Thanks to the Ralston Group for their input for this section

April, 2002

HOW TO WRITE AN EFFECTIVE NEWS RELEASE

A news release is a simple document whose purpose is the dissemination of information in ready-to-publish form. Ready-to-publish form means standard, third-person journalistic style that also matches the reporting style of the medium to whom it is sent.

Use a news release to announce straightforward news before, during or after the event itself to an audience who will be likely to care about it.

A news release is mailed (or faxed or, in some cases e-mailed) to editors of print, broadcast or on-line media to the correct name of the editor.

Editors choose whether to use a release or not generally by judging it on the basis of whether the news is of interest to their audience. Editors most often select news releases that contain obvious, unbiased news.

No payment is made to the publication or station if the news release is used. (If a person purchases space or time to present his/her material, that is paid advertisement and the purchaser controls the content).

News releases should be prepared in a standard, accepted format so that the media can relay their news content to audiences easily, with confidence in their accuracy. Editors usually have the luxury of choosing from scores of news releases, which means your release is competing with others for the editor’s attention.

Remember your key messages and don’t send the release out more than two weeks in advance.

NEWS RELEASE CONTENT: A FEW RULES

Begin the release with a tightly written lead or summary sentence, no more that 35 words in length, explaining the fundamentals: who, what, where, when, why. That sentence must tell the most important piece of the story.

Be concise. Edit out excess words, "buzz" words or "puff" terminology. Stick to the facts. Keep the release to one page. Few releases require two pages.

Use correct grammar and complete sentences. Proof for typos. Use the standard news release format. Use letterhead or plain white paper.

If you want your release to use opinion ("… the year’s biggest even") couch it within quotes from an important official or expert.

Keep the overall content of the news release unbiased and factual.

See example below:

September 18, 2000

NEWS RELEASE

FOR IMMEDIATE RELEASE

CONTACT:

Christy Donham, Oregon Department of Forestry, Prineville (541) 447-5658
Pete Martin, Bureau of Land Management, Prineville (541) 416-6857
Wayne Rowe, Oregon Department of Forestry, Sisters (541) 549-2731
Paul Halliday, Oregon Department of Forestry, The Dalles (541) 296-4626
Karla Ksenzulak, US Forest Service Deschutes NF, LaPine (541) 383-4765
Echo Murray, Walker Range Forest Patrol Association, Hwy 58 (541) 433-2451

HUNTER INFORMATION BOOTHS

Hunter Information Booths across Central Oregon will be open Thursday September 28^th, Friday September 29^th and one booth Saturday September 30^th. These booths are available to provide hunters with current fire and hunting information such as fire restrictions and road closures. Map sales, coffee, baked goods, and raffle items will also be available at some locations.

As we move into October, fire officials warn that although central Oregon has seen cooler temperatures at night with some frost, we have yet to receive any significant amount of moisture. It is still extremely dry and camp/warming fires are not allowed on private lands protected by the Oregon Department of Forestry. Whether on federal public lands or private owned lands, hunters and recreationists need to know what land they are on and the current fire restrictions.

Hunter Information Booths will be staffed by the Oregon Department of Forestry, Walker Range Fire Patrol Association, the US Forest Service, the Bureau of Land Management, Oregon Department of Fish and Wildlife, Oregon State Police, Oregon State Fire Marshal’s, and local Fire Departments.

Hunter booth locations include:

• Prineville 9/28/00 7:00 am – 7:00 pm 9/29/00 7:00 am – 7:00 pm

At the East Side of Prineville on Highway 26 at the Ochoco Plaza Shopping Center.

• Sisters 9/28/00 10:00 am – 8:00 pm 9/29/00 10:00 am – 8:00 pm

At the West End of town at the junction of Highways 126 and 20.

• The Dalles 9/28/00 1:00 pm – 6:00 pm 9/29/00 9:00 am – 6:00 pm

Memaloose Rest Area on I-84.

• 9/29/00 1:00 pm – 6:00 pm 9/30/00 9:00 am – 12:00 pm

Rock Creek Reservoir on Mt Hood National Forest Road 48.

• LaPine 9/28/00 8:00 am – 9:00 pm 9/29/00 8:00 am – 9:00 pm

At the north end of town in the Sentry market parking lot off Highway 97.

• Hwy 58 9/28/00 10:00 am – dark 9/29/00 10:00 am – dark

On Highway 58 near milepost 73.

# # #

PUBLIC SERVICE ANNOUNCEMENTS

Public Service Announcements for radio and television should be:

• Typed in all caps.
• Double-spaced.
• Only 10, 20 or 30 seconds.

See attached example:

STOP/DROP/ROLL (20 sec.)

ALL

 PEOPLE OF ALL AGES CAN BE STRUCK BY THE DISASTER OF A CLOTHING FIRE. IF YOUR CLOTHES CATCH FIRE – STOP, DROP, AND ROLL!!

WHEN ROLLING, COVER YOUR FACE WITH YOUR HANDS.

IT ONLY TAKES A COUPLE OF MINUTES TO LEARN AND PRACTICE THIS LIFESAVING SKILL.

THIS MESSAGE IS BROUGHT TO YOU BY THE CENTRAL OREGON FIRE PREVENTION CO-OP AND THIS STATION - PARTNERS IN FIRE PREVENTION.

IF YOU ARE INTERESTED IN OTHER RELATED MATERIALS to news releases and public service announcements, contact the Central Oregon Fire Prevention Coop Information Officer.

Download a copy of the Central Oregon FPC communication plan (doc, 39 K)