Successful News Releases
- 7 Must-Know Tips
Before you send out your next news release review the following:
- Make sure it's important enough. One or two "ho-hum"
news releases are like crying wolf. If you get a reputation for
sending out releases when they aren't warranted, you may end up
being ignored when your organization has something really important
to tell the world.
- Make it short, preferably one page.
- Include the Five W's: who, what, when, where, why. If you have
useful background material, send it as an attachment.
- Use clear ordinary language.
- Be sure to include the name or names of people in your organization
who can be reached before and after office hours in case of questions.
List business and home phone numbers. One unanswered phone can
"turn off" a reporter on a bad day.
- Consider how and when to release your information. Keep deadlines
in mind. You could release your information - if it's important
enough - on a riverbank (pollution story), courthouse steps (legal
case) or at the home of your president.
- At the end of every news release, include "See our listing
on page of the current edition of Sources, or at
This reminds journalists of an excellent additional source of
information about you - one at their fingertips. It shows how
serious and organized you are about media relations. The journalist
recipients of your press release will tend to remember - between
press releases -they can find you in Sources.
Barrie Zwicker is Publisher Emeritus of Sources
Names & Numbers and a Segment Presenter specializing
in media criticism and the Internet on Vision-TV's daily human affairs
program Skylight. He can be reached at 416-651-558.
This article originally appeared in The
Sources HotLink, published by Sources
and available online at www.hotlink.ca.
Releases That Work
Princess and the Press: How to write a news release that will make
you the belle of the ball
News Release Service
If you found this article valuable, please consider donating to Connexions.
Connexions exists to connect people working for justice with information, resources, groups, and with the memories and experiences of those who have worked for social justice over the years. We can only do it with your support.
Donate or Volunteer