If you have never seen what a news release looks like, you might find this information helpful. Just like the human body needs bones to support us, a news release has a definite structure to support it. This shap is something that your release should always have and news editors will expect it to appear this way. If you release in set out in a different format you will instantly be assumed to not know what you are doing.
As a Market Harborough based marketing and PR and marketing company we often send out news releases to Leicestershire and Northamptonshire – but just as often we will send out news releases to across the UK or to other regional news offices. It makes no difference. However, all news rooms expect their news release to look the same. That way they can quickly judge whether the story will be of interest to their readers.
1. On the top left hand side, type ‘News Release’ with the date that you are sending it out. Further along the line, ‘For Immediate Release’ should also be written. This top line may be underlined and possibly highlighted in a different colour- I choose to highlight mine in red, but this is a personal preference.
2. Make sure that the date on your release is for the day that you are sending it out- it can take a few days or even weeks for a release to be circulated and approved by appropriate departments, and so the original date can soon become obsolete. An old date makes your release look like stale news.
3. Underneath this comes the headline, which should be changed depending upon which publication you are sending it to. For example, if you are sending your release to a local newspaper, I would start with “Market Harborough based company wins award…” but for a regional newspaper or radio station, the headline would be more effective starting with “East Midlands company wins award…” The release may stay the same, but the headline is more relevant to the news organisation that it is being sent to.
4. Try to include some quotes in your release, from two people if possible. Whilst the main body of the release is written in factual, unemotive language, by using a quote you can introduce an element of subjectivity and persuasion. For example, “we have been thrilled by the enthusiasm that our customers have shown for our new magic duster…” wouldn’t appear in the main copy, but could be attributed to the managing director as a quote.
5. Always get approval for any quotes that you use- you don’t always have to actually speak to the person, but you do need to ensure that they have seen and approved what you have written.
6. Your quotes should show your company in a positive light, but do not use them as an opportunity to deride your competitors- be aware that comments can be deemed as libellous, so do think through quotations carefully.
7. At the end of the copy, and above the list of contacts, write the word ‘/Ends’ – this indicates that everything below this line is for the journalist’s information only and will not be published- including any phone numbers that have been given out.
8. At the end of your press release include at least two contact numbers of people that journalists can speak with if they require further clarification or information- a journalist will not consider publication of a release with no contact details. Include a landline and a mobile number if possible, and make sure that your contacts know that the release is going out so they can make themselves available.
9. Journalists prefer to receive releases as an e mail- it is more instantaneous for you, ensuring that your news isn’t stale by the time it reaches its recipient; it is also easier for the journalist to cut and paste.
The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.
MD & Head of Digital Marketing
Jessica has worked in digital marketing for over 10 years and has watched it evolve from an experimental marketing option to an essential tool for most businesses. She is driven to help businesses achieve their objectives using the best digital marketing resources available and recognises that each business is different. Jessica devours the latest news about digital marketing and is constantly learning in order to stay ahead of the trends for clients.
