Format your press release for acceptance

How often have you sent out a press release to your local newspaper only to be unable to find it later in print? There are several reasons but don’t let your input be relegated to the "circular file" because of its format –i.e. how it looks to the newspaper editor.

Here are a few rules for an acceptable press release:

1. Place the words “FOR IMMEDIATE RELEASE” in upper case in the upper left-hand margin just below your letterhead.
2. Provide contact information: list your name, title, and telephone and fax number at the top of the page.
3. Headline: Use an action verb to call attention to your story. Make the headline a single line in full caps, bold face.
4. Dateline: Include the city from which you are sending the story and the date you mailed it
5. Lead paragraph: Use words that will grab the reader’s attention and contains the most important information. Tell your story in a nutshell —about three sentences. Start with a brief description of the news and then say who announced it.
6. Main Body. In the next two paragraphs, use quotes from the spokesperson to support your lead paragraph. Avoid excessive adjectives and fancy language. Stick to the facts, and keep it readable and simple.

Using this standard newspaper format for your press release will at least reduce format as a reason your editor may not use your story. Also, there are other tips that may improve your chances for getting your story published. Some of these are:

1. Familiarize yourself with your local media and the type of news they like to use. (P.R’s: meeting your Entertainment Editor and dropping off a couple of show tickets, may be helpful).
2. Select your newspaper carefully and don’t waste your time with outlets that are not a good showcase for your news.
3. Be sure your story is relevant news for your community and that the information is timely or unique. (You can almost be sure of getting your story printed if you have contracted for an ad in the same or earlier issue).
4. Be sure your style is in conformance with the Associated Press Stylebook
5. Limit your release to one page, double-spaced and indicate the end of the story with “###,” “end,” or “30.”

As related to press releases, the “PR” in PROBE is for “public relations” and the “BE” spells out the responsibility of the Bulletin Editor in making sure that the press release meets the newspaper’s standards. BEs be sure your press release is “acceptable” in format, timeliness and news value. Then, watch for it in print!