There are times when a news release is the best format for sharing news with the media, e.g. a significant announcement is being made, the topic is complex and/or your local media prefer being pitched by news release. Here are some news release writing tips:
- Ensure the news is truly newsworthy. Would you be interested in the story if you weren’t connected to the school?
- Use a strong headline to summarize your story and capture the recipient’s attention.
- Limit your news release to one page, if possible.
- Summarize the most important facts about the story – the who, what, where, when and why – in your first (lead) paragraph.
- Include a quote. Reporters will often include a quote directly from the release, so providing one helps to get your message out in your own words.
- Always put a date on your release.
- Make sure the information is easy to read and to understand. Avoid education jargon and acronyms.
- Include a contact person and phone number in case reporters need additional information.
- Review the release for accuracy and proofread the document.
- Target your efforts. Take time to find out who covers education and send your release to that specific individual.
(Source: OPC Resource Book, Effective Communications)