If you are drawing attention to the need for funds for the local humane society to neuter more animals, report a startling statistic such as the number of pets that were put down because no one would adopt. Supply details such as the names and titles of the people who lead your organization. Because news articles are filled with quotations, your media release should directly quote your members or the clients you serve. Clearly indicate the names of group members who can be phoned, faxed, or e-mailed for further information. Organizing an Effective News Release Begin with a brief summary of what you most want to tell the public Tell the most important news first.
Assignment editors are busy people.
If you save the most important information for later, the editor may not read enough before deciding not to send a reporter. Sometimes you might announce the whole event in one sentence. An assignment editor will make a quick decision about whether to send a reporter to your event. A print-dense document will make readers feel tired the moment they see it. Double-space all text, and use text enhancements such as boxes and lines to create an appearance that suggests it will be a pleasure to read this communication.