Mechanics

• Type; double space.
  
  
• Print one side only, 8-1/2" x 11" paper, either letterhead (mark clearly as “NEWS”) or special news release paper.
  
  
• Mark “For Immediate Release” at top and include date.
  
  
• Mark “Contact:” and list name(s) of person(s) to contact for additional information and clarification; also include address (if not elsewhere on the release) and day and evening telephone numbers.
  
  
• Dateline (optional) should include city and state from which news emanates.
  
  
• Slug “-more-” at the bottom of each page except the last.
  
  
• Number all pages but the first.
  
  
• Slug “- 30 -” or “# # #” at the end.
  
  
• Limit releases to two or three pages — one page, if at all possible.

Style/Content

• Ideally, every release should answer these questions or it shouldn’t be sent:
  Who? What? Where? When? Why? How?
  
  
• For the release to be newsworthy, it should contain one or more of the following:

  Timeliness*		Tragedy
  Novelty		Romance
  Well-Known People		Future*
  Conflict*		Money
  Public Interest*		Confidentiality
  Mystery		Sex
  Human Interest*		Humor

  
  *most common
  

• Gather the facts.
  

• Write a headline that’s simple, direct and in the active voice.
  
  
• Write a crisp lead that gives the editor a reason to read the rest of the release.
  
  
• Be clear: Before making others understand it, you’ve got to understand it.
  
  
• Be concise: Brevity promotes clarity.
  
  
• Follow the “pyramid” style of writing, making the most important points in the first paragraph and amplifying them in succeeding paragraphs.
  
  
• Incorporate a good, realistic quote, if appropriate.
  
  
• Avoid superlatives and overused adjectives like “best” and “unique.”
  
  
• Confirm all facts and figures: Accuracy is your currency.
  
  
• Have someone else review and copy-edit the release.
  
  
• Proofread the release at least twice.

Miscellaneous

• Know the intended medium and write for it (see Broadcast News Release Checklist).
  
  
• Update your mailing list; send releases to “Mr. Robert M. Smith,” not “Editor.”
  
  
• Mail selectively.
  
  
• Include a personalized note with selected releases, perhaps suggesting a particular angle.
  
  
• Say thank you.