Mark Gebbie -- "This article courtesy of Duncan Morrow"
A news release is known in the news business as a "handout." News people
are used to rewriting handouts. They don't get angry if the news release
is not a perfect composition, but they do get upset if the facts are not
all there. Small papers have few reporters and like to use news releases
without re-writing them. Most people can write well enough for small
papers. So be humble. Put in all the facts. Write simple sentences.
THE FIRST PARAGRAPH
The first paragraph is a summary of what the release is about. In the trade
it is called the "lead." These important three lines (never more than four!)
determine whether your release sinks or swims.
The Coronado International Historical Pageant, depicting the Hispanic and
Indian culture of the Southwest, will be presented free to the public from
10:30 a.m. to 5:15 p.m., on Sunday (April 20) at the Coronado National Mem-
orial in Arizona.
This is a fairly routine lead. But notice it answers all the important
questions: What? Why? Who? When? Where? It also illustrates another basic
rule on the sequence of listing time and place which is called "little time,
big time, place." Little time: 10:30 a.m. to 5:15 p.m. Big time: Sunday
(April 20) Place: Coronado National Memorial in Arizona.
Alcatraz Island, which has been closed for repairs for two weeks, will be
re-opened by the National Park Service for the public on Sunday (April 20),
said unit manager Colleen Collins. Reservations at $4.50 each are being
accepted for the ferry boat service that begins at 9 a.m. every day, Collins
added.
The release had two points to make: Alcatraz Island is re-opening AND
reservations can now be made. Too much for one sentence. Put them into
two sentences. News releases have short paragraphs just like newspapers.
AFTER THE LEAD PARAGRAPH
Write the rest of your news release in logical order. Simple sentences.
Short paragraphs. Use this check list. Did you answer all these questions
(if appropriate)? Who? What? When? Where? Why? How?
They are known to the old-timers in the business as "The Five W's and How."
A FEW TIPS ON STYLE
Newspaper style dictates certain things in writing. Most of these rules
make sense. One rule is: Use the full proper name of a person, or of
anything, only once to avoid clutter in the story. Write, for example:
The Santa Monica Mountains National Recreation Area, then a short form
such as "the area" or "SMMNRA." Another example: "David J. Prosperi,"
then "Prosperi." There is a rule about numbers that you should follow.
Spell out the numbers one through nine except for dates, time, ages or
money. For all other numbers use Arabic numerals: 10, 11, 12, etc. Never
write, "11 a.m. in the morning." Write "11 o'clock in the morning" or "11
a.m." Don't be redundant! Again, the principles: "George Berklacy said the
Santa Monica Mountains National Recreation Area would open at nine o'clock
in the morning." "However, Berklacy later conceded the SMMNRA would not be
open until 10 a.m."
Wire services do not use courtesy titles with full names. Dr. is used for
initial and subsequent references to physicians, but rarely for others with
advanced degrees. Otherwise, for second or further references to the same
person use the last name only, without Mr., but with Mrs. or Miss, as
appropriate. Ms. is used if that is the known preference of the subject.
Exception: Even newspapers that never use courtesy titles in news stories
usually include them in obituary reports, as a sign of respect (but a report
of a fatality is NOT an obituary). Formal titles are capitalized if they
precede a name (Superintendent Ralph Schmidt); lower case if they follow
(Ralph Schmidt, superintendent). Titles are lower case when not used with
the person's name: "The superintendent of Great Buffalo National Park
resigned Wednesday," said William Bigwig, director of the National Park Service.
A NOTE FOR THE OFFICE SECRETARY:
News releases are intended to serve the news media. For that reason,
they should conform to wire service (Associated Press or United Press
International) rules of style. Correspondence manuals and style guides
for research organizations or book publishers should not be used for
news releases.
EDITORS ADVISORY
The Gatekeeper: Every news organization has a central receiver, a person
who screens the flow of incoming releases, calls and visits, determines
which have news potential, and directs how the news organization will
respond. There are assignment editors, city editors, feature editors,
news editors, and more. Radio and television often use the word "director"
instead of "editor." Whatever the title, this is the gatekeeper. Learn who
it is and cultivate that person.
(No, we don't mean $50 lunches.) Make an appointment to meet him or
her professionally. Then, introduce yourself, state your business, and
go. Respect busy professionals. After you've made the initial contact,
reach these people with simple messages on news release paper.
Email versions also must be simple. Graphics and attachments that may
cause newsroom delays or disruptions will win no friends. These messages,
too, have a variety of names: Editors Advisory, Assignment Memo, Media
Advisory, News Memo. This is what gets a reporter to your event.
When you want the news media to cover your special event, send them an
"editors advisory." If you have an advance news release (and you should)
attach a copy to the advisory.
The advisory is particularly valuable in soliciting television coverage.
Include a brief description of what will happen and don't forget the visual
aspects -- what there will be to photograph. If you want advance publicity
you will, of course, also send them the news release in a separate envelope.
That's because news media filing systems are usually pretty primitive; your
editors advisory and release probably will be put in the "future" file. The
editor usually will not make a copy for someone to do a story which would
get you advance publicity. If you need advance publicity, send a second
release to give you a shot at that, too.
FORMAT FOR THE EDITORS ADVISORY
Duncan Morrow (333) 333-3333
Editors Advisory
Event:
Secretary of the Interior Opens Coronado International
Historical Pageant - a colorful, costumed fiesta of music, song,
dance and drama
Time: 11 a.m., Sunday, April 20. (Festival from 10 a.m. to 5 p.m.)
Place: Coronado National Memorial, Hereford, Ariz.
Who: Secretary of the Interior Arnold Andrews and National Park
Service Director Francis Drake
Editors advisories can also be useful at the end of a news release.
These are called "trailers." They should be separated from the main
text of the release and clearly labeled. Trailer advisories are used
to offer supplementary material, related to the release subject.
For example, photographs, copies of reports, and review copies of new
publications can be offered to the media through such advisories.
They must always include clear instructions on how the recipient can
obtain the offered items.
DISTRIBUTING NEWS RELEASES:
The first rule of trash-can avoidance is don't send trash. That is why it
is worth taking the time to do a good job. The second rule is don't bury the
recipients in a paper blizzard. Use releases only when you have something
worth taking an editor's time. There is no quota to be met. An editor who
receives too many releases with too little news value soon learns to ignore
everything that comes from the same source.
News organizations are trying to interest an audience. If your release will
help them do that, they will use it. If it won't, trash it yourself. Honor
the role -- include a title in every address. In general, use the following
titles to address your releases, unless you know a particular organization
uses a different title that would serve better:
Daily newspapers: City Editor
Weekly newspaper: Editor
Shoppers: Editor
Magazines: Editor
Radio Stations: News Department
Television Stations: News Director
Almost every state has a few newspapers that are circulated over much of
the state and that have small bureaus outside of their base city. If such
a bureau is near you, put it on the mailing list.
Address the releases to "Bureau Chief" (even if it is a one-person bureau).
Don't try to save postage by putting more than one release in the same
envelope either. Since different stories are likely to be assigned to
different reporters, this may cause one release to be ignored. If you use
email, the same principle applies: send separate releases separately.
Timing: Consider to whom you are sending it. Most feature departments
(such as travel sections) and magazines have deadlines long before things
appear in print. They need to get releases in advance. Weekly papers need
releases just before - not just after - their weekly deadlines. The daily
media usually have reduced staffs on weekends and are better equipped to
act on a release received on a weekday. Time your mailings accordingly.
Gebbie Press: Serving your publicity needs for forty years.
- The All-In-One Media Directory:
- All Radio and TV Stations
- All Daily and Weekly Newspapers
- All Trade and Consumer Magazines
- Black and Hispanic Media
- Fax, URL and e-mail where available
- In print, on disk or mailing labels
Mark Gebbie
Gebbie Press
PO Box 1000
New Paltz NY 12561 (USA)
http://www.gebbieinc.com
914-255-7560 Phn
914-256-1239 Fax
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