News releases remain an important element of an effective communication strategy. Yet with all the technological changes going on, they can often be overlooked. Some questions people ask about news releases include:
1. Aren’t news releases obsolete?
No, news releases are still used to share information. They can be about many things, including:
- Upcoming events (for example, the mayor will speak at an upcoming garden group meeting)
- Coverage of past events (for example, the mayor spoke at the garden group meeting, and here’s what he said)
- Statements of reaction to events (for example, local PTA president praises garden club’s efforts to beautify the school campus)
- Background information (learn more about the garden club)
2. Are news releases for the media only?
No, news releases can be used for other targeted audiences, including an organization’s customer base, its prospective customer base, its staff, or the general public.
News releases are useful for various audiences because they share the basic information that the audience might need or wish to know.
3. Is there a standard template for news releases?
Yes. Always begin with your, or your organization’s basic contact information. This information includes:
- Company or organization name
- Contact person’s name and title
- Contact person’s phone number
- Contact person’s e-mail address
- Contact person’s fax number
- Organization web site URL
- A release time and date (usually “for immediate release,” but it can be altered to release at a specific time, such as “for release at 7 p.m. Central time, October 17, 2017)
Then, put in a headline. It should summarize the story in one sentence. Using the examples above, the headlines might be:
- Mayor to Address Garden Club Meeting
- Mayor Calls for Stricter Lawn Ordinances at Garden Club Meeting
- PTA President Compliments Garden Club’s School Campus Beautification Efforts
- Garden Club Continues to Encourage Excellence in Lawn Care
The lead paragraph typically includes a dateline (that it, the city where the event is taking or has taking place), and a summary of the story. It should be no more than two sentences and appeal to the general audience.
Provide additional details, making sure to avoid industry terminology or acronyms. Explain who will find your information important, and why.
Provide a “for more information” paragraph, citing the name of the person people can contact for more information, and the contact information. This person may or may not be the same contact person cited earlier in the news release. Often times a news organization will include the “for more information” paragraph in what it publishes so make sure this information is readily available.
Include an “about” paragraph towards the end of your news release. An “about” paragraph describes what your organization is, what it does, when and where it does what it does, and why it exists.
End your news release with either a “###” or “-30-” to signify its conclusion.
