Editors want/need news releases, but not always.
Editors are busy and don't have time for incorrectly written/formatted news releases.
Editors are focused on their specialty columns and responsibilities.
Editors are skeptical and will toss news releases that are too commercial, laudatory, etc.
Editors receive many news releases each day, and they select those that are both interesting and self-sufficient, complete, and not labor intensive.
Editors have deadlines, and certain columns run only on certain days.
Editors are limited in space and may only be able to give you a simple headline, single paragraph, and no pictures.

As-is (generally limited to routine, uncontroversial news)
As a source of information for a story subsequently written by a reporter who draws facts, quotes, and background information from the news release
As the basis for a subsequent interview by a reporter

Content Nuts and Bolts
Identify document as "News Release".
Date written
Serial number if release is part of a sequence
Dateline (optional; include if location is important)
Release date ("FOR IMMEDIATE RELEASE", date to be released, or embargo with specified duration)
Contact Person, Phone, and Email for More Information
Contact Name and Phone if more information is require
Headline (identifier)
-more- at bottom of pages that continue on to subsequent pages
identifier (slug) at top of subsequent pages
End the news release with ### or -30- centered

Writing Tips
Write from a strong angle.
Remember key elements of news: Prominence, Drama, Human Interest, Localness, Consequence, Oddity, Topical
Strong lead (5 W's & H: who, what, when, where, why, how)
Inverted pyramid format (most important first)
Use quotes to incorporate opinion, subjective ideas, explain rationale for actions. Avoid trite quotes and clichés.
Include 1-3 pictures, but don't refer to them in the news release.
Make your key points near top (first or second paragraph).
Include standard (ideal) description of organization.
Work other (positive) points into text.
Avoid overstatement; beware of claims of "first", "only", "unique", etc.
Cite the most appropriate spokesperson for the organization.
In case of bad news, stress actions being taken to rectify.

Do's
Submit at least 2 weeks before when you expect the article to appear.
Write expecting that the last paragraphs will be cut out.
Proof your news release before submitting: Check grammar, spelling, and punctuation

Don'ts
Don't send to the wrong editor (misdirected release).
Don't ask for anything to be returned. Don't send anything that cannot be replaced.
Don't follow up to see if the editor received the news release.
Don't depend on inclusion of a photograph.
Don't bury bad news deep in the news release when the bad news is the story.
Don't lead with the wrong focus.
Don't make it wordy.
Don't forget to provide all of the required information (don't fail to anticipate basic questions of the readers)
Don't include excessive or self-laudatory adjectives.
Don't use excessive commercialism.

By Hand Delivery
Great in smaller communities where you can establish a relationship with a reporter.
Follow the same guidelines as in "By Mail".
Make an appointment.
Make your visit brief.
Come prepared with other promotional SAYSO literature.
Be prepared to answer all possible questions.
Be prepared to suggest additional material and topics that might interest the reporter and result in a larger article.

By Fax
Not possible when photographs are included in the news release unless you them onto a website.
Follow the same guidelines as in "By Mail".
Call first to verify the fax number.
Follow up if you know the person's name. Don't nag. Don't argue if told that the material is inappropriate. If asked to send it again, do so.

By E-Mail or Diskette (Electronic)
Don't include attachments to emails.
Put photos and other items onto a website.
Follow up if you know the person's name. Don't nag. Don't argue if told that the material is inappropriate. If asked to send it again, do so.
 

San Jose Mercury News
“Venturing Out” column – Soccer – Youth; Mike Guersch, Executive Editor; (408) 920-5648; fax (408) 920-5244

The Independent (Enquirer Bulletin) (Free weekly paper)
“Calendar” – Workshops category (also, Tryouts or Events categories);  Submit 5 weeks in advance; 25 words of less; each event separate.  Send to 1828 El Camino Real, Suite 508, Suite 508, Burlingame, CA  94010; 367-9834/367-8745 fax.

San Mateo Daily Journal (Free daily paper)
 344-5200 Jerry Lee - Publisher; Family Resource Guide; Tuesdays and Weekends

San Mateo County Times
“County Calendar” 30-40 words max – send 2 weeks in advance – fax to Jill Maguire: 348-4446 or mail: Jill Maguire, SM County Times, 1080 S. Amphlett Blvd, San Mateo, CA 94402.
“Local Shorts”, under “Soccer Tryouts” category: 25-35-50 words. Mail to 1080 S. Amphlett Blvd, San Mateo, CA 94402, or fax to 348-4446.

Palo Alto Daily News (Free daily paper);  327-6397

Metro (Free weekly paper);  408-298-8000

Short Activity Announcement (sign-ups, registration, tryouts, fund-raising event, etc.)
Medium Length Event News Release (ongoing activities, end of season results, league and tournament results, return from abroad, new personnel, etc.)
Long News Article (state championship, etc.)
 

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