ADwire » News Releases 101

News Releases 101

May 1st, 2008 at 04:08pm Cindy Harris

I get asked all the time, “How do I get <insert event/product/announcement here> covered in the news?” Well, I say, that depends, but the first step is to do a news release.

So, a few tips on what EVERY news release MUST have:

1. Contact information. Seems like a no-brainer, but it’s not. And if you’re not in your office most of the time, then include an alternative way to get in touch with you. Deadlines wait for no man.

2. Date. So the media knows that they’re not dealing with outdated information.

3. An interesting, descriptive headline (and subhead if need be). Make it timely and topical. This is your best chance to getting a reporter’s attention.

4. The 5 Ws. Who, what, where, when, why - give ‘em all their answers up front. If reporters call because of your release, you want it to be for quotes that promote your organization’s mission…not for the address of where the new-product announcement is happening.

5. A reason to care. Editors and reporters can get dozens of releases - sometimes many more - every day. Make your information news-worthy so it grabs their attention. Before you send something, always ask yourself, “who cares?” If you answer, “no one,” rethink and rewrite it so that someone will.

6. Correct grammar & spelling. Proof read - sloppy writing will not win you any friends and just reflects poorly on your organization.

7. Company info. Include a brief description of your company - and your web address! - at the end.

Optional elements could include:

A quote. Talk to a pertinent employee or customer & include their comments. Got a CEO who’s less than verbose? Write quotes for him/her and get a sign off if you must.

Statistics, charts, graphs. Good, verifiable data - particularly if it ties in to a current industry or news trend - is like nectar to reporters. Find a nugget of data to tie into your release and you immediately broaden your announcement’s appeal and audience base.

In an future post, I’ll talk distribution and follow-up, two other keys to getting your news covered.