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Use these guidelines for
press releases
The Journal welcomes your news and wants to publish it. You can help by following these guidelines for press releases:
- In the subject line and for file names, use a short headline instead of simply labeling it "For the Journal" or "Press release." Better: "RELEASE: Smith promoted" or "RELEASE: Company expands." With pictures, use a tagline similar to the story tag line. For mug shots, use the person's name.
- Make sure you have news: If you're simply submitting an advertisement in disguise, it's likely headed for the wastebasket.
- Write it to the benefit of the readers: Your release stands a better chance of being used if it contains information useful to the publication's readership. Offering consumer-friendly information,localizing national trends or explaining a complex issue are a few ways to reach editors, producers, readers and viewers.
- Keep it short and to the point. Put the news first. Cut out the fluff and stick to the facts. Make sure your information is accurate. If you want to editorialize, put it in an executive's quotation ("We believe this is the best widget in the South," company president A.B. Seay said.)
- An effective press release will contain the following:
- Contact information - Who to call for more information.
- Release date - When do you want the information out ("for immediate release"; "For release Dec. 2")
- A catchy headline - This is your best chance to grab the editor or producer (but "catchy" doesn't mean misleading).
- The body - This is the information you want the public to know.
- E-mailing? Your best bet is to send your release as part of your e-mail message. If you're sending it as an attachment, make sure the person on the other side can open it. Put your headline in the subject line.
- The release should stand on its own: A good press release will sell itself. There's no need to enclose a cover letter; it's just one more piece of paper someone has to handle.
- If you're sending a picture other than a head-and-shoulders shot fan individual, try to make it an action shot rather than simply a group of people standing around.
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