Working with the News Media
Information Sheet #6
Prepared 7/97
Preparing News Releases & Obtaining Publicity
- Meeting the Different Media's Needs
- Catching the Media's Attention
- Adopting Releases for Radio & TV
- Submitting News Stories/Ideas
- Announcing Meetings, Events;
- Requesting Coverage of Events, News
One of the most common ways to obtain media coverage is to prepare a news release. It can be designed as a complete story or a short teaser to catch the media's attention and sell a story idea. The media may use a release as is, edit or rewrite it to fit their style and size requirements, or call for more information. While this is an easy way to contact the media, most releases are not used because they are competing with hundreds of other releases and stories from news wires/services every day. You must make your release stand out to have any chance of getting it used.
News releases can be used with all types of media, from newspapers to radio and television stations, as well as newsletters and news wires. Typical uses of news releases are to:
- Present a story idea – either news or human interest/feature
- Tell about a news event
- Announce findings or survey results
- Announce a meeting, training, etc.
- Announce a media event or news conference
When you use a release to spark the media's interest so they will contact you about doing a story, you should include the most important points and provide enough information so they will understand the basic story. Generally, you should limit this type of release to one page. If more information is needed, attach it as a background sheet. If you prepare a full story for the media, include all important and interesting details, but limit the release to two pages, three at the most.
Meeting the Different Media's Needs
Each type of media has different needs, deadlines, operating procedures and styles/formats that must be accommodated. For starters, you need to learn whether the local media will use a finished story (with or without photos), or if they just want the idea for one of their staff to do. Small daily and weekly papers, neighborhood papers and newsletters are more likely to use finished news stories while the larger media usually write their own. The media usually prepare their own features too, so it's best to present these as story ideas.
Since most radio stations do not have reporters, they usually prefer complete news releases. They may, however, call people to record a quote for the story. Television stations generally want ideas for stories that have strong visuals they can videotape – such as people doing things, events, children and animals. Both radio and TV like short, substantial quotes (referred to as sound bites) which last 10 to 20 seconds, since their average story is only 30 to 90 seconds long.
Catching the Media's Attention
Because your news release is competing with hundreds of other stories for the same space and air time, you must make your materials stand out and grab news people's attention, usually within five to 10 seconds (and the same goes for readers/viewers too). To do this, you need to focus on characteristics that all the media look for in stories, such as timeliness, news value or human interest, a local connection, the human side of statistics, eye-catching visuals, anything new or different, and appeal to a large audience. Ask yourself, "Why should the media like this story? Why should readers/viewers care about the story? How can I make the media and public see the importance of the story?"
Put the most important or intriguing part in your opening/lead, and use it to sell your story. Then weave in the details you want people to learn. Present your ideas clearly, simply and briefly, starting with the most important information and working down to the least important (referred to as the inverted pyramid).
Adopting Releases for Radio & TV
While written releases for radio and television are basically the same as those for the print media, there are some differences – primarily in formatting – because they are designed to be read out loud. To adapt a release for radio and TV, type it triple-spaced in ALL CAPS, and keep it short. Do not use abbreviations (such as St. which could be read as street or saint). Also put the phonetic spelling in parentheses after unusual words and names, such as RESPITE (RES-PIT) CARE.
You can also submit video news releases. While good visuals are important, be sure these releases have the same characteristics desired in a print release, such as newsworthiness or human interest, a local angle and timeliness (the news anchor can provide this during the lead-in instead of putting -- for example, next week or yesterday -- on videotape and limiting when it can be used). In addition to using completed releases, TV stations also like to have raw footage of interviews, activities and scenes so they can prepare the final story. It's best to provide both, but talk with your local station(s) before videotaping about what they might use and how to prepare it. Be sure they receive it early enough to have time to work with it.
Submitting News Stories/Ideas
Be sure to submit your release to the correct individual so it isn't discarded without being considered. Generally it's the assignment editor for television, the news director or program director for radio, and the appropriate editor (news, feature, editorial, column or calendar) or a beat reporter for newspapers. Beat reporters cover a specific area, such as health and human services.
Call each paper, radio and TV station and ask for the name (verify the spelling) and title of the person to contact to submit a story idea/news release. With daily papers, ask who covers disability issues (or health and human services). Also get their mailing and street address and ask if they have a fax number or e-mail address you can use. Remember to ask about their deadlines.
Before submitting a release, be sure it includes both your daytime and evening phone numbers, since reporters work around the clock. Releases may be mailed, faxed, hand-delivered (usually to the receptionist unless you have spoken with the individual), or e-mailed. To increase the chances that your release is used, you can call and pitch your story idea, either before or after sending it. Even if you don't, be sure it is addressed to the proper individual and call to confirm receipt if mailed or faxed and to let the media know you are available to answer questions.
Announcing Meetings, Events
Most of the media announce upcoming meetings, workshops and other public events. Each has its own preferred format, requirements and deadline for submitting announcements. Generally, however, the media want key details on the event, its date and time, location, any cost, sponsor and a phone number people can call for more information, as well as the date(s) you want it to appear. Some will only run an announcement once and the media will not guarantee use, so don't rely on this method by itself to get the word out.
Requesting Coverage of Events, News Conferences
In addition to submitting announcements for publication, you can send a media advisory/news alert to invite reporters to cover newsworthy events, media events (designed to attract coverage) and news conferences. Use a simple outline or bullet format to summarize what will happen, who is involved, when, where and why. Additional details and background information can be attached in a news release or fact sheet.
Send media alerts at least seven to 10 days before an event, if possible. Then follow up with a phone call one or two days before the event or fax an updated alert/reminder. (A sample alert is attached.)
Tips for Writing a News Release
- Make your writing lively and interesting so it catches and holds people's attention.
- Write in a conversational tone, using active verbs.
- Use short, common words. Avoid jargon and acronyms.
- Keep most sentences short. Use short paragraphs too, usually two to three sentences.
- Use anecdotes and personal experiences to help convey your message.
- Include numbers and statistics, if appropriate. Be sure they are correct.
- Use quotes to make the story more alive and personal. You can even create quotes to strengthen your message, but be sure to clear them with the "speaker."
- Do not use editorial comments/opinionated words unless they are in a quote.
- Remove unnecessary words, including extra adjectives, flowery or overly-descriptive language and long transitions.
- Avoid superlatives, such as the first, most, biggest and oldest, unless backed up with facts.
- Take out points that do not support the message.
- Be sure your writing conveys desired attitudes and use "People First" terminology.
- Have someone else proofread your release to be sure it contains all important details and it is accurate and easy to understand. Also look for errors in spelling and grammar, and be sure all titles and names (both people and organizations) are correct.
More information on writing and formatting a news release is in the attached sample release.
Prepared by the Texas Council for Developmental Disabilities, 6201 E. Oltorf, Suite 600, Austin, TX 78741; 512-437-5432 voice; 1-800-262-0334 toll-free in Texas.
Sample Media Alert
(Use letterhead, if appropriate. If not, put your name and return address at the top.)
Media Alert April 1997
Contacts: Jopie Smith or Susan Murphree
(512) 424-4089 424-4095
34 Texans Complete Partners in Policymaking Training
Event: Thirty-four Texans who have disabilities or who are parents of children with developmental disabilities will be honored for completing an 8-month leadership program, Partners in Policymaking. Graduates will share their experiences and how this training program has affected their lives. Twenty of the graduates are from the Houston area. (See attached list.)
When: Saturday, May 3, 1997
1 p.m. with reception to follow
Where: The Holiday Inn Select, 2712 Southwest Freeway, Houston,
TX 77098;
(713) 523-8448
Background: Sponsored by the Texas Council for Developmental Disabilities, Partners in Policymaking is an innovative leadership training program that explores developmental disability issues and builds skills that people with developmental disabilities and family members need to influence public policy effectively and obtain the most appropriate state-of-the-art services for themselves and others. Participants attended eight 2-day training sessions from September through May, excluding December. Each participant also selected a personal project such as serving an internship with a public official or organizing a letter writing campaign or local coalition.
For more information, see the attached news release and list of Partners.
Sample News Release
(Use letterhead, if appropriate. If not, put your name and return address at the top.)
Date:
FOR IMMEDIATE RELEASE (or) RELEASE ON (date)
Contact: name(s)
daytime and evening phone numbers
SAMPLE NEWS RELEASE SHOWS HOW TO SUCCEED
Use a short catchy headline, in capital letters, to grab the media's attention while introducing your topic. Don't spend too much time trying to be clever, however, since the media usually write their own headlines based on space available.
The first paragraph (known as the lead) usually has one or two sentences. Like the headline, it is designed to catch attention while providing key information.
Present the most important facts – or most interesting – first. Briefly answer the questions of who, what, when, where, why and how in the first sentence or paragraph, if possible. If you are writing a feature, the lead can be more creative, allowing you to set a scene, give an example, present a compelling statistic, relate an short anecdotal story or otherwise coax readers into your release.
Write news stories in the inverted pyramid style – going from most important information to the least important. Including a quote in the first few paragraphs, as well as scattering others through out the release, will help to make it more personal and engaging. Indent each paragraph and double space, with one-inch margins on the sides to give editors room to make changes.
If the release ends on the first page, type "- 30 -" or "# # #" centered at the bottom of the page to indicate the end of the story. Use "- more -" if the release continues on another page. Do not split a sentence or paragraph between pages, even if you have to leave blank space on the page.
- more -
SHORTENED HEADLINE - 2
If the release has more than one page, put a short headline or a few key words at the top of each succeeding page. Follow this with the page number, as indicated above. Use one side of the paper only.
Make your release as short as you can while ensuring that you have included all of the necessary information.
Use standard journalist style in your writing, as explained in any news stylebook (such as those put out by the Associated Press and United Press International). For example, refer to people by their last name only after the first reference (not Jane or Mr. Smith, etc.). Use lower case letters on titles unless they immediately proceed a person's name. Write in the third person (he or they, not I or we, etc.).
When quoting someone, the speaker's name usually comes after the quote because what is being said is more important than who is saying it.
If you want to encourage people to ask for more information, end with a contact (an individual and/or organization), phone number and/or address. This tells news people that it's OK to print or air the information.
Finally, ask someone else to proofread your news release for accuracy, grammar and spelling. End the release with "- 30 -".
- 30 -
Note to Editors: If desired, you can put a note to the editors at the end of your release to provide related information such as photo opportunities, a few sentences about yourself or an organization you represent, or a list of other people who can be contacted for a quote on this story. If you provide other contacts, be sure they know this and are comfortable with it. Also brief these individuals regarding your subject matter and goal so they can reinforce your message. Another option is to put additional information in a short cover letter.
Prepared by the Texas Council for Developmental Disabilities, 6201 E. Oltorf, Suite 600, Austin, TX 78741; 512-437-5432 voice; 1-800-262-0334 toll-free in Texas.
