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Home > Training > How to write a news release
HOW TO WRITE A NEWS RELEASE
In writing a news release do not be subtle. The important
thing is that the whole story should be included in the top line. A News
Release must include contact numbers, a top line, a summary, and then details.
The top line should be attention grabbing, so that a journalist can say to an
editor “there’s a good story here about . . . “
A news story demands five
facts - who? what? where? when? and why? - the five “Ws”.
Be concise and
to the point. Lead with the main fact or statement and present it in the most
interesting way. Give your story punch without distorting the truth of what
you're saying. Use simple language and short paragraphs. Don't use jargon or
"in" phrases.
Type your release on one side of the paper only and use
double spacing - this helps editing. Think up a snappy headline that summarises
what you are saying. Number the pages, and, in the unlikely event of there being
more than one. Write "/end" at the end.
News - like fish - must be
fresh. Rush your press release out before or immediately after the event and
include on it a name, address and phone number where the paper can get more
information quickly.
Your immaculate news release - five cracking
paragraphs and a simply brilliant headline - may not get used. If it does, it
may not be recognisable when it finally appears! If it comes out just as you
wrote it - you are getting good. Even if they don't use your story - at least
they know you exist. Your news release says things about your group and your
priorities as well as about your story: make sure it's good!
The first
paragraph is vital: its impact decides whether the reader will read your story.
A useful tip is that as many of the 'five Ws' as possible should be included in
that first paragraph. Imagine the story written on a matchbox - briefly and
clearly - and make this the opening paragraph.
Interest created with the
introduction must be retained throughout the story. The story must have maximum
interest for the greatest number of readers, listeners or viewers. So don't use
theological words and expressions. Write simply and use short
sentences.
What creates interest? Above all, people. The better known
the person the more newsworthy the story will be, but that is not to say that
only well-known people get into the news. Human interest, suspense,
controversy, progress, and, of course, the unusual, all create
'news'.
Remember the editorial columns of a newspaper are not there for
your free advertising. There must be a news angle to the press release which
must be factual and not based on hearsay.
It takes only a little
imagination to develop a few basic facts into an interesting news story, and you
will improve with practice! Always remember to make the job of the reporter,
sub-editor and printers as easy as possible. So make sure you:
Give the
news release a bright title which sums up the content, e.g. "Vicar joins
Christian Aid".
Always type your news release. Leave a 2" space between
the title and the opening line of the release and always double space the
lines. Don't underline words indiscriminately - this tells the printer that
such words are to be printed in italics. Leave large margins on each side so
that there is room for sub-editors' notes. Use only one side of the
paper.
Use an embargo only when necessary: the words 'For use after . . .
' should then be typed at the top of all pages.
Make sure that the name of
your organisation is clearly printed at the top of the first page, and that, at
the end, you give your own name and telephone number(s) (office and/or
home).
Be available. If you cannot be contacted, the story will probably
not be used. Be prepared for a phone call or a visit from a reporter. Think out
what further information you are willing to disclose. Never say 'Yes' or 'No'
to a reporter! Always treat reporters with courtesy. Always ask them to phone
back if you are unprepared for an interview. Ask the reporter to read his or
her story over to you when it is written. This means that the reporter can
check the facts - and you know what's coming. If there is something wrong,
point it out nicely.
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