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You should follow the standard format
for writing press releases to increase the chances
that your story will be picked up by the media.
The format is very easy to learn, and a sample
press release that you can modify and use is included
in this appendix.
Press Release Format
1. In the upper left-hand corner,
type one of the following two phrases: if your
story has a time constraint - if, for example,
it needs to be published before special education
placement decisions are made on May 12 - then
type "FOR RELEASE ON OR BEFORE MAY 12";
if your story does not have any specific time
constraint, simply type "FOR IMMEDIATE RELEASE."
Underneath this, type the date on which you are
sending the press release.
2. In the upper right-hand corner,
always type, "FOR MORE INFORMATION, CONTACT:".
On the next line, include the name of a real person
(not just the organization's name), along with
his or her title, the organization's mailing address,
and the contact's direct phone number.
3. The next element of the press
release is the most important: the headline. Many
reporters and editors will judge the press release
by the headline alone, especially in busier media
markets, so it is very important to write a headline
that will grab people. Use an action verb to describe
what is happening and why your event is important
(e.g., "Parents Organize to Fight Discrimination,"
"Students Denied the Chance to Learn,"
or "School Segregates Minorities into Special
Education").
4. After the headline, write the
body of the press release. The first two paragraphs
should tell the whole story, paragraphs in the
release should usually be about 30 words.
- The first paragraph of the body is called
the summary. It should contain the main idea
of your story, and draw the reader in. Tell
your audience why this information is important
to them and why they should continue to read
your release. Ask yourself, "How can I
make people feel a connection to this topic?"
Describe the most interesting part of your story
first - focus on what is happening, and why
people should be interested. In almost every
case, the first paragraph should be a brief
and intriguing description of the news itself,
and not just a description of the organization
announcing the news.
- Try to include quotes from people involved
in the activities that you are documenting,
in order to add interest and credibility to
your press release. The quotes you use don't
need to be from "experts." You can
include quotes from an organizational representative,
a person affected by the story you are writing,
or even whoever wrote the press release. Be
sure to add that person's credentials after
his name. Remember to protect the privacy and
identity of children.
- More detailed information should follow the
first two paragraphs. By putting only the most
attention-grabbing elements of the story up
front, you can ensure that the most important
information will still be included in your press
release if the release gets shortened for some
reason. Saving details until later helps to
focus and capture the reader's attention. You
want to make sure that busy reporters and editors
see the most important information first; remember
that these people may only read the first few
sentences of the many press releases they receive.
- Depending on your goals, you may wish to include
a "call to action" in your press release.
This may include information on joining a protest,
picketing an event, writing a superintendent,
or taking part in other activities that the
organization plans. These kind of upcoming events
are often considered to be "newsworthy"
themselves.
5. End your press release by repeating
your organization's contact information for the
reader.
6. Type "# # #" or "-
30 -"on the first line after your text is
complete. These symbols are the traditional way
of signaling the end of a press release. If you
must use additional pages for your release, type
"- MORE -" at the bottom of the first
page. Be sure to type "- CONTINUED -"
and retype the title and date on page 2.
General Tips for Writing
a Press Release
- Your job is to make the reporter's job as
easy as possible.
- Make sure that your press release discusses
newsworthy topics.
- Tie your release to a related "hook"
(e.g. release of reports, announcements, or
other events).
- Keep your sentences short and your writing
tight.
- Double-space the text.
- Limit the release to one page if you can.
- Be sure the contact person will be available
at the time that the release reaches the media.
- Proofread your release, and have someone
else proof it too.
- Develop press release letterhead, or use
your organization's existing letterhead.
- The more professional your release looks,
the more likely that your story will get published.
Where to Send a Press Release
Tailor your release to your target
media and audience. Who would be the most interested?
What publication or media reaches that audience?
Don't forget neighborhood or community newspapers
- they can be an effective way to reach local
constituencies, and often need to fill column
inches. Your local library should have a media
directory in its reference section, which you
can use to target outlets likely to use your release.
When you mail, fax, or e-mail your
press release, address it to a specific person
at each newspaper, radio station, or television
station you want to contact. You should address
your release to the person responsible for the
section or program you are targeting: an education
writer, the host of a political talk show, a business
section editor, or a producer of a community radio
program. Call the publication or station if necessary,
and don't hesitate to speak with your target reporter
over the phone - she may ask you questions that
will help you write a better release, and you
may pique her interest.
When to Send a Press Release
Give publications enough lead-time
so they can follow up with you if they want more
information - check their deadlines. Daily publications
usually need two or three weeks, while monthlies
need more. Faxing or perhaps even e-mailing the
press release is usually best.
Final Thoughts on Writing
a Press Release
At the end of your press release,
you may want to include a paragraph about your
organization, describing how people can get involved
and discussing the great work that you do. If
the media outlet has time or space to fill, they
may very well use this information. If nothing
else, it will provide the reporter or producer
with valuable background information about your
organization.
Most experts agree that you should
place a follow-up phone call to your contact at
the media outlet one or two days after a release
has arrived, although this might be impossible
or impractical if you have sent releases to hundreds
of papers and stations. If you do choose to place
a follow-up call, make sure to introduce yourself
and identify the organization or event you represent;
ask if the reporter has any questions; and inquire
as to whether you can help by providing names
of people to interview, photos, or other additional
information.
One strategy you might want to consider
is asking the reporter to write a bigger article
or to devote more airtime to your issue. Of course,
your press release must get the reporter really
interested in the topic for that to occur. If
your single page press release is published as
is, it may take up only a few column inches in
the newspaper. If you can get the reporter to
interview you, and to do a longer feature on your
issue or your organization, that will almost certainly
translate into a bigger story in the paper or
more coverage on radio or television.
Another tactic you may wish to try,
especially as you become more adept at writing
press releases, is including a "Questions"
sheet, listing questions for the reporter to ask
you (or your organization's contact person). While
this may seem presumptuous, many interviewers
will appreciate the work you've saved them. Even
though they probably won't ask all the questions
you've included, just getting the chance to answer
some of them will help you get the story reported
the way you want it to be told.
SAMPLE PRESS
RELEASE
FOR IMMEDIATE RELEASE
December 1, 2000
FOR MORE INFORMATION, CONTACT:
Julia Morales, Parent Contact
Parents for School Equality
11 Main St., Smithville, US 98765
(555) 555-1414
Johnson High School Discriminating
Against Students of Color Through Its Discipline
Policies.
A large group of Johnson High School
parents filed a claim today with the United States
Department of Education alleging that Johnson
High School's new "Zero Tolerance" approach
to discipline discriminates against Hispanic and
African-American students. Their complaint alleges
that Johnson High School's rules regarding truancy,
loitering, and disrespect are applied to minority
students more often and more harshly than to White
students. The group, called Parents for School
Equality (PSE), has been studying data on Johnson
High discipline for several months. PSE alleges
that Hispanic children are twice as likely to
be suspended from school than White students,
and African-American students are almost three
times as likely to be suspended than White students.
According to spokesperson Julia Morales, "Johnson
is confusing normal adolescent misconduct, like
loitering in the halls, with criminal acts, like
gun possession, and treating it all the same -
suspension or expulsion." PSE will also address
the School Board this Thursday, December 7, 2000
at 7:00 p.m.
PSE formed after a parent became
alarmed about her son's suspension by Johnson
administrators for loitering. She began talking
to other parents about the discipline procedures
at Johnson High and found that the school apparently
comes down harder against minority students. PSE
stated, "We are prepared to take legal action
because the 'Zero Tolerance' policy has a disparate
impact on children of color." However, Morales
emphasized that the School Board has the ability
to avoid litigation by quickly addressing the
problem. Morales further stressed that PSE supports
an effective discipline code that is fairly enforced.
Most Johnson students who get suspended get no
schooling during the period of suspension, and
many are left on their own without supervision.
"Zero tolerance" refers
to a disciplinary policy or code whereby students
receive very strong, and often automatic, punishments
for certain offenses. This type of policy was
originally implemented to remove students who
possess weapons or firearms in school. Zero tolerance
has come under increasing criticism as schools
have also applied severe punishments to non-violent
misconduct. The National Association of School
Psychologists, The Hamilton Fish Institute on
School and Community Violence, and many child
development experts have decried the use of such
unyielding disciplinary codes because they are
ineffective and often unjust. Zero tolerance has
also received much attention recently from civil
rights groups and parent coalitions, such as the
one here at Johnson High School.
Remedies sought by PSE include
conflict resolution programs for students and
administrators, teacher training on multicultural
sensitivity and classroom management, and support
for teachers inside and outside of the classroom.
Morales pointed out that the neighboring Southport
School District has had great success with conflict
resolution training for all students and never
suspends students for minor offenses such as truancy
or loitering.
For further information, contact
Julia Morales, at Parents For School Equality,
at (555) 555-1414.
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