Fencing’s a SPORT?
A Guide to Promoting Fencing Locally & Regionally
Part 3
Spread Your News
Sample Format for News Release
News Release Notes
(1) Format & Paper
Type or print your release on plain paper. If you decide to use colored paper, be conservative with pastels or other pale colors. Don’t use fluorescents or brights under any circumstances: they can make it hard to focus on the text and will only annoy the reader. If you have an email address for your media contact and the contact welcomes email, use email rather than paper—it’s easier and cheaper for everybody. For email releases, use plain text rather than HTML or attached files.
(2) Letterhead vs. Plain Address
Publicity professionals disagree about whether to use letterhead for releases. A plain typed name and address for your organization will leave more room on the page for your information. However, if you have a distinctive logo and are trying to build a reputation as a source for reliable information, using the logo can help make your organization more identifiable. Again, for email releases, stick with the plain text.
(3) Release Date
Use the date the press release is to be distributed. It is always better to send press releases when they can be used immediately than to ask for the information to be held until a later date (“Hold until <DATE>”). How early you should send releases varies with the type of announcement and the media outlet. Normally, daily papers need information at least three weeks ahead of time; monthlies may need to get them two to three months ahead. If you’re reporting news of something that’s already happened, it needs to be sent out THAT DAY—later than that means it’s no longer news. If in doubt about timing, don’t guess; call and ask.
(4) Contact Information
This information is mandatory! Always give a phone number (email is optional but useful) for someone who can give more information, and always give it at the top where it is immediately visible. In an email release, right before the headline is fine. If your contact is only available certain hours of the day, say so specifically. Give two or three contacts if necessary, but make sure they know they are listed and can answer questions.
(5) Headline
The headline should be descriptive of the information contained in the release. If you’re sending the release via email, the headline should also be the subject line of the email. Don’t get cute here or try for humor—it usually doesn’t work. (On the other hand, try not to be totally uninteresting.) Normally this headline will not be used for publication; most papers will write their own to their specific space and style standards. However, a few may use your whole release, including the headline, exactly as written, so make sure it’s accurate and informative.
(6) Location
Also commonly referred to as the “dateline.” This is optional. Use if your release is going out to papers in a number of cities or to (or from) a city other than your own.
(7) Writing style
Make sure it’s clean, clear, and concise, with the most important information first. Read the “Looking Professional” section (starting on page 10) for more details.
(8) Length
Keep your release to a single page if at all possible. You should be able to provide basic information within one page, or two at most. If you feel background information is necessary, send a fact sheet or backgrounder along with your release. If the editor or reporter wants more information, they can call your listed contact person.
(9) Ending
Use “# # #” or “-30-” (less common now) to mark the end of the release. If you must use a second page (not applicable to email releases), end the first with a complete paragraph or sentence, and type “more—more—more” at the bottom. Put a one- or two-line heading indicating the organization, date, and topic at the top of the next page. Don’t staple pages together.
(10) Reference Copies
Keep a copy of your release for yourself, and give one to your contact person, if different. If you send different versions to different papers, make sure you know which versions go where, so you will know exactly what any questions refer to.
