Writing Effective News Releases
- Make it newsworthy: Pinpoint what the need is and write from that perspective.
- Write a headline that gets to the point: Immediately tell why the news is important. Avoid promotional sounding words e.g. "Fastest growing internet company sponsors tree planting in a thousand hectares/acres on Earth Day.”
- Write a strong lead paragraph: 5 Ws and 1 H; use this paragraph to summarize the news. The first ten words of your release are the most important, so make them effective.
- Formulated a brief description of the news, then announce it.
- Give news details so the reporter or correspondent understands why it is important to read further.
- Include a short summary of the organisation or association, including information about what distinguishes the organisation.
- Make sure the organisation's contact information is complete and correct.
- Delve deeply into the subject area.
- Are interesting and easy to understand.
- Have consistent and accurate messages.
- Should not be laden with acronyms or bureaucratic language, or otherwise read like academic papers or technical documents, but instead should read like a story.
- Assist the reporter soas to gain better media coverage.