receive releases using email, but warns against sending attachments, especially if the sender is not familiar. “I open attachments only if I know who the sender is. Last year I was getting emails from Jack Ryan and didn’t know it because of a cryptic email address. It wasn’t until I got a fax with similar information that I realized who had been sending the emails.” Kern acknowledges that attached files are useful for printing and filing, so he recommends placing basic information in the body of the email and noting that an attachment with additional information is included. Typing descriptive information in the subject heading will also help draw attention to important news.

Timing
Try to send news releases about two weeks before the event is scheduled. Releases sent earlier than that may be lost in the shuffle. It’s also a good idea to follow up with a phone call to make sure the information was received, but even this doesn’t always guarantee that an event will be covered.

“Don’t be afraid of rejection,” Kern advises. “All media outlets won’t be able to cover your event, but know that the law of averages is in effect.” In other words, the more regularly you send releases, the better the chance of having an event covered in the future.

Other tips
Be aware that print mediums may use your release in full, in part, or as a springboard for an interview. If you are contacted for more information, be as friendly and helpful as possible. If you notice your release ran in the paper shortly after you submitted it, drop a short note to the editor and thank him for his attention to your release. Ditto if your event received coverage on television or radio.

And finally, don’t limit announcement to local media outlets. Does your profession have a trade publication? If you’ve opened a new guitar store, let the music industry magazines know about it. Is your company planning to sponsor an event to benefit a special needs group? Let relevant trade journals know about your goodwill. It doesn’t cost anything to request media attention once you’ve sent your release. Look at it this way: you can’t afford not to.

SIDEBAR
News release dos and don’ts
Do….
- Include pictures when possible. 5 x 7 digital images (200 dpi) are best.
- Try to include quotes from a respectable source (e.g., CEO or location manager) in your news release.
- Consider planning for an alternate location for outdoor events for news conferences.

Don’t…
- Don’t call the morning of an event and expect to receive coverage.
- Don’t be pushy about having your event covered. The media isn’t able to cover every event, every time.
- Don’t be discouraged if your event doesn’t receive attention. Continue to notify the media about future events.

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Business to Business: Connecting Central Illinois Businesses

November 2004

I have been a regular contributor to B2B since September 2004