The Power to Control Diabetes Is in Your Hands Community Outreach Kit

Tools to Implement Promotional Activities

Tips for Writing a Press Release

Many stories reported in the news have started with a well-written press release (also called a news release). Small newspapers will sometimes print the release verbatim or with minor changes. For the most part, however, media will use the information you provide as background for a story. The tips below will help you in writing a press release and in getting the information used.

• Make sure you have a good reason for writing a press release. Press releases should be written if you have something newsworthy to say. For example, you might send out a press release if your organization does any of the following:
  • Plans local activities to coincide with an event or observed holiday or celebration.
  • Issues a proclamation with the mayor or other local politician.
  • Conducts a special program featuring a local or national speaker.
  • Releases the results of a study, poll, or survey.
  • Honors an individual or organization.
  • Launches a public education program or campaign.

  • Hires a high-level staff person or officer.

• Keep it short. A press release is ideally one page long (no more than two pages) and should contain short sentences and paragraphs.

• Use the proper format. At the top of the page on the left-hand side, include “For Immediate Release” or state that the information should be held for a specific date. At the top of the page on the right-hand side, include the name, phone number, and email address of the contact who can provide additional information and be available for follow-up media inquiries. If the release is more than one page, end page 1 with the notation “-more-.” The last paragraph of the release should include a “boilerplate,” which is a brief description of your organization and its mission. At the end of the release, follow the last sentence with the notation “# # #” centered on the line below.

• Start with the most important information. Begin with a headline that provides a brief but interesting descriptive phrase to introduce the information that will be contained in your release. The headline is the attention grabber, which often makes the difference in whether or not it will be read. Also include a subhead underneath the headline. This gives you the opportunity to flesh out your angle and further hook the reporter. A good headline and subhead combination can make the difference between a press release that is read and exposed and one that is ignored.

• The first 10 words of your release are the most important; make sure they are effective. The lead paragraph includes the who, what, when, where, and how of the story. If the reporter only reads the lead of a good press release, he or she should have everything they need to get started on a story.

• Use clear, simple language. Never use slang, acronyms, or technical terms. If you must use an acronym or technical term, explain it. If using quotes, make sure to have them approved by your organization’s attributed spokesperson.

• Accuracy and factuality are important. Be sure to verify spelling, names, titles, and statistics. For the latest national and state statistics on diabetes, go to www.diabetes.niddk.nih.gov/populations. Remember to avoid editorial comments. Opinions should only be expressed in direct quotes.
   

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