All The News That Is News!

Ever wonder how news media get their stories? Many news outlets receive tips from the public, but tons of exposure is brought about through the use of press releases generated by companies and organzations to promote their products and services, and, otherwise, "tell their stories."

Whether getting your news in print, on the Internet or on the air, properly prepared press releases can be invaluable, cost-effective marketing tools. In this column, I would like to briefly cover some of the most important dos and don’ts to enhance your chances of gaining coverage of your "news."

1. Be newsworthy. Ask yourself why anyone should care about your story. Announcing your 50th birthday is not news. Announcing that, in honor of your 50th birthday, you’re contributing $50,000 to a local charity is news.
2. Be timely. If you received an award three months ago, it’s no longer news. In everything you do that may have news value, make your press release a top priority.
3. Be accurate. Always check for typos and have someone else read your press release for clarity and proper dates, times, etc. Typos often signal editors to just dump the story. After all, if you don’t care, why should they?
4. Be brief. Keep releases short; normally, not more than 500 words. Each release should only deal with one subject. Don’t confuse the issue and throw in everything you can think of.
5. Don’t editorialize. A press release is not an advertisement, so avoid arbitrary adjectives like best, greatest, prettiest, sexiest, cheapest, etc. and stick to the facts.
6. Dumb down. Stay away from those $.50 words that you think make you sound smart.
7. Anticipate questions. Provide complete information. In the first paragraph or two, answer: who, what, where, why, when, and how. Don’t make editors guess.
8. Use the right format. Start with an interesting, 5- or 6-word headline that summarizes the story. Date the release. Show city of origin (local angle). Double-space.
9. Be considerate. News media are inundated by press releases every hour of every day. Get it to the right people and adhere to their policies on submissions; often found on their websites. If they tell you not to call for follow-ups, don't.
10. Make contact. At the top of the release, identify the organization sending it and include the name, phone number (with area code), e-mail address, etc. of someone who can be contacted if the media have questions.

Not every press release you send will be picked up by the media; however, the press release is also a tool to keep your name in front of the editors. Over time, you become more familiar to the media and can become a trusted news source.

Make your press releases frequent, interesting, timely, complete, concise, and accurate and get your news in the news!

Your champion,

Sir Wordsalot

Here ye. Here ye.

This is the first of many blogs to help writers write. Whether notes to family and friends, memos to colleagues, press releases, feature stories or anything else you produce to communicate your thoughts, I will try to give you some tips on making them more interesting and readable.

With over 35 years of writing experience, I have found the following Top 10 to be important guides in getting stuff read:

1. always remember who are you trying to reach
2. have something to say and ask yourself "who cares?"
3. write about what you know
4. write like you talk and from the heart
5. write short sentences and paragraphs
6. be clear and don't assume your reader has your knowledge
7. DON'T WRITE IN CAPS
8. avoid words that you think make you sound smart
9. do not write in anger
10. use a dictionary or spellcheck

There are many other factors that enter into writing, such as style and tone, but I'll try to explore those in later blogs. I'd love to hear your comments and successes.

Your champion,

Sir Wordsalot