Layout 1. 1-2 pages in length. 2. Double-space. 3. 1.5 to 2 inch
margins. 4. Use company stationary with logo and slogan. 5.
Avoid bright or dark-colored paper. 6. Center "News Release" at
top. 7. Place a "release date" under "News Release". 8. On
second page, type "page 2". 9. Use company stationary with logo
and slogan on page 2. 10. Leave out "release after" date on
second page, all else should be the same. 11. At end of press
release, type "-30-" or "# # #". 12. Include both black & white,
color, and a variety of font sizes (but no more than four).
Format 13. Inverted pyramid (biggest point or major message
first). 14. Straight to the point at the beginning. 15. First
and second paragraphs devoted to your main message. 16.
Secondary information comes AFTER main message. 17. No
pussyfooting around, be clear up front, at the very beginning.
18. Don't go on and on. 19. In the third section, establish a
connection with you. 20. Use a problem/solution format. 21.
Comparing and contrasting ideas can be inside the
problem/solution format. 22. Be careful of your facts, spelling
and grammar 23. Only one news release per e-mail or envelope.
Information to Include 24. Newsworthy information, not sales
copy 25. All the Who, What, When, Where, Why and How elements.
Their order depends on level of importance. 26. Enticing
headline which summarize the material/news. 27. Photos if
available, or where they can be accessed in press section of
your web site. No stock images. 28. No cover letter.
Distribution 29. Don't send press release out in a mass
e-mailing 30. Don't pester contacts 31. Editors will not
distribute anything sloppy, difficult to read, or understand.
32. Mail release by first class mail. 33. Don't use any type of
labels, including your return address. 34. Add "PRESS RELEASE"
and "Release Date:" on outside of envelope. 35. your general knowledge
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