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Therefore, news releases have this structure: a headline, and
first paragraph giving most important information. The first paragraph tells entire story.
Then each succeeding paragraph gives more information in order of descending importance. You can chop off any of later paragraphs and still have story make sense.
I like using a headline in a news release, but it's optional. Unlike headline in an ad, your headline shouldn't be cute or gimmicky, it should summarize story in five or six words. For example: 'Nursery Gives Away Free Trees'; 'New Store Opens'; 'Delaney Sponsors Local Swimmers'.
The first paragraph is your story in a nutshell: who, what, how, when, where and why. It's easy to write. Just state your case. Tell who you are, what you're doing, how you're doing it, where you're doing it, and why.
Here's an example of a headline, and first paragraph of a news release:
LOCAL WRITER OPENS NEW COPYWRITING BUSINESSS
Last Thursday, local writer Samantha Jones opened Pine Ridge's first copywriting business, "Just Add Words", at 4784 Boundary Road. Ms Jones said: "I decided to start my new business when I realized that Pine Ridge has two businesses offering secretarial services, and three printers, but no one's helping local businesses to write their marketing communications."
As you can see, it tells complete story in first paragraph, and it's all facts. Let's hope that some enterprising journalist decides to give Samantha a call, and writes a story about Samantha's new business.
If you're new to writing news releases, go to library and take out a couple of books on public relations. The books will give you lots of information on how to find material for news releases, and also sample releases.
Beware some of so-called news releases you find online. Most of these are simply advertising, dressed up to look like a release. They're not news releases, because news releases contain facts.
Good luck with your news releases and remember: just give facts.
***Resource box: if using, please include***
Veteran multi-published author and copywriter Angela Booth crafts words for your business --- words to sell, educate or persuade. E-books and e-courses on Web site. FREE ezines for writers and small biz: http://www.digital-e.biz/
Australian author and journalist Angela Booth is the editor and publisher of Creative Small Biz, a new free weekly ezine for writers, designers, photographers, artists and other creatives. Creative Small Biz helps creatives to transform their talents into a flourishing business.
