A news release detailing a new program or event is a great way to let media and others know about your activities. It is important to have a clear objective for developing a news release. Think through the following questions: What is my news? What result do I expect from this news release (inform, educate, persuade, activate, etc.)? Who would be interested? Why would they care?
Below is a list of basic steps to help you get started. We have also provided you a news release template and sample to guide you in your efforts.
Basic Format of a News Release
- Print the release on your organization's letterhead.
- Place the phrase "For Immediate Release" and the date on the upper left margin.
- Below this phrase or on the right margin, place your contact person's name and phone number.
- Compose a short headline that clearly describes the news release content and grabs the reader's attention. Center it in bold type on the page. Place concise secondary subheads in italics below the main headline.
- Begin the first paragraph with your dateline. The dateline identifies where the news originated. For example, "MADISON, WI.—The Madison Health Department launched a new program today to help kids get active right in their own neighborhood."
- Put the date, time and other time-critical information related to your activities in the first paragraph. Concisely summarize the facts—who, what, when, where and why—in the first paragraph.
- In the second paragraph, insert a quote from a leader within your LHD, such as the director or a project head, about the event or program. Be sure to identify the source of all quotes. Make sure that the quote content explains and enhances the story, and that there is a clear relationship between the person quoted and the story. Try to limit the number of quotes to no more than two people.
- Details on the event and the program go in the third paragraph.
- The final paragraph covers basic organizational information, e.g., who you are, history of the event or program. If you have a list of member organizations, sponsors, or other partners, list them in an attachment rather than incorporating that information into the text of the release. This makes it easier for a reporter or editor to review.
- If your release goes beyond one page, type "-more-" at the bottom of the first page. Keep the release to a maximum of two pages, but strive for one.
- At the end of your release, type "###" or "-30-" to indicate the end of the copy.
General Guidelines
- Use short, declarative sentences and double-space the lines. Make sure to use an active verb and the word "today" in your first sentence.
- Avoid the use of jargon and explain any acronyms at their first use, e.g. "The Centers for Disease Control and Prevention (CDC)…" Avoid "puff" words and phrases such as "exciting," "very large," "monumental," etc. Be as clear and concrete as possible in your descriptions.
- Link the facts of the project or event to an important issue or need in your local community. Using real-life examples helps make the human connection. Highlight benefits of your work to the community.
- Review the release for clarity and flow, and be sure that all words and names are spelled correctly.
