Assembling an Effective News Release: Part I
July 28, 2009

A news release is a cost-effective tool that can be used by anyone attempting to get his or her story told. The relevance of the topic and how well the release is written are key. Why does a well-written release improve the chances of pick-up? Reporters are tight deadline creatures and a release showing strong writing gives them the opportunity to cut-and-paste sections to be used in their articles. Never underestimate the importance of good writing. The following guidelines should be followed with any media pitch:

Is your topic “newsworthy?”
There’s no way that every news release will be picked up and turned into a published story. It simply isn’t possible, (and longer term, as you build a relationship with the reporter who covers your industry, it isn’t necessary, but more on that topic in a future blog.) The best way to ensure that your news release IS picked up is to be certain that your pitch is newsworthy. Before you begin writing a news release (or hire someone to develop a news release campaign) think about the relevance of what you want told. Put yourself in the reporter’s shoes and decide whether your new product, human interest piece, etc. will be considered “worth it” by the reporter. If you feel the need to exaggerate your news, chances are, your news isn’t newsworthy.

Now comes the hard part…
When writing your news release you must ensure you’re providing the reporter with key information about your topic by answering the age-old questions, “who, what, when, where, and why.” When answering these questions, be sure not to write a five-page essay. Stick to the facts and avoid fluff. If you were a reporter, would you sit and read a lengthy pitch when your editor is expecting a 1,000 word article by midnight? No way! Therefore, keep your release to one page or 1 ½ pages. Also, make sure your story contains a good hook—what’s a different angle the reporter or editor hasn’t considered before?—and use active, not passive, voice.

Check back next week to find out how to make an effective pitch and the right way to follow-up with reporters regarding your news release.