Step 1 - Making News

News is something immediate that is happening so your press release will need to get across "Who, What, When, Where and Why". If you spend some time consuming the different media in your area you will better appreciate what constitutes a news story.

To turn your issue into a news item, it must contain some of the following ënewsí ingredients:

-Is it timely? Does it tie in with a current item or event in the news or a trend?
-Is it new or innovative?
-Is it surprising or shocking? Can you back this -up with hard figures?
-Will it create a change that will affect many people in your community?
-Could it impact the public's health and safety?
-Could it impact an area's economy?
-Is it information that previously did not exist, such as results of a survey or study you have carried out?
-Does it have emotional appeal? Is it a moving, amusing or inspiring story?
-Is it information that can help people make an important decision or avoid a serious mistake?

Step 2 - Tips for Writing a Press Release

Reporters are hungry for news, and they often depend on releases to trigger a news story. Much of what you read in newspapers, hear on the radio or see on television was sparked by a press release. But to stand out from 100ís of others, you have to grab editorsí attention with a hard-hitting headline and intro, followed by accurate and compelling copy that makes the journalist want to tell your story.

-Use a factual and active headline ñ donít try to be clever or funny.
-Put the most important information at the top.
-Cover Who, What, When, Where, Why and How.
-Avoid hype and jargon and stick to the story.
-Write actively and concisely.
-Stick to 2-3 key points and expand on them further down.
-Keep to 1 or 2 pages.
-Be specific.
-Give facts & figures to back up your argument.
-Explain why the story is timely by giving a news-hook (current event in the news) if appropriate.
-Provide contact details ñ including out of office hours number(s).
-Use ìNotes to Editorsî to provide essential further information and contact details.
-Issue the release on your organisation's letterhead.
-Proofread the text carefully and get someone else to read it through.
-Make sure you have up to date lists to send the release out to.