There are many ways to inform the press about your message.
Following are some of the most used and successful methods.
Press Releases
Press Releases can relay your story to the media in a format
that is quick and easy for them to use. Many smaller and local
papers will extract information from well-written press releases
with minimal editing. The Media will also make releases starting
points for news or feature stories that are researched and written
by their own reporters. Following are some guidelines that will
help you.
- Learn the philosophy the newspaper uses, including the way
stories are handled and presented to the reader.
- Know the deadlines of the daily and weekly papers. Submit
stories on a timely basis.
- Research the topic before the release is written. Cover those
questions that you might ask if you were a reporter (who, what,
when, where, why and how).
- Identify the most important question of the story and answer
it first. Add other details in descending order of importance,
using the journalistic “inverted pyramid”: who,
what, where, when, why-at the top; other important details next;
and finally, any miscellaneous information.
- Write in short, concise sentences. This is the journalistic
style. Keep the release simple. Avoid cluttering it with needless
modifiers. Less is more.
- Avoid using big words or jargon of any kind. They do not
communicate universally. Choose words that are used in everyday
conversation.
- Press releases should be no more than two pages long. A single
page is best. Always double space. This is a standard release
format.
- Paragraphs should be no more than three or four lines long,
if possible.
- Proofread the release carefully before it is sent.
- Make sure the release has a contact person, a phone number
and email address where reporters may respond for additional
information.
- Include a note to the editor about interesting people that
could be utilized for photographs or interviews.
- If the story is really important, call ahead and tell the
media the release is on the way. Then follow up with a call
to see if additional information is needed. Follow up is a primary
key to coverage!
- Try to localize national stories or tie local stories into
national themes or events depending on the orientation of the
targeted newspaper.
- Photographs included with a press release will increase the
chances of the story being placed in a publication, particularly
one that accepts photographs taken by people outside its own
staff. A photograph can also convince editors to set the story
apart from other articles, and can heighten the story’s
impact on readers. Following are some tips on taking news-worthy
photographs:
- Make sure the subject
is presented in an interesting way. Have a unique angle. Newspapers
are not interested in ceremonial or posed pictures, such as
handshakes, ground breakings, award presentations, passing checks,
head tables and banquets. They would rather have pictures of
the activities represented by the ceremonies.
- The key word for photographs is action. If
a picture does not present action, the newspaper often does
not want it.
- Does the picture create interest in the story?
If the reader glances at a photo and says, “What is going
on here?” and continues to read the copy to find out…then
the photograph is newsworthy. The challenge is to make the photo
reveal something about the subject portrayed.
- A good photo tells the viewer more about the
subject than simply appearance. It may show what a person’s
occupation is by including “tools of the trade”
or it may capture a particular expression that typifies the
subject’s personality.
- The photograph should appeal to an emotion.
Photos with emotion rank first in any readership survey. Try
to include the human element in any photograph.
- Certain stories require a quality black-and-white,
head -and-shoulders shot, It is best if the photo has a glossy
finish and measure at lease 3x5 inches. Identify the person
with a name and title on the back of the picture with a permanently
affixed label.
Communicate with Congress
How
to Communicate with Congress
Best
Timing
Fact
Sheets
Sample
Letter
Appointment
Worksheet
Communicate with the Media
Media
Relations
Craft
Your Story
Get
Your Story to the Media
Prepare
for a Media Interview
Monitor
Media Results
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