Preparing a Press Release

This article is re-printed from the Virginia Educational Media Association handbook, Awesome; School Library Media Day; April 9, 1986, edited by Barbara Booker and Gladys Pannell.

An efficient way to submit material to the newspaper is through a written press release. Local editors and reporters will sometimes take stories on the telephone, but it is better to have the information in writing. Written releases leave less room for error, and allow the writer to emphasize the points he wishes to stress. Here are a few basic guidelines for preparing press releases.

Ascertain the press or news deadline of weekly, daily
newspapers, radio and TV stations so your news will
arrive in time for publication and broadcast on the
day or week you wish it to appear or be broadcast.

News releases should be word processed and double-spaced
with a triple space between paragraphs. Use only one
side of the page. Good side margins should be allowed,
and the heading should be placed about one-third down
on the first page. The date for release should be
stated, and the release should be no longer than two pages.

At the end of the release, indicate from whom further
information may be obtained and give that person's office
and home phone number. The name of the issuing body should
appear on the press release. This may simply be the
library's name and address, but it might also be a committee
or a subcommittee working within the library.

If you enclose photographs with your story, do not
staple or tape these pictures to the release. Use paper clip.

Number and identify each page of a newspaper story follow-
ing the first page, with a "---MORE---" at the bottom of
each page for continuation.

The subject or lead is usually typed in capital letters and
centered across the top of the release. This brief heading
provides the essence of the story and also gives the editor
a basis for composing the actual headline that will appear
in the newspaper.

The first paragraph of your press release should contain
all the elements of your story. Use the basics of
journalism: who, what, when, where. Your first paragraph
should be structured and stand alone. (It can also be sent
to local radio stations and be used as a spot news announcement-
without rewriting.

Tell your story completely, but do not include more
information than is necessary. Make photocopies of
your press release or send original word processed copies.

Maintain the same style when writing press releases.
Paragraphs should not be divided from one page to
the next. Number all pages. Choose a standard
style book, such as the University of Chicago's A Manual
of Style, and use it consistently. Have some one else proofread
your press releases. Writers are not effective proofreaders of their
own copy.

Reports and news releases of special events must be
sent to the news media in advance or immediately following the
event. Two or three days afterwards, it is not news and therefore
of not interest to the press, radio or TV.

For events and displays you think would make a good
picture, always ask if they could send a photographer or TV cameraman.
When submitting your own pictures, glossy black and white prints
should be provided and 4" x 5" is a good size.

In publicizing School Libray Media Day, try to stress
the local angle - what you are doing at the local library
to tie in with the overall event. The use of local activities and
names is of interest to your local news media. Names should include
two initials or the whole first name of the person, such as
Mr. John Brown or Mr. J. G. Brown.

For special events the news media should
receive a complete program well in advance of the event.

The news media are one of the best ways of reaching
non-library users - the people you want to reach.
A letter of "thanks" for a good story or interview is always
appreciated and helps insure continued good coverage of your library
activities. This letter should thank the media for the excellent
way they used the information provided. A reporter particularly
appreciates a letter of "thanks" or commendation that goes to the Boss.


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