Many are simply advertisements. Others aren’t appropriate for the publication’s audience. If the editor isn’t convinced that readers will care about receiving the information, the story will be tossed.

So, the first step in writing a news release is determining whether it should be written. Your information must be newsworthy—it cannot be a blatant ad for your company. If you’re not sure whether the information is newsworthy, call an editor or reporter and see what they think. It’s also helpful to read the targeted publication to get a feel for what is covered.

Once you have determined that your information will make a good story, decide what is most important for readers to know and write a lead for the story. The first paragraph should tell readers what the story is about in 30 words or less.

The rest of the story should include the who, what, when, where, why and how, and should be written in inverted-pyramid style. Put your most important information first. Editors will cut your story from the bottom if they don’t have enough room. Keep the story as short as possible, and keep sentences and paragraphs short. Most paragraphs in news stories are one or two sentences. The news release itself should be kept to one page if at all possible; don’t exceed two pages. Use white 8 1/2” by 11” paper with one-and-one-half or double-spaced lines on the front only.

Include quotes in the news release. They liven up a story and give it credibility, but make sure they are relevant.

Once you’ve written the release, spell check and edit it. Some editors will automatically throw away releases that included any mistakes. A news release with spelling, grammar or factual mistakes has no credibility.

Be sure to include correct contact information (name, phone number, and email address). Include an evening phone number if at all possible because many editors and reporters work evenings and weekends. Also include release information, such as “For Immediate Release.”

Find out how your media contacts prefer to receive the information. Some use email exclusively, others still prefer hard copies by mail or fax, many utilize both. When sending out the release includepictures if possible, because they can add greatly to the story.

Know the names of the editor and news directors and address the envelope to them. Follow up when the news release involves a time-sensitive event. I’ve experienced more than once that, for whatever reason, the media contact didn’t receive the release and would not have covered the event had I not placed a follow up call.

It’s all about doing it right: telling the right story to the right media at the right time, and in the right way. With a little insight, planning and effort, you simply can’t go wrong!