Journalists have papers, radio programs, and news broadcasts to fill every day. What they don’t have is enough good story ideas from people like you.
As a former reporter, I can tell you that the best story ideas and the ones easiest to “sell” to the media involve real people doing real things. Often those are people are just like.
So here’s a few tips and some do’s and don’t that will help you write and distribute your own press release:
Do:
• Use a compelling headline and lead sentence that grabs the reporter’s attention
• Answer the basic questions of who, what, when, where, why, and how
• Provide contact information including the name and phone number of someone who can speak to reporters
• Include the date
• Give the media adequate notice about an event. One day’s notice is not sufficient
• Send the press release in the body of the email (not everyone opens attachments)
• Ensure the story has a local angle and is relevant to the community
• Pitch human interest stories
• Send high-quality photos (no grip and grins or check-passing shots please)
• Be available when a reporter calls
• Respect a reporter’s deadline
• Offer to provide additional information
• Be prepared to be interviewed by phone
• Be a good source for other stories (an accountant available to comment at tax time for instance)
Don’t
• Ask to see the article before it goes to print. Reporters are too busy to do this and are professionals. Let them do their job!
• Call to see if the article ran. Show some respect and read the papers
• Say anything to a reporter you’re not completely comfortable seeing in print (or hearing on TV or radio). Remember, there is no such thing as “off the record”
• Expect to receive coverage every time you send out a release
