NEWS RELEASE FORMAT

Writing for a reader differs dramatically from writing for a listener. A reader has certain luxuries a listener does not have. For example, a reader can scan material, study printed words, dart ahead and then review certain passages for better understanding. A reader also can check up on a writer if the facts are wrong. Writing for the eye must be able effectively withstand the most rigorous scrutiny

Public relations practitioners and also who studied public relations should know and understand the differences between writing for the eye and the ear. The important is to understand what constitutes a speech and how it is prepared and then be ready for the assignment whenever opportunity strikes.

The format of a news release is also important, whether online or print. Certain mechanical rules of thumb should be followed.

§ Spacing

News releases should always be typed and double spaced on 8½ x 11” paper.



§ Paper

Inexpensive paper stock should be used. For example, reporters win Pulitzer prizes with stories written on plain copy paper.



§ Identification

The name, address and telephone number of the release writer should appear in the upper part of the release in case an editor wants further information. For online releases, printing contact information at both the top and bottom of the release reduces the need for scrolling.



§ Release date

Releases should always be dated, either for immediate use or to be held until a certain later date, often referred to as an embargoed date. In this day of online communication, however, publications frown on embargoes.



§ Margins

Margins should be wide enough for editors to write in, usually about 1 to 1½ inches.



§ Length

A news release is not a book. It should be edited tightly so that it is no more than two to two and a half pages long, or, for e-mail, two online screens. Words and sentences should be kept short.



§ Paragraphs

Paragraphs should also be short, no more than six lines. A single sentence can suffice as a paragraph. Paragraphs should be completed before a new page is begun to ensure that a lost page in the news or composing room will not disrupt a particular thought in the release.



§ Slug lines

Journalistic shorthand, or slug lines, should appear on a release. Page numbers and one word descriptions of the topic of the release should appear on each page for quick editorial recognition.



§ Headlines

Headlines are a good idea. It helps pre sell a print or online editor on the news release that follows. Releases should be folded with the headline showing.



§ Boilerplate

In releases, a final paragraph should be included that describes the organization, what it is and what it does. This not only to inform an editor but also it might well be picked up in the story.



§ Proofreading

Grammar, spelling and typing must be perfect.



§ Timing

News release writers must be sensitive to editorial deadlines.



§ Internet prudence

It is important for a public relations writer to recognize that e-mailing release, stating the lead over voice mail, or messenger a disk won’t guarantee that a reporter will even see a release. The best advice is to check a particular reporter’s preferred way of receiving news release before dispatching them.