1. Getting the Word Out: How to Write a News Release
What are some reasons why you think we focus on writing a news release, also known as a press release? Generate responses.
Writing a good news release takes skills and practice but it can make a big difference in whether your story is picked up
News Releases give an opportunity to disseminate your key message(s) to a large audience, which in turn can possibly create positive results for your organization and community.
How many participants have written a news release? Generate responses or show of hands.
Can anyone define what a news release is? Generate responses.

2. Characteristics of News Releases
Similar to a short news article
Can be printed or broadcast as is
Can be rewritten by journalists
Can be used by journalists as a starting point for a report or feature
A news release, or press release, is a written or broadcast communication directed at members of the media for the purpose of announcing something that is newsworthy with the hope of attracting favorable media attention to cover the story or event. It is similar to a short news article that can be used in its original form or rewritten by a journalist. A well written news release can sometimes act as a catalyst for a more in depth feature article about the story.
A news release is not an advertisement; when you purchase print area or airspace and your message is reproduced exactly as you submit, that is advertising.

3. Content of News Releases
Shape your message
Focus on what is newsworthy
Tell a story that interests people
Include all important facts
Who?
What?
Why?
When?
Where?
The content of the news release answers the who, what, why, when, and where questions within a one page brief. It should be easily understood by journalist and it clearly explains your newsworthy event, research results, issue, story, etc. The journalist should be able to read your news release and understand the message.
The news release needs to be written about something that your target audience wants to hear or read so it is essential to shape the main message in the news release in a clear manner.

4. Structure of News Releases
Short, catchy title
Begin with news hook
Most important information first
Finish with program description
KISS (Keep It Short and Simple)
The structure of the news release is very important.
The short catchy top line is called the “headline” and its only job is to grab a reporter’s attention.
After the headline, you will insert the news peg, also known as the story hook, which is what makes your story timely or newsworthy now. You are writing a news release because the story, event, research results, etc. are current and relevant to your target audience. This should be a one sentence summary of the content.
In your first paragraph, you will need to communicate the most important information such as the who, what, when, why, where information. Information that is not essential should come at the end of the release or if you want to include additional information, you can provide a background paper.
The goal is for the journalist to understand the point of the news release from the headline and the first paragraph. Do not assume that he or she will read past the this point. Thus, it is very important that you make sure you draw the reader in at the very beginning with an intriguing headline and an interesting first paragraph.
Remember that your news release should be short and simple using clear, understandable sentences and paragraphs. The more complicated you make it, the higher the chances that the media will NOT provide you coverage.

5. Format of News Release Typed, double-spaced, wide margins
Standard-sized white paper
Clean copy
One or two pages
Crucial details
Press releases have a specific format:
They should be typed, double spaced, with wide or normal margins. You should never print your news release on colored paper as journalists might think its an advertisement. You should only use standard-sized white paper.
Make sure a couple other people in the organization proof reads the release before it goes out to the public. The disseminated version should have no typos, be one to two pages unless you have added photos or visuals, and only communicate crucial details about your story or event.

6. Format of News Release More than one page:
“More” at bottom of each page
“####” at end of last page
Crucial details in top corner of first page:
Organization’s name
Address & Telephone number
Contact person’s name
Date information can be released
If your news release turns out to be more than one page, you can write “More” at the bottom of each page where more information is shared on the following page.
At the end of the last page, be sure to write “####” to indicate the end of the news release. The news release should be printed one side only.
At the top corner of the first page, you should list your organization including the postal address, address, and telephone numbers of the person who can be reached for further information, both during and after office hours. Provide contact information for both the person who is sending out the news release and others who are quoted. If your release requires more than one page, put identifying information - the name of your organization, “News Release,” the date and the page number at the top of the second page. Staple the pages together at the top left-hand corner.
If you don’t want the news release to be shared with others right away, specify a release date at the top of the page such as “HOLD FOR RELEASE ON 14 JUNE 2016”. If the release can be made public right away, type “FOR IMMEDIATE RELEASE” at the top of the page.
Never hyphenate words at the end of lines or carry a paragraph over from one page to the next. You want to make the news release as easy to read as possible.
Always begin the first paragraph with information that describes the place and date; for example, “EAST JAKARTA, INDONESIA, 14 JUNE 2016.” The date refers to when the news takes place, not when you issue the release.

7. Delivery of News Releases
Time it right
? Hand Delivery? Social Media?
Send to the “right” reporters, include cover note
Include B&W glossy photos, audio tapes, video clips
Follow-up
When delivering your news release, timing is everything! The best news release in the world is useless if it doesn’t reach the right journalists at the right time and get picked up in the media. Mailing your news release or simply phoning the journalist to convey all the information does not guarantee delivery or the promise that your story will be covered by the media.
You will find it is more successful to telephone the journalist and share simply the essential details of your story to see if they are interested and then mail, , or hand deliver them your news release. In some countries, journalists may pick up news releases shared over social media. As you establish a relationship with journalists, ask them their preference for delivery.
Many journalists prefer to receive news releases one to three days before the event, release of the report, etc. This gives the journalist time to understand the information and write a better story.
You can also include visuals such as photos, audio tapes if you are sending this news release to a radio station or video clips if sending this release to a TV station.
Make sure you follow up with your contact to see if they received the news release and will in fact be covering the story. The receive lots of news releases each day so follow up is essential to making sure the media shows up!

8. Variations of News Releases
Media Advisory
Public Service Announcement (PSA)
There are variations of news releases or press releases such as:
A Media Advisory is used to send newsworthy (or “timely”) information to members of the media. However, media advisories are more highly specific. Media advisories tend to deal with event news, and serve as a sort of invitation for journalists to attend. The information included relates to where the event will take place, when, and who is going to be available to make comments, plus a couple of lines on what will be discussed and the bio of the main speaker.
A Public Service Announcement, or PSA, is an advertisement or media alert intended to change the public interest in a specific topic, by raising awareness of an issue, affecting public attitudes, and potentially stimulating change or action.