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Table of Contents

Web

Technology

Location

Legal

Personnel Management

Risk Management

Insurance

Business Success Tips

Sample Documents

Checklists

Contributing Authors

	Joe Kennedy Author of The Small Business Owner's Manual
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	Stephanie Chandler Author of The Business Startup Checklist & Planning Guide
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	Steven D. Strauss Author of The Small Business Bible
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	Tom Severance Author of Business Start-Up Guide
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News Releases

When you or your company does anything newsworthy, send a news release to the appropriate media. Make sure it is “news” and not just an “ad.” Use your creativity to find a news angle if necessary. Neatly and accurately type it. Follow these basic rules when preparing the story:

Type double or triple-spaced, one side only, on 8.5 by 11 inch paper. Avoid paper that smears.
In the upper left corner, type your business’ name, address, and then your own name and telephone number. This will identify both the business and you as the news source. The editor will have no trouble reaching you if there are questions about the story. Put the date in the upper right corner.
Put the release date a few spaces from the contact identification. Examples include For Immediate Release, Release At Your Convenience, and For Release After April 3. Follow-up with a phone call if it is time sensitive. If you are giving an exclusive, let the recipient know by typing Exclusive above the release information. Don’t give the story to any other news source.
Use an interest-grabbing headline to catch the attention of the reader. Address the release to the specific department and the specific editor if possible.
Start typing the story about one-third of the way down the page. Keep the story as brief as possible. Use short sentences. Head all following pages with the business’ name and the page number.
Answer the journalistic questions raised by who, what, where, when, why, and how. If the release needs an explanation, attach a short note.
Indicate the release continues to the next page by using “-more-” at the bottom of the page. At the top of each page, type the headline again and add the page number. Try to keep the release to no more than two pages. Indicate the end of your release by using “# # #” or “-30-."
The telephone is a beneficial tool in news gathering. However, it’s not necessary to call the newspaper to ask whether you can send in a story. Simply send it. Additionally, don’t expect an editor or reporter to take your routine story over the phone.
Give the full name of your business in the story and fully identify it. Don’t assume readers know the business.
Consider the market served by the paper, magazine, radio station, television station, or other media. Prominently mention those aspects or angles at the beginning of the story and highlight them throughout.
Don’t begin a story with a time, day, date, or name.
Don’t submit carbon copies or duplicated copies that are impossible to decipher.
Don’t submit copy typed in all capital letters. If you’re unsure about capitalization, the journalist will correct any errors.
Use a person’s full name the first time you mention it in a story. After that first mention, use the person’s last name alone. Rarely use nicknames or the terms “Mr., Mrs., and Ms.”
Use “women” instead of “ladies,” and use “men” instead of “gentlemen.”
Don’t use glowing tributes, flowery descriptives or similar adjectives that constitute opinion. News stories are objective and do not contain editorials.
Remember that names make news. Don’t leave out the names of anyone pertinent to the story. At the same time, avoid long lists of names when possible.
Make sure the release is “news” and is relevant to the subject and geographic coverage of the media selected. Keep the “plugs” for products and services to a minimum.
Remember the theory that a picture is worth a thousand words. Consider furnishing a picture or requesting a media photographer for your event. If you take your own photograph, make sure it is sharp, black and white, and preferably at least 5 by 7 inches.
Take interesting photographs instead of the run-of-the-mill poses people see and use every day. Try to have no more than three people in a photo. Try to have them doing something. Describe the photograph and identify the people from left to right by typing or clearly printing a cutline for the photograph. Paste it onto the photograph and fold it back. Never write or type on the back of a photograph.
Cultivate good long-term relationships with the members of the media. Be honest and fair. Don’t play one department, one newspaper, or one reporter off against another.
Don’t go over someone’s head except in the most extreme case. Don’t exaggerate the importance of a news release. Don’t throw your weight around. Don’t leave information holes in your new release.
Don’t complain if they rewrite your release. Don’t complain if they cut it or leave it out completely. Don’t get angry and don’t demand a retraction for unimportant details. Don’t send lavish gifts, don’t lean on newspaper friends, and don’t threaten anyone.
Be as helpful as possible and do as much work as possible to make the reporter’s job easier. Trust reporters to honor your “off the record” comments.
Honor exclusive stories and give credit where and when due. Thank people who have been helpful. Politely tell a reporter if something is incorrect.
Take an interest in the media. Subscribe to and read all publications where you send releases.