Tuesday, August 22, 2006
Get the Word Out: Secrets of Successful News Releases
THE WRITING CLINIC
Perhaps you are a proud parent, a member of a church or service organization. Or you own a small business, and you have news about an upcoming event that deserves to be publicized. Or you are a first-time author, and your book is about to be published. If the latter, you've undoubtedly arranged to talk about it and sign copies at a local bookstore. You're also scheduled to be interviewed on a local TV station and by phone for a morning drive-time radio broadcast.
Regardless of the reason for wanting or needing publicity, your next move should be to circulate a professionally looking news release publicizing your newsworthy event. Formerly called a "press release," the expansion of news outlets to radio, TV and the Internet warrant the changed name.
"You never printed the news story I sent in!" How often have newspaper editors heard this from readers about their failure to use a submitted news release. For their part, editors contend that most news releases omit important facts and interesting details, and so are unusable. Inevitably, such releases are of litle interest and are discarded.
Because news releases seem so simple and functional, they can be misleading. Writing an effective release is a skill attained only through careful observation and practice. To avoid the common complaint that "editors never use the news story I sent in," here are some ground rules for individuals and organizations seeking publicity:
Avoid the All-Purpose News Release
Unlike stretch socks, with releases one size doesn't fit all. The commonest error is the "shotgun" release--the same handout sent to many different news outlets and used by few or none. So don't be lazy and try to make a single release perform multiple duties. A release written for use in your college alumni magazine or a professional journal would surely be inappropriate for a local newspaper.
Slanting, the savvy freelance writer's stratagem, can make the difference between a release set in type and one that lands in the trash. Writing individual releases takes more effort but pays dividends. Editors are always more receptive to copy that can be run with a minimum of rewriting. Study each publication to which you intend to send your release. Analyze the length and content of news items, some of which probably came from handouts. Note any peculiarities in the publication's style in punctuation, spelling and capitalization.
The Pyramiding Secret
In writing your release, forget about the magazine article's traditional three-part structure of the opening, body and ending. Newspaper news stories and wire-service copy are expressly written so they can be cut. Called "pyramiding," this time-honored journalistic technique puts the gist of the story in its broadest form in the first few paragraphs. Important points are then reiterated and amplified in subsequent paragraphs that may also introduce less-important information.
Many releases give editors more information than they have space for. Pyramiding your copy will make your release look like the work of a pro, thus increasing chances of its use. To suit space requirements, editors will cut your copy from the back forward, starting at the very end and working toward the all-important introductory paragraphs containing the kernel of the piece. To an editor, it's what's up front that counts. Handouts requiring major rewriting because of awkward organization or to fit space available have little appeal for busy editors. Remember, most publications have no shortage of material--it's usable copy that always gets the nod.
Do's and Don'ts for Release Writers
Use letter-size white paper. Don't skimp on quality. Avoid colored papers, perfumed papers or exotic typefaces to attract attention to your release. A well-written release is what editors are looking for.
At the top of the page center the words NEWS RELEASE in a large font. Below this on the right, type "CONTACT:" On separate lines, add your name, mailing address, phone number and e-mail address. Type "FOR IMMEDIATE RELEASE" below this if the news item is not time-sensitive.
In a release about an event to take place at a specific future date, type "FOR USE BEFORE (DATE)" and show that date. Nothing bugs editors more than releases that turn up on their desks with no clue to their timeliness. These inevitably wind up in editorial wastebaskets.
Now leave a few inches of white space. This gives an editor room to write comments and instructions. Next center and type an appropriate headline in the style of the targeted publication. A crisp headline will always attract an editor's attention. Your headline is subject to change to suit space requirements and editorial policy. Don't be surprised if the editor rewrites yours.
Find an Angle
Approach your subject in a new or original way. Often this involves nothing more than rearranging the order in which the facts of the piece are presented. Avoid the ordinary. Be imaginative. Start off the all-important first paragraph with a bold statement, a challenging fact or a provocative statistic to catch readers' attention. Professional writers call this "the hook," a time-honored device for leading off a news story. Mention early in the release the event you are trying to promote. Explain what your book is about and what it will do for readers. Emphasize unusual qualities of your book. To add variety, don't forget to quote from any favorable reviews. Involve the reader. For example, if a portion of your book's royalties will be donated to a charity, tell readers what cause will be helped.
Write and Edit Your Release
Use the pyramiding technique to structure what you write. Keep it factual and make sure that what you write is newsworthy. Editors are always looking for genuine news, and a release can do their legwork for them. It has been said that the hardest part of writing begins once the words are on paper. Now is the time to look at what you have written through the eyes of readers and make revisions:
If your release runs more than one page, type (MORE) within parentheses at the bottom right-hand corner of the first page to signal the editor to look for additional copy. Two pages (about 500 words) are ideal; with exceptionally newsworthy releases, this limit can be extended to three pages. Number and identify subsequent pages at the upper left-hand corner with what editors call a "slug line." Thus, for a release describing a forthcoming talk and book signing at a local bookstore, type: "BOOKSTORE SIGNING--ADD TWO OF TWO" and "BOOKSTORE SIGNING--ADD THREE OF THREE," if needed.
Use of the phrase "The End" will mark you as an amateur. Concluding news copy with the traditional -30- the telegrapher's signal that the end of the copy has been reached also is out of fashion now. Instead, type and center the marks
to indicate the end of the release.
Photos Add Interest
Good quality photographs make any release more publishable. Ideally, these should be glossy prints, the bigger the better. Avoid tiny photos or those shot with a flash or an instant camera, resulting in harsh shadows. Pictures should be in sharp focus and portray action against a neutral background. Close-ups are always better than distant shots. Avoid a posed appearance. If possible, limit the number of persons in any photo to three; two are ideal. Crowded group shots requiring lengthy identification of the subjects are less likely to be used. Don't be surprised if the publication crops (resizes) your photographs to fit its layout.
Don't fasten anything to photos with paper clips that can damage the surface. Never write information on the backs of photos. The pressure of a ballpoint can leave a visible mark, and the dyes in felt tips will penetrate through to the front. Type or print photo information on sheets of paper the width of the photo, leaving an inch or two blank at the top. Identify the scene or the persons in the photo and concisely describe what's happening. Don't call attention to the obvious. Starting with "This photograph shows..." or "A photo of..." wastes valuable space. Indicate in your photo information any photographer's credit: "Photo by so-and-so." Attach the photo information with transparent tape to the back of the photo toward the bottom, and fold the sheet up to cover the front of the photo.
Into the Right Hands
Editors discard more releases because they were sent to the wrong publication than for any other reason. Address your release to an appropriate person by name and title--the editor of a newspaper or magazine, the program manager or news editor at a broadcasting station. Don't bother with an unnecessary cover letter. Nothing will change an editor's mind if your release doesn't speak for itself or isn't newsworthy.
Find out each publication's closing dates for upcoming issues before submitting your release. If you mail or fax your release at the last minute, don't expect to see your story in the very next issue. And don't pester the editor with calls asking when your release will be used. Another amateur ploy is calling to ask whether you can answer any questions about it. Releases are designed to do their job efficiently with a minimum of personal intervention. If editors decide to use your release and need clarification, they'll call you.
Written carelessly and circulated in shotgun fashion, news releases inevitably fail to be printed. Targeted narrowly, well-written and timely news releases will be welcomed and published every time.
Sidebar 1: How to Prepare a Press Kit
A press kit gives you more latitude in talking about yourself and your book. It also gives editors a wider choice of information materials from which to choose. For meetings, trade shows and conventions, you'll need press kits in quantity to be placed and replenished in the pressroom.
A typical press kit is assembled in a distinctive folder or large manila envelope and includes:
Sidebar 2: Letters to the Editor and Guest Columns
A good place to hone your skills for writing tight copy is on the letters page of your newspaper. Most newspapers welcome letters from readers expressing an opinion on items of public interest or conveying news. Note, however, that some newspapers restrict the subjects of letters to the editor to news items or editorials or op ed pieces that appeared in the newspaper.
Guidance for writers of letters to the editor is often printed on a newspaper's editorial page. Short submissions are more likely to be published, and some newspapers state the word count limits applied to such letters, usually anywhere between 150 and 250 words. Letter writers are required to include name, address and daytime and evening phone numbers--for verification purposes, not for publication. Newspapers will not print unsigned letters.
Most newspapers insist that letters be original and reject form letters or those published elsewhere. Many newspapers will not accept poetry, open letters, thank-you notes of a personal nature or letters to third parties. And most newspapers will edit letters for brevity, good taste, grammar and clarity. Don't expect or demand that your letter be printed without editing.
Some letters may not be publishable simply because they are potentially libelous. These include letters that accuse individuals or corporations of providing poor or unsafe services or charge them with engaging in illegal activities or of having connections to unsavory characters. (A newspaper can be held liable for publishing such opinions, as it would be if the same unsupported allegations were made in a news story.)
Guest "op-ed" articles are also a way of calling attention indirectly to a just-published book, especially if the topic takes more space to explore or develop than can be done in a letter to the editor. Such pieces are usually accepted from anyone who has expertise in the topic area, or whose job title or position lends credibility to their views.
You should specify on your copy that you are submitting a guest article so it will not be confused with a letter to the editor or a news release. Add a paragraph about yourself (residence, profession or occupation, etc.) to give the editor an idea of the authority with which the piece is written. Don't be surprised if you receive a check in payment for your efforts. Writers whose essays are published on the op-ed page are amply remunerated by major newspapers.
Perhaps you are a proud parent, a member of a church or service organization. Or you own a small business, and you have news about an upcoming event that deserves to be publicized. Or you are a first-time author, and your book is about to be published. If the latter, you've undoubtedly arranged to talk about it and sign copies at a local bookstore. You're also scheduled to be interviewed on a local TV station and by phone for a morning drive-time radio broadcast.
Regardless of the reason for wanting or needing publicity, your next move should be to circulate a professionally looking news release publicizing your newsworthy event. Formerly called a "press release," the expansion of news outlets to radio, TV and the Internet warrant the changed name.
"You never printed the news story I sent in!" How often have newspaper editors heard this from readers about their failure to use a submitted news release. For their part, editors contend that most news releases omit important facts and interesting details, and so are unusable. Inevitably, such releases are of litle interest and are discarded.
Because news releases seem so simple and functional, they can be misleading. Writing an effective release is a skill attained only through careful observation and practice. To avoid the common complaint that "editors never use the news story I sent in," here are some ground rules for individuals and organizations seeking publicity:
Avoid the All-Purpose News Release
Unlike stretch socks, with releases one size doesn't fit all. The commonest error is the "shotgun" release--the same handout sent to many different news outlets and used by few or none. So don't be lazy and try to make a single release perform multiple duties. A release written for use in your college alumni magazine or a professional journal would surely be inappropriate for a local newspaper.
Slanting, the savvy freelance writer's stratagem, can make the difference between a release set in type and one that lands in the trash. Writing individual releases takes more effort but pays dividends. Editors are always more receptive to copy that can be run with a minimum of rewriting. Study each publication to which you intend to send your release. Analyze the length and content of news items, some of which probably came from handouts. Note any peculiarities in the publication's style in punctuation, spelling and capitalization.
The Pyramiding Secret
In writing your release, forget about the magazine article's traditional three-part structure of the opening, body and ending. Newspaper news stories and wire-service copy are expressly written so they can be cut. Called "pyramiding," this time-honored journalistic technique puts the gist of the story in its broadest form in the first few paragraphs. Important points are then reiterated and amplified in subsequent paragraphs that may also introduce less-important information.
Many releases give editors more information than they have space for. Pyramiding your copy will make your release look like the work of a pro, thus increasing chances of its use. To suit space requirements, editors will cut your copy from the back forward, starting at the very end and working toward the all-important introductory paragraphs containing the kernel of the piece. To an editor, it's what's up front that counts. Handouts requiring major rewriting because of awkward organization or to fit space available have little appeal for busy editors. Remember, most publications have no shortage of material--it's usable copy that always gets the nod.
Do's and Don'ts for Release Writers
Use letter-size white paper. Don't skimp on quality. Avoid colored papers, perfumed papers or exotic typefaces to attract attention to your release. A well-written release is what editors are looking for.
At the top of the page center the words NEWS RELEASE in a large font. Below this on the right, type "CONTACT:" On separate lines, add your name, mailing address, phone number and e-mail address. Type "FOR IMMEDIATE RELEASE" below this if the news item is not time-sensitive.
In a release about an event to take place at a specific future date, type "FOR USE BEFORE (DATE)" and show that date. Nothing bugs editors more than releases that turn up on their desks with no clue to their timeliness. These inevitably wind up in editorial wastebaskets.
Now leave a few inches of white space. This gives an editor room to write comments and instructions. Next center and type an appropriate headline in the style of the targeted publication. A crisp headline will always attract an editor's attention. Your headline is subject to change to suit space requirements and editorial policy. Don't be surprised if the editor rewrites yours.
Find an Angle
Approach your subject in a new or original way. Often this involves nothing more than rearranging the order in which the facts of the piece are presented. Avoid the ordinary. Be imaginative. Start off the all-important first paragraph with a bold statement, a challenging fact or a provocative statistic to catch readers' attention. Professional writers call this "the hook," a time-honored device for leading off a news story. Mention early in the release the event you are trying to promote. Explain what your book is about and what it will do for readers. Emphasize unusual qualities of your book. To add variety, don't forget to quote from any favorable reviews. Involve the reader. For example, if a portion of your book's royalties will be donated to a charity, tell readers what cause will be helped.
Write and Edit Your Release
Use the pyramiding technique to structure what you write. Keep it factual and make sure that what you write is newsworthy. Editors are always looking for genuine news, and a release can do their legwork for them. It has been said that the hardest part of writing begins once the words are on paper. Now is the time to look at what you have written through the eyes of readers and make revisions:
- Is the information clear?
- Is it interesting and informative? Have you deleted complicated terms and unnecessary words to make your release brief and to the point?
- Have you supplied answers to journalism's traditional five Ws: "Who, What, When, Where, Why?"
- Are dates correct? Check your calendar. A wrongly dated event in a release can leave you without an audience or vice versa.
If your release runs more than one page, type (MORE) within parentheses at the bottom right-hand corner of the first page to signal the editor to look for additional copy. Two pages (about 500 words) are ideal; with exceptionally newsworthy releases, this limit can be extended to three pages. Number and identify subsequent pages at the upper left-hand corner with what editors call a "slug line." Thus, for a release describing a forthcoming talk and book signing at a local bookstore, type: "BOOKSTORE SIGNING--ADD TWO OF TWO" and "BOOKSTORE SIGNING--ADD THREE OF THREE," if needed.
Use of the phrase "The End" will mark you as an amateur. Concluding news copy with the traditional -30- the telegrapher's signal that the end of the copy has been reached also is out of fashion now. Instead, type and center the marks
# # # or * * *
to indicate the end of the release.
Photos Add Interest
Good quality photographs make any release more publishable. Ideally, these should be glossy prints, the bigger the better. Avoid tiny photos or those shot with a flash or an instant camera, resulting in harsh shadows. Pictures should be in sharp focus and portray action against a neutral background. Close-ups are always better than distant shots. Avoid a posed appearance. If possible, limit the number of persons in any photo to three; two are ideal. Crowded group shots requiring lengthy identification of the subjects are less likely to be used. Don't be surprised if the publication crops (resizes) your photographs to fit its layout.
Don't fasten anything to photos with paper clips that can damage the surface. Never write information on the backs of photos. The pressure of a ballpoint can leave a visible mark, and the dyes in felt tips will penetrate through to the front. Type or print photo information on sheets of paper the width of the photo, leaving an inch or two blank at the top. Identify the scene or the persons in the photo and concisely describe what's happening. Don't call attention to the obvious. Starting with "This photograph shows..." or "A photo of..." wastes valuable space. Indicate in your photo information any photographer's credit: "Photo by so-and-so." Attach the photo information with transparent tape to the back of the photo toward the bottom, and fold the sheet up to cover the front of the photo.
Into the Right Hands
Editors discard more releases because they were sent to the wrong publication than for any other reason. Address your release to an appropriate person by name and title--the editor of a newspaper or magazine, the program manager or news editor at a broadcasting station. Don't bother with an unnecessary cover letter. Nothing will change an editor's mind if your release doesn't speak for itself or isn't newsworthy.
Find out each publication's closing dates for upcoming issues before submitting your release. If you mail or fax your release at the last minute, don't expect to see your story in the very next issue. And don't pester the editor with calls asking when your release will be used. Another amateur ploy is calling to ask whether you can answer any questions about it. Releases are designed to do their job efficiently with a minimum of personal intervention. If editors decide to use your release and need clarification, they'll call you.
Written carelessly and circulated in shotgun fashion, news releases inevitably fail to be printed. Targeted narrowly, well-written and timely news releases will be welcomed and published every time.
Sidebar 1: How to Prepare a Press Kit
A press kit gives you more latitude in talking about yourself and your book. It also gives editors a wider choice of information materials from which to choose. For meetings, trade shows and conventions, you'll need press kits in quantity to be placed and replenished in the pressroom.
A typical press kit is assembled in a distinctive folder or large manila envelope and includes:
- The news release.
- A selection of photographs, including one of your book and one of yourself.
- "Backgrounder" information. To encourage editors to give your release broader coverage, include separate sheets of additional facts and biographical details about yourself, your age, personal life, hobbies and writing habits.
Sidebar 2: Letters to the Editor and Guest Columns
A good place to hone your skills for writing tight copy is on the letters page of your newspaper. Most newspapers welcome letters from readers expressing an opinion on items of public interest or conveying news. Note, however, that some newspapers restrict the subjects of letters to the editor to news items or editorials or op ed pieces that appeared in the newspaper.
Guidance for writers of letters to the editor is often printed on a newspaper's editorial page. Short submissions are more likely to be published, and some newspapers state the word count limits applied to such letters, usually anywhere between 150 and 250 words. Letter writers are required to include name, address and daytime and evening phone numbers--for verification purposes, not for publication. Newspapers will not print unsigned letters.
Most newspapers insist that letters be original and reject form letters or those published elsewhere. Many newspapers will not accept poetry, open letters, thank-you notes of a personal nature or letters to third parties. And most newspapers will edit letters for brevity, good taste, grammar and clarity. Don't expect or demand that your letter be printed without editing.
Some letters may not be publishable simply because they are potentially libelous. These include letters that accuse individuals or corporations of providing poor or unsafe services or charge them with engaging in illegal activities or of having connections to unsavory characters. (A newspaper can be held liable for publishing such opinions, as it would be if the same unsupported allegations were made in a news story.)
Guest "op-ed" articles are also a way of calling attention indirectly to a just-published book, especially if the topic takes more space to explore or develop than can be done in a letter to the editor. Such pieces are usually accepted from anyone who has expertise in the topic area, or whose job title or position lends credibility to their views.
You should specify on your copy that you are submitting a guest article so it will not be confused with a letter to the editor or a news release. Add a paragraph about yourself (residence, profession or occupation, etc.) to give the editor an idea of the authority with which the piece is written. Don't be surprised if you receive a check in payment for your efforts. Writers whose essays are published on the op-ed page are amply remunerated by major newspapers.
Labels: News Releases, Publicity, The Writing Clinic
