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From Media for Social Change: A Resource Guide for Community Groups (Revised edition, 1986), published by the Community Forum on Shared Responsibility, Toronto.
For maximum impact, news release should follow standard journalistic style:
In terms of content, tell the story in newspaper-like, inverted pyramid style:
- give the most crucial information first. The first paragraphs
should quickly answer the five standard questions of news writing:
Who, What, When, Where and Why. The succeeding paragraphs should
develop the facts in descending order of importance.
A quick way to get your news release around to most mainstream media is to take it to Queen's Park and leave it in the Press Gallery mailboxes of those outlets which have representatives there.
The standard guide to news style is The Canadian Press Style Guide,
(available 36 King St.E, Toronto, M5L 2L9). Conforming to standard
news style will make you material more acceptable to reporters and
News releases that work - and those that don't - What makes a good news release.
Successful news releases - 7 Must-Know Tips - Before you send out a news release, make sure you know what's you're doing.
Media Names & Numbers - If you're going to contact the media, you need a good media list. This directory (in print, online, and also available as a database and mailing list) has listings and contact information for all print and online media in Canada. Also available as a database and mailing list.
Release Distribution - If you want to contact a lot of
media outlets at once, it may be better to use a news release dissemination
Media Calendar - If you are promoting an upcoming event that you want the media to cover, you can list it in the Sources Calendar, which reaches journalists across Canada. Listings are free if your organization is listed in Sources; there is a small fee if you aren't.
Sources - The directory which connects organizations with messages to get out to journalists looking for spokespeople and experts on the issues they are covering. Both the online and print versions of Sources are widely used by reporters, editors, producers and freelancers working on stories.
HotLink.ca - Web site featuring practical articles about media relations and public relations.
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