- It must be news. The story must be topical: you have to find a peg to hang the story on. It is not news that you make dog baskets – but it would be if the Palace bought one.
- Head it up ‘Press Release’. Find out the name of the journalist responsible for the section you want it to appear in, and address the press release to that individual.
- Put a headline to identify the story. Do not waste too much time on dreaming up a winning pun as the sub-editor will always re-write it.
- Write for the publication’s readership. Use jargon for the technical press but simplify it for your local paper.
- Put the meat of the story in the first sentence to attract the reader (and sub-editor), then develop the story in succeeding paragraphs. Most stories can be told in three to four paragraphs.
- Type in double spacing to make it easy to edit.
- Use quotes from an identified source to add interest.
- Add your contact details, including your out-of-hours contact telephone number.
- Include a photo if possible. Put a caption on the back to identify the people portrayed.
