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How to Write an Effective News Release

Written by: Susan Regier

Article Overview: A well-written news release is a powerful tool that can give your business the free publicity money can't buy.

How to Write an Effective News Release

A well-written news release is a powerful tool that can give your business the free publicity money can't buy.


Publicity is the most effective way to gain customers. A news story in a local or national publication can give more details about your business in a way that allows your expertise to show through. People skim through the advertisement sections but are more apt to read informative articles.


And how do you get an article written about you? Start with a news release.


What is a News Release?

A news release is a prepared news story that you write and send to the media. If it contains the type of useful information an editor needs, your chance of publication is greater. An editor may reprint all or a section of your release as an article or it may be used as background information for an article already in the works. But if you've got a good story to tell, a journalist may be sent out on assignment to interview you for a comprehensive article about your business.

Choosing an Editor
A news release must be submitted to the appropriate editor if you hope to see your name in print. If your business is technical in background, don't submit a news release to a publication that is geared to family entertainment. It's not only a waste of the editor's time; it's a waste of your time and efforts.


You must know your target market and what they read then submit to the appropriate editor. It will take some research on your part but it will pay off.

Writing your News Release…
As more businesses are opting for free publicity, it's imperative that you make your news release stand apart. Design the set-up to be easily read and make the story compelling.


It may help to print your news release on brightly coloured paper and send it by mail so it doesn't melt into the rest of the white pages off the editor's fax machine. One editor told me that she personally opens all hand-written envelopes. Try it - your news release may be the first envelope she looks at in the morning. And if you email your news release, always include it in the body of your message - never send an attachment as it will be deleted quickly, if it happens to get through at all.


When writing your news release, consider what is different about your business. What makes your business stand apart from your competitors and worthy of being printed? Are you doing something unusual that is of interest to readers? And remember to write in the third person: say, “ABC Business announces…” not “we announce….” Your news release should not read like an advertising supplement.


A well-written news release must include the 5 W's & H.

Who is doing it?

What are they doing?

When are they doing it?

Where are they doing it?

Why are they doing it?

How are they doing it?


The lead sentence of your news release must contain the “hook” to grab the editor's attention. It should tell what impact your story will have on the community or why your story is newsworthy to your target market.


Don't forget to include a contact name and phone number at the bottom of your release. Editors receive many releases with no mention of how to contact the sender, so some great stories never receive the publicity they deserve.

What's next?
Your work is not over when you've mailed or faxed your news release to prospective editors. You can't just sit back and wait for the telephone to ring. It's time to take action.


Call the editor and ask if the news release was received or if more information is needed. Do not ask when they plan on publishing a story about your business. And only call once - don't antagonize the editor and don't despair if they can't use your story.


It may take several attempts to get the coverage you want. But your persistence can pay off with the ultimate exposure money can't buy.

Related Articles
  More Strategic PR Advice From Your PR Doctor
  Writing An Attention Getting Press Release
  Top Tips on How To Write Press Release
  Learn How to Write a Press Release Correctly
  8 things which can happen to your press release

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Re: And Software? - [quote="mphcoach":2wl85wsg]With the potential benefits of PRs, is there a piece of software that has a value in auto-submission, or is this best to do by hand?[/quote:2wl85wsg] I use the "Press Release Equalizer" to submit my releases after complying with all the different guidelines set forth each PR website. The tool is great to automate the submission process but it's more effective if you write multiple releases promoting one event. When writing one release and submitting to PR websites, it gets accepted, but the news portals like Google News only picks up the first release. Because Google does not see any benefit in just filling up the search engine results with the same old content, it only picks up the first release. So when I use a tool like that, I create a few different releases and only submit to a few major PR websites. That's plenty of appearance I make compare to my competitors and it seems to work well. To summarize my experience, if I use a tool like PR Equalizer, my releases appear on individual websites, but the search engines only return the first result as long as I am submitting the same release to different websites. To remedy this issue, I write a few different releases announcing the same event, and submitting to different PR websites. This way, when a search is conducted, search result returns by pulling different search results, content, titles from different websites, making more appearances and dominating the first few top search results. Warmest Regards, Tak


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