Page 38 AUGUST 2018 | RETAILERS FORUM MAGAZINE
continued from last issue ...
A Primer on News Releases
To help you with your self-marketing,
this is a sample news release:
Contact: Henry J. DeVries (000) 000-0000
or Diane Gage (000) 000-0000
NEWS FROM SELF-MARKETING SECRETS
PUBLICITY WRITING TIPS
GIVEN AT SAN DIEGO WORKSHOP
San Diego - Basic guidelines for writing and
sending out news releases were suggested
today at a publicity-writing workshop by
Henry DeVries and Diane Gage, authors of
"A key to getting your news releases used by
the media is to follow journalistic style." DeVries
said. "News releases should be types,
double spaced on 8 1/2" x 11" paper. Each
paragraph should be indented 5 spaces and
consist of 35 to 45 words," he said.
"Including the name and telephone number of
whom the media can contact for more information
is a must," said Gage. "Also use the heading
'News From...' so the media will easily
know the source of the information."
The heading information should include the
day, month, and year it is being given to the
media. If the material should be held for release
until a certain time, clearly note this on the first
page. This is sometimes used for news releases
about speeches, like commencement addresses,
and major announcements.
SELF-MARKETING SECRET, ADD ONE
According to newspaper great Joseph Pulitzer,
the 3 most important elements of journalistic
writing are accuracy, accuracy, and accuracy.
Carefully check the spelling of first and last
names, addresses, figures, and grammar.
Have at least two people proofread all news releases
before you distribute them. Use the same
major references as the media, which are an Associated
Press Style Book, the telephone white
pages, and Webster's Collegiate Dictionary.
Write in what is called the inverted pyramid
style. The most important information should
be at the beginning and proceed in descending
order of importance. A good news release
should be written so that if space is tight, it can
be cut from the bottom up and still make sense.
Keep it short. Never use more than 2 pages unless
you have to, and rarely use more than 3
pages. If you have more to say, attach a narrative
fact sheet that journalists refer to as a
Making Your Name Known with Self-Marketing
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M A R K E T I N G
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