Writing a news release: Set the bar high

What makes an ordinary news release extraordinary? Read on to find out.


What makes an ordinary news release extraordinary? Read on to find out

The other day a colleague of mine sent me an e-mail. She has, in the past, written news releases, but needed a few hints from me to make her pitch better. Having been a journalist, I’ve seen my fair share of news releases, good and bad. One of the nice things about being a turncoat is that I write news releases like a journalist.

While the academy is teaching students how to make their news releases more newsy, I just make them newsworthy. There are several points that make a news release more valuable to your local editor or reporter.

It’s well known that news releases should hit the 5W’s and an H. We also know they should be timely, newsworthy, concise—focused to the community a publication serves. But there’s more that makes ordinary news releases extraordinary.

This is my list:

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