News releases answer six key questions in the first two paragraphs: Who? What? When? Where? Why? and How? Subsequent paragraphs should provide additional information in descending order of importance. Simply written and fact-filled releases are more likely to be published. To increase the chances that your release will be used:

·        Be sure that it is about a newsworthy event.

·        Keep paragraphs and sentences short, limiting them to a single idea.

·        Use quotes to enhance basic information. When attributing quotes, be sure to identify the person's name and title.

·        Include the name of the appropriate contact person at the top of the page along with a daytime telephone number and e-mail address.

·        Follow a standard press release format (see the example release at the end of this guide for the format of news releases, and visit the Sample News Releases page to download pre-formatted fill-in-the-blank press releases).

·        At least two weeks before your event, distribute news releases to editors, reporters and news directors on your media list who cover your particular type of story.

·        If you have a major story, follow up with each media outlet one week before the event. Offer to answer questions and outline photo opportunities. Be positive and enthusiastic in explaining why their audience would be interested in your story.

Call your local media outlets to suggest a feature story to a reporter or editor in a situation when a news release might not tell the story well. Interest the reporter in covering a story, such as the importance of volunteers in your community rather than covering a specific event or activity.