Follow this step-by-step process to write and expose your news. FORMAT
Call it a 'News Release', 'News Bulletin' or 'Announcement'. 'Press Release' sounds like propaganda.
Add, 'For immediate use'. This implies urgency. It also allows them some choice on when to run it. If
news is date sensitive state 'for use before' or 'for use after'.
Fax or mail? If urgent - fax. But to get noticed mail it. They get a lot of junk mail and junk fax. The fax junk looks too much alike. If you mail it you have a chance to get attention with colour and feel of paper. Send it on good quality paper with your logo. That could be your letterhead.
Don't address it to 'newsroom' or 'editor'. That's same as 'occupant'. Instead address it to a person. Get their name.
Make it easy to read. Maximum one page. Use easy to read font. Twelve point size Times Roman works well. Add a little spice by bolding key names - but sprinkle lightly. Italics draws attention but is hard to read. Use capitals and small letters - don't print whole thing in capital letters. That is extremely difficult to read. Keep paragraphs and sentences short. Double spacing is best.
Make it clear whom release is from. Lead with city and date of release. This gives perspective. At bottom of page state, 'The end' or '- 30-' Show contact name(s) and phone number(s) clearly at bottom or top of page.
Make sure those contacts receive a copy of release and that they will be available and prepared to talk to press when called. Impress on those contacts that press need speedy responses to make their deadlines.
CONTENT
Start with a strong title. A subtitle is not necessary if title is strong. Study newspaper headings for ideas. Examine style of target media you are trying to reach to get ideas.
You have only one chance to hook them with title. If you do not, they will not read any further. One glance at headline is how they preview release. There must be words, themes, companies, personalities or issues in title that slows their glance enough to invite them to read first paragraph.
The first sentence must grab them. Rework that first sentence until first few words or even first word pulls reader in.
The first paragraph is important. It should contain your most important message. If they read that far - it is what draws them into story. Write that first paragraph as if that might be only paragraph they print.
Follow with next points in order of decreasing importance. Assume that they might chop it after any paragraph. Write each paragraph applying same approach to your sentences. If they only print one sentence make that first sentence.
