Spectrum PR Column
March 1997
Public Relations: (Tips on Writing A News Release)
Laura Hyzy, Library Manager at Hinshaw & Culbertson (Chicago, Illinois) guest writer for this month's column.
AALL Spectrum, Volume 1 No. 6 March 1997, p. 24.
Every year during AALL's Annual Meeting, the Public Relations Committee hosts a meeting for the Chapters' Public Relations Liaisons. This session is geared to give each Chapter specific public relations information that can be used on the local level. In 1996, Steve Serpas, AALL Publications & Public Relations Assistant, led a lively discussion on "How to Write a Press Release."
Press releases are an important element in the public relations efforts. They allow the opportunity to publicize a Chapter or special event. They reinforce the concept that we are all professionals in a professional organization, and, as such, are a force to be reckoned with. In order to be taken seriously, the press release should be used when you have something to say or to commemorate a special event. A press release on the election of new officers or a milestone Chapter anniversary is appropriate.
A press release should incorporate the "Five Ws of Journalism" --who, what, where, when, and why. You have a better chance of having your press release used in a newspaper if the reporter can immediately incorporate your press release into an article. If an essential element is missing, the writer will probably ignore the release and use one from an organization that has made the effort to include all necessary elements. Keep in mind that a press release should be short, only one or two double-spaced pages. If it is any longer, chances are that no one will read it.
Historically, the "inverted v" format has been the preferred format for press releases. It is based on the premise that the most important information should be first and the least useful information at the end. If a newspaper is going to edit or shorten your press release before using it, it will probably begin the shortening at the end of the text. Using the "inverted v" style will avoid having the most important information eliminated from the article.
The contact person who will receive the press release will depend on the size of the newspaper to which you are submitting the release. Ask someone in your marketing department for the name of the correct contact person at the paper. Most of our employees routinely submit press releases and would have the correct information.
All press releases contain certain standard elements. At the top of the press release, list the organization, contact person, and phone number. Without this information, the newspaper will not print your press release since it would have no way of verifying the accuracy of the release. At the end of the release, write "-30-." This indicate the end of the press release.
Timing is an important element in submitting a press release. Send the release before the event to which you wish to invite the public or if you hope the newspaper will send a reporter to cover the activities. It would also be beneficial to send the press release more than once. On a busy news day, the press release might be ignored. On a slow day, a reporter might jump at the chance to use it. If you are submitting a release after the event, send it immediately following the event. Otherwise, it is "old news" and won't be used.
There are many books and articles on writing press releases. Consult them if you are serious about using press releases in your public relations efforts. Be sure to read the next press release AALL sends out. AALL's press releases are an excellent example of well-constructed press releases.
Column Editor: Carol Bredemeyer, Salmon P. Chase College of Law at the Northern University Kentucky University.
Last Updated: January 20, 2003
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