• It's the news story that YOU would want to see written.
• It informs reporters about your campaign, event, report, or issue.
• It's more detailed than the advisory; it should tell all the information a reporter needs to write her piece.
• It's sent out the morning of or the day before the event.

Elements

• Headline: This will make or break a news release. Include the most important information in the headline, and make it punchy. The headline can be up to four lines if necessary, including a sub-head, if used, but keep it short and remember to use a large font (it's eye-catching).
• Important information should jump off the page; most reporters will only spend 30 seconds looking at a release.
• Spend 75 percent of your time writing the headline and first paragraph.
• Use the inverted pyramid style of news writing. Make your most important points early in the release and work your way down.
• Keep sentences and paragraphs short. There should be no more than three sentences per paragraph.
• Include a colorful quote from a spokesperson in the second or third paragraph.
• Include a short summary of your organization or coalition in the last paragraph.
• Mention "Photo Opportunity" if there is one and be sure to send it to the photo editors as well as to the reporters. They don't always share information with each other!

Structure / Form

• In the top left corner, type "For Immediate Release."
• Below the "For Immediate Release," type the date.
• Contact Information: In the top right corner, type names and phone numbers of two contacts. Make sure these contacts can be easily reached by phone. Include the contacts' home phone numbers, if appropriate.
• Type "###" at the end of your release. This is how journalists mark the end of a news copy.
• Type "MORE" at the end of page 1 if your release is two pages, and put a contact phone number and short headline in the upper-right hand corner of subsequent pages.
• Print your release on your organization or coalition's letterhead (if you have it).

How to Distribute It

• A release should be sent out the morning of, or the day before your event. In some cases, you may want to send an "embargoed" copy to select reporters ahead of time, meaning that the information is confidential until the date you specify.
• Generally, send a release to only one reporter per outlet.
• If you are announcing an event, check to see if your region has a "daybook" (you can find out by calling the newsroom of your largest local newspaper). Be sure to submit your press release to the daybook. A daybook lists news events scheduled to take place in your region that day. Major news outlets review the daybooks each morning.
• ALWAYS make follow up calls after you send the release. If your release is announcing an event, make the calls the morning before your event is scheduled.
• Have a copy of the release ready to be faxed when you make the calls.

*Adapted from Salzman's "Making the News" and SPIN Project Materials