Press Releases[i]

To send a news release, you first need to compile a list of media outlets to send information. Be creative and open-minded, keeping in mind that some of your news releases might work best for the print media audience, while others will work best on an online community calendar or even a social media website.

Start by checking phone books, the local library, and free newspaper you see around town. You can also search online by the name of your community and “media” and/or “news.” Before sending out a press release, contact the newspaper to find out how they would like to receive the press release. Most prefer emails, but some still like to receive hard copies.

It helps to build a relationship with the media and, to do this, it helps to understand the profession. Consider the following:

  • Every media has a “gatekeeper,” an individual or group of individuals who have the task of screening incoming news releases and deciding what will be reported. Get to know the gatekeepers at your media outlets.
  • Understand that your job is not getting something from editors and reporters, but rather giving them information their audience will find interesting or useful. If you make personal contact with editors and news directors, ask questions – what is their target audience, what types of stories are they trying to convey to their audience? What news trends are they following?
  • When contacting a media outlet, don’t try to push stories on your initial visit. Instead ask how you can be of help in providing them with story ideas. Ask how the agency would prefer to receive information – by phone conversation or by email? What are their deadlines?
  • Keep in mind that news people are busy. Present them with ideas or news releases their audience will find useful, interesting, and even amusing.
  • Don’t expect the news outlet to write your publicity for you. Media outlets are inundated with story ideas from a wide variety of resources. Often, reporters are assigned to beats and must cover them first before considering other story ideas. Any way that you can make it easier for the media to cover your publicity will be most appreciated.

One key to building a good relationship is by submitting your press releases in a timely fashion. It doesn’t hurt to send a press release in a week ahead of time for a daily media source or two weeks ahead of time for a weekly source. Monthly media outlets, such as magazines, often require even more of a lead time – one to three months. The best way to ruin a relationship with a media outlet is to turn press release inon deadline day, or worse, a day afterword. If sending the press release by email and you plan to include attachments, make sure the agency can open the attachment. If unsure, paste the release into the email.

If sending photographs, make sure that they are sharp, well-composed, large prints. Snapshots, Polaroids, or scanned digital items usually can’t be used.

If submitting a digital photo, find out the preferred resolution (75, 150, or 300 dpi) ahead of time and graphic-file format (tif, jpg, bmp, etc.)

Writing the Release

Here are some tips for writing your own release

  • The Headline Sells. Editors faced with a desk full of news releases look for something to attract their interest, so sell you news via the headline. Be concise and exciting, not mundane and predictable. Determine the most important news in the release and covey it in a one-liner that sells.
  • The Five Ws and H. Remember primary school composition? The necessary elements of the press release are who, what,where, why, when and how. Account for them at the beginning of the release. Editors appreciate seeing the critical information at the start of the story.
  • Quotes Add Spice. Quotes lend credibility to the story and identify a contact for potential interviews. However, don’t confuse the story by quoting too many different individuals. At least one quoted person is necessary, two are good and three is too many.
  • Just the Facts. You’ve got the readers’ attention, so now reinforce the message with facts. Focus on how the news will have an impact on the media audience.
  • Don’t forget the Ending. Prepare a “standard” paragraph that provides additional information about Recovery International, an address, phone number and a contact person.

[i] Adapted from Kiwanis International Press Relations Pamphlet