News writing is stark. Sentences and paragraphs should be short, and every- day words must be used. Triple-check names, spellings, numbers. News people hate to make mistakes. If the error comes from your careless news release, you ll never be trusted again.
Some routine stories take on interest and importance only if they include the names of local people.
Names make news, so write your releases accordingly. Plan to distribute news releases so all media can use the story on the same day. A release that is delivered in the afternoon, for example, can be used later that afternoon or evening by radio and television but will often be too late for evening newspapers. Therefore, the print media may not use the story. To avoid such problems, release a story at least a day early when possible.