BEST  practices
   
Elements of a News Release
By Erin Fossum, MAVA Intern, Spring 2005
 

1. Contact Information
 
Include the name, address and telephone number of the release writer at the beginning of the release. In case an editor may want further information, they will then have the contact information necessary to further research the topic.
 
2. Headline
 
Type the headline in capital letters. The headline should be attention getting and should summarize the main point of the news release.
 
3. Dateline
 

Specify the release date and the city of news origin. While most news releases will be designated "For Immediate Release," some will designate release for a later date. This informs the media when the information may be released to the public.
 
4. Body
 
The headline and the first paragraph should provide a summary of the information presented throughout the remainder of the news release. It should encourage the reader to continue reading the release. The rest of the body should include detailed information regarding the following:
 
  • Who is involved?
  • What is going on?
  • When will events take place?
  • Where will these events take place?
  • How can a reader or listener act?
  • Why is it happening?
5. End

The last paragraph of the news release will be the organization's "boilerplate". While it may be obvious, make sure to let the media know where your news release ends. This allows them to be certain that they have the full story and nothing is missing. Two ways of doing this are by including the following at the very end of your news release.

  • ###
  • END
Some Tips for Writing a News Release
 
By Erin Fossum, MAVA Intern, Spring 2005
 
  • Generally, the news release will be printed on the organization's letterhead. News releases should be double-spaced on paper stock.
  • Typically the news release will be sent to and potentially placed in numerous media channels so try to use form and style that could be used with minimal editing. By doing so, you will be creating less work for the various media outlets running your story.
  • Paragraphs should be short (no more than six lines).
  • Apply the journalistic standard of the "Inverted Pyramid." Begin by presenting the most important information in the first paragraph. The least important information should appear near the end.
  • Use a third person point-of-view. Avoid using "I," "you," "we" and "us" and replace them with "he/she" and "they."
  • Journalistic shorthand or "slug lines" should appear on a release. For example, "more" at the bottom of a page when the release continues to another page.
  • When appropriate, include natural sounding quotes from organization individuals. This will add life to your news release. (These quotes should appear in either the middle or the end of the news release. They should not be presented in the first paragraph.)
  • Avoid self-serving comments and phrases. Try and stick to the facts and make sure to provide attribution to any statistics, facts and figures that are presented within the news release.
  • Make sure to include a "boilerplate." This will be the last paragraph of your news release and should include a formulaic statement about the organization. An organization should write one "boilerplate" which they will use for each news release that is written.

  • Keep it short. A typical news release is no longer than two pages.

 
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