What writing Press Releases – Getting it right

The publication of the good news contains a brief introduction. Journalists call this an ‘introduction’. This should be no more than 25 words. Remember that your text needs to answer ‘six key questions’: Who, What, Where, When, Why and How? Your introduction will include many but not all. Keep your topic short and simple (Kiss). Remember, news is something new and unusual (see Galtung and Ruge, ‘News Standards’ on Wikipedia). The second sentence or ‘lock’ is built on the issues in the introduction. In section three you will probably use the best quote or ‘killer’ from the main source of your story. Always put a quote on someone. 1. The news item should be in readable font size, usually 12 Arial or Times Roman points and divided into two parts. 2. The article should be given a unique keyword to identify it. This is called the ‘catch line’. For example, an article about a poisonous snake sent, can be seen in the post, may be labeled “snake” and each newsletter should include the number Snake… 1, Snake… 2 etc. This information is located in the upper right corner of every page. Do not use: 1. Name of the subject, namely Blair, because, if they are famous, there may be many stories about them in one day, or the name may be confused with another journalist. Or, a common term, such as health, that there may be more issues in the topic in the same way. A good catch line will ensure that each page of your newsletter can be easily identified at a busy news office. 3. The by-line, name and surname of the journalist, should appear at the top left of the page. 4. Between the byline and the catchline should be set the date on which the article was written. This information helps the editor to determine if an update will be needed, especially if the article is a sensitive subject. 5. Your essay should have a simple title, perhaps no more than three words above the introduction, telling the reader what the article is about. Try not to try the attractive tabloid style theme. Younger editors jealously monitor their work as article writers. 6. At the bottom of each page, to tell the reader that there is more to come, enter MORE TO FOLLOW, More or just MF (center). 7. To tell the editor that the title is complete enter the word Finish or END on the last page. 8. Don't forget to include your full contact details on the first or last page. Importance of Presentation Error checking, error checking and error checking. Check spelling; do not rely solely on spelling tests. There are spelling words that are not the word you intended to put in the sentence. Check the grammar. Also, the word processor language processor is very good, Use word processing software as your assistant but remember that you are the ultimate judge of accuracy. For each draft release, no matter how small, create a word processing document, name and save it to disk, memory stick or archive so you can easily get back to it later. Keep a ‘hard copy’ printed in a safe place. Writing style and completeness You are expected to write clearly and concisely - using complete sentences that flow logically from thought to idea. Assume that your student has not read the material you are reporting. Explain the story to your reader as if he or she does not know anything about it. Do not assume that your student has an understanding of jargon or the words used or that he or she knows about the products, services or staff of the organization you work for. Sources As you are not really an expert on the subject you are writing about, it is important that you get the information provided. Even if you use facts from a document or website, quote a paper, book or online source. This will give your writing credibility and authority. If you do not find the source, it will look like you are trying to search for information as created by you. You do not want to be accused of cheating. Have a purpose. Try not to use the “first person” (me or us). Carefully assemble the outline before you start writing. Short letters and paragraphs Divide the story into short paragraphs; use bullet points if necessary. Even dot letters, use complete sentences and careful grammar and punctuation. Do not rely on a computer to correct all your mistakes. When using alphabetical statements, be consistent. In most cases, the best use of punctuation marks is to make each statement complete with a capital letter at the beginning and a stop at the end. In some cases, however, you may want to use the “lead-in” sentence launcher. Make a statement for each dot to complete the sentence from the lead dot. And be consistent. When using alphabetical statements, it is usually best to make a space between the dotted statements and the double space before and after the statements begin. Use Good Voice Write in a constructive and personal style. Your goal should not be to unnecessarily annoy anyone who may read what you have written on behalf of your organization. While everything you write will not be complete and dynamic, each can achieve a useful note. Have a conversation Make your writing sound like a conversation. Be careful not to feel tight, tight, or uncomfortable. Do not use profanity or inappropriate language. Communicate with the student about the same conversational style you would do if you were in the same room with him chatting. Therefore, do not use jargon. Take the time to get the best, constructive tone for your news releases; you should take your time when writing. You can't be too fast. This is especially important as you develop your writing skills early on. Check again to see typing and formatting errors. Read the text aloud to make sure it sounds good. Use your own words Please do not make a habit of reading the printed text and information online and making a “copy