EFFECTIVE NEWS RELEASES
1. Is it “news?"
2. Develop and update your mailing list.
3. Target your release.
4. Make your release one or two pages, double spaced.
5. Date your release.
6. Use the headline to summarize the main content.
7. Don't forget basic information.
8. Write in short sentences with action verbs and simple language.
9. Don't overwrite with superlatives and gushy words.
10. Check grammar, spelling and accuracy.
11. Don't "disappear."
12. Follow up when appropriate.
SAMPLE NEWS MEMO
To: Addressed to editor or reporter
From: You
Re: A one sentence or two sentence statement regarding the story you are suggesting, the event to which you are inviting reporters or other purpose of the news release.
Time & Date: Specific time, date, year.
Location: Specific location, including directions if the location is off the beaten path.
Why: You must have a reason for the news release or the event. You will be more successful if you can say why and provide enough information for the decision maker to decide to accept your invitation for coverage.
Contact: The name and phone number of someone the news editor or reporter can contact with questions about your news release.
NEWS RELEASES
1.  If possible, provide a short summary or news memo covering the major points of your story.
2.  If your story is complicated, add background information.
3.  Generally, news releases should be as short as possible while containing all the important facts.
4.  Most reporters and editors will consider your news release the starting point of a story.
5.  The first paragraph usually tells the reader all major facts by answering six critical questions:   Who?  What? When? Where? Why? and How?
6.  News writing follows the "inverted pyramid" style, in which every paragraph is considered more important than the ones following it.
7.  Sentences and paragraphs should be short. Everyday words must be used.
8.  Avoid jargon and technical terms.
9.  There are limitations on news releases. A news release sent to many potential users is "nonexclusive."
10. Another limitation is the commonness of news releases.
11.  While the limitations are real, they should not negate the value of a news release.
12.  For instance, you determine the time of its release. In most cases, your news should be for "immediate release."
13. Finally, make sure that you, as the source, are clearly identified on the news release along with addresses all the phone number where you can be reached.
NEWS CONFERENCE GUIDELINES
1.  Determine appropriateness of full-blown news conferences carefully. If there is any doubt, don't hold one. If you have some news, you may be better off announcing it and having representatives "available" at a designated time and place to expand on it.
2. Select a logical location for the event. It should be as convenient to all reporters as possible. You may select a less central location if it increases the understanding or the newsworthiness of your announcement.
3. Don't crowd headlines. Early in the day is better for most news conferences or availabilities.
4. Notify your key contacts about your news conference two or three days in advance. Also, try to use news advisory services, such as a daily listing of news events on a local wire service, to announce the event.
5.Telephone key media contacts the day but don't plead or wheedle - they make their own decisions.
6. Usually, only one spokesperson should make an announcement or deliver a statement. Never more than two.
7. Practice. Read your statement out loud. Anticipate questions that might be asked and prepare answers.
8. Begin the conference punctually. Stop within 30 minutes or as soon as questions start to drag.
9.  Follow up. Offer to remain to talk to reporters who have more questions. Have announcements and background information delivered to all who attend and to news organizations that expressed interest but did not show up. Radio stations especially appreciate a chance for a telephone interview after the news conference.