THE NEWS RELEASE

The news release is the bread and butter of journalism. Editors depend on news releases to save them time, money, research, and staff in identifying the news and getting it in print. Sometimes an editor will reprint a news release word-for-word; sometimes the editor will quote from it within a larger feature article; sometimes the editor will assign a reporter to dig deeper into a news release's leads and file an investigative story.

What makes an effective news release?

Brevity - Can you get your message out in 400 words or less? That is, can you get it on to one or two pieces of paper, double-spaced?

Clarity - Does the title let the editor or reporter know at once what the news release is about? Does the first paragraph get right to the point? Are sentences in the active voice, so the reader knows exactly who did what?

Interest - Is it news? Does it bid for the editor's attention?

Credibility - Is its information dependable? Do you, the source, establish your authority as a spokesperson for the position presented?

Tips for writing effective news releases

  • Include contact info! Be sure to make clear how to contact you, with phone number and e-mail address, up front.

  • Who do you speak for? Include a tag-line describing your organization at the end.

  • Write with quotes! Show people talking. Quote your organization's leaders and authorities when presenting your key points.

  • Use a strong finish! Although the essential information should be compressed at the beginning of the release, ending with a surprising, witty, or trenchant fact or quote greatly strengthens your release's appeal.

  • Visual support! Enclose a clear, interesting, publishable photograph, with a descriptive caption attached to the back and repeated at the end of the release.

To view a sample news release applying these tips, click here. (To retain formatting, this release is presented in .pdf format - you will need Adobe®Acrobat®Reader, available at no charge from Adobe, to view this document.)

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