Write to the point: how to get your story printed and on the air - writing press releases - Brief Article

Parks & Recreation, Dec, 1997

The press release is the primary public relations tool. Here are a number of tips to help you write news releases that will get aired and printed:

1. Don't send too many. Be selective with media submissions. No editor wants to see a story he or she has selected in every other competitor's publication.

2. Put the solution or benefit up front in the headline or lead paragraph. Paul Cook, marketing director for Eagle Radio in San Diego, explains that he receives dozens of news releases every day. He and other media staff do not have time to search through a news release to find the benefit to his listeners.

3. The most important part of the news release is the peg. The peg is the focus, the main point, the unusual idea, the new material, the explanation of how the story will have impact on the audience. The peg is the justification for the release

4. Learn to write in editorial style. This means that your writing should be concise and answer the following questions: Who, What, When, Where, Why, and How. If your releases focus on benefits, you may highlight the following kinds of questions:

* Who is affected by the program?

* Why is the program so important to the community?

* How does the facility improve the lives of individuals?

* What outcomes are realized?

* What would happen if this program was not available to participants?

5. Keep your copy objective. Phrases such as "the best program around," "an incredibly popular place," "the only choice you'll ever need" do not belong in a news release. Concentrate on things that are documented or can be proven. For example, "two-time award-winning program" or "the highest-grossing public golf course in the country."

6. Say more with less. There's no need to use big, fancy, unnecessary words. This is not a contest to see how many multi-syllabic words you can use in a single sentence. Nor is it the place to show off your wide vocabulary.

7. Read your release aloud for clarity and flow. Write in the active voice.

8. Write in the positive, not the negative. If they are not misleading, leave out items you do not want to promote.

9. Use facts and statistics to support your claims. Instead of saying "Many of the children who participate in the KidKamp after-school program will improve their grades," try "A study done in conjunction with the Funtown School District showed that 75 percent of all children who participated in KidKamp improved their academic performance." Facts should be verifiable and sources known; accuracy is crucial. Double-check names, dates, places and times.

10. Make sure your information is accurate. If you can't verify it or provide a source, do not include it.

11. Point out the human-interest side of every story. Highlight who will be affected and how an event might change lives.

12. Your writing should by visually stimulating. Colorful language helps propel the story.

13. Don't be intimidated by the writing process. Writing scares everyone in the beginning. The important thing is to tell the story. Reporters and journalists are professional writers. Let them aim for the Pulitzer Prize while you promote the Benefits of parks and recreation.