Community Media Workshop

 Tips on Sending Press Releases to Newspapers

Let's hear it for the Los Angeles Times and the Oregonian! Those are the only two out of the nation's major dailies (with circulation over 300,000) whose websites offer guidelines for submitting press releases to their staffs. The Chicago Tribune website, I should point out, makes a feeble attempt to provide a few guidelines -- four bullet points, to be exact -- but curiously they are identical to the first four (of many) bullet points found at the L.A. Times website.

You can read the guidelines first-hand by visiting the following the L.A. Times or the Oregonian

For the convenience of Media Relations Central readers, I will combine, organize, and summarize the guidelines below. The source of each item is given in parentheses (LA or OR).

What is a press release?
In general, a good press release is a concise, complete description of an upcoming news event, a timely report of an event that has just occurred, notification of important personnel or procedural changes in an organization, or other news or feature tips. (LA)

The press release is the tool most often used to share information with newspapers when the story is not breaking news. The press release is a concise, informative and straightforward piece of writing that describes what you want the public to know. It also can convey ideas of potential stories to editors and remind them of upcoming events. (OR)

Newsworthiness
To be newsworthy, your information or story should meet one or more of the following criteria (OR):

TIMELINESS - information that is currently relevant or has some immediate impact on readers.

NOVELTY - a story that is unusual or unique. You know the adage: when a dog bites a man, it’s not news; when a man bites a dog, it is. The first, the best, the worst, the tallest, the shortest. If something stands out from everything else, it may be newsworthy.

CONSEQUENCE - information about a development that will have a significant impact on some or all of our readers.

HUMAN INTEREST - a story that reveals something quirky, colorful or otherwise dramatic about the human condition or character.

PROMINENCE - information or news about a public figure, organization or recognizable person.

PROXIMITY - information or news that has an effect on people living in the area.


Writing the release
A well-presented press release, typewritten or printed clearly, observes the following guidelines (LA, OR):

INVERTED PYRAMID - The structure of the press release puts the most important and indispensable information at the beginning of the story, the most expendable at the end. Address the who, what, where, why and when in the first two paragraphs.

PAPER - Use white, inexpensive 8 1/2" x 11".

LENGTH - Just the facts, please. Make every word, sentence and paragraph count. Keep it tight -- no longer than two pages, double-spaced.

CONTACT - Identify the organization or individual sending the release and include the name and daytime and evening phone number (with area code) and e-mail address of someone the reporter can contact with questions. If possible, give a website address where further information is available.

DATE - Date the release and include whether the materials is for immediate use or for release at a later date.

SIMULTANEOUS SUBMISSIOSN - If you send materials to more than one of our sections simultaneously, attach a note telling us you are doing so. This will assist our editors in preventing duplication.

PROTOCOL - If the release is longer than one page, type "more" at the bottom of the first page and identify following pages with either the subject of the release or the name of your organization. Type "end" or "30" or "###" at the bottom of the last page.


Common mistakes
Here are the most common mistakes that people make that hurt their chances of getting any coverage (LA):

Providing insufficient, incomplete, inaccurate, or vague information
Omitting the name and phone number of someone editors can contact with questions
Writing releases that are too long
Submitting a release too late for a particular deadline
Submitting the release
Most newsrooms are organized by sections of the newspaper or by general subject areas. If you don't know which individual reporter or editor to send a release to, address it to the appropriate news desk (e.g., business desk, city desk, national new desk, sports desk, etc.).


If possible, send your release to the appropriate editor or reporter, the one whose beat includes the subject of your release. Many newspapers provide a directory of editors and reporters at their websites. You can also call the newsroom or managing editor to find out which individual to send your release to.

About the author
Dave Freedman is a freelance writer, editor, and media relations consultant. His business, D. M. Freedman Company, is based in Chicago.


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