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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