Resources and Tips
"Tips of the Trade" July/August 2002
PRESS RELEASE GUIDELINES
A press release is:
- A short, written document with a clear headline at the top, with
- Sufficient facts and quotes to support a short news story,
- Brief supporting background on the organization and product involved,
and
- Contact information for journalists who want to follow up with
a phone call for more information.
- Press releases require both good form and good content. The story
or announcement should be in an appropriate and professional format
so that journalists know what the story is about and find it easy
to work with.
Following are some guidelines for writing good press releases:
- Copywriters and editors cut from the bottom up when limited for
space. The first and second paragraphs should include the most pertinent
information.
- A release should include WHAT the event is, WHEN the event is taking
place, WHERE it is taking place, HOW MUCH it costs (if anything),
WHO is involved, WHY it is taking place and HOW it is being made possible.
- Press releases should be printed on one side of the page and no
more than two pages long as a rule unless it is a major story.
- Use both the day and date of the week if announcing a program or
class. This allows the editor to cross-check for accuracy. For example,
use Tuesday, July 9, 2002 to avoid needless agony over publishing
the wrong date for a class.
- Avoid using jargon that only other Extension people would recognize
and be sure to spell out acronyms.
- Always have someone proofread your press release to see if it makes
sense or to find spelling errors and typos.
- If appropriate, include one or two quotes from organization or community
leaders. This will increase the credibility of your release and the
organization.
- When possible, list two people as contacts, or two phone numbers
for yourself. An editor on a tight deadline needs to be able to contact
someone immediately or your release might be replaced by someone else's.
Here are a few "don'ts":
- Don't send inappropriate or late releases. Have a current list of
media contacts and know the deadlines for publication.
- Don't make any errors! Typing, spelling or grammatical errors will
put your story and your credibility into question. A proofreader will
help avoid this.
- Don't bug reporters for things like copies of your printed story,
or reasons for not printing your story. They are busy with the next
story and you should be, too. If, however, there is a glaring error
in their story, do call and politely tell them about it.
- Don't put off returning a phone call from a reporter. They work
on a faster clock than we do. When a journalist calls about your release,
return the call within hours, not days. If they don't hear from you,
someone else's story will take priority.
Resources and Acknowledgements
Thanks to Chris Howell of Josephine County for submitting information
included in this month's "Tips of the Trade". If anyone has
items they wish to contribute, please send them to Jean
Stilwell, Marketing Leader.
Examples of Press Releases:
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