A press release can be used to announce an upcoming event, such as a rally or public forum, or to inform the press about news you want them to cover. Your press release needs to identify the news 'hook' that will get reporters interested and give them the information they need for easy follow-up. This tipsheet can help you get better coverage.

What is your news hook?
Your press release is competing for the attention of reporters and editors, so you need to show them a good reason to pay attention to your story. What makes your story 'news', and not just another routine event or statement? Reporters call this factor the news 'hook', which can anything from announcement of a first-ever event to release of a research report. The SPIN Project, an online media technical assistance resource for nonprofits, has a list of news hooks that help show why your story should be covered.

News hooks include controversy and debate, calendar events like anniversaries and special events, interesting people, such as celebrities, unusual alliances and emerging leaders and information on trends, new research results or a local angle on a state or national story.

Write Your Own Headline
Once you have identified your news hook, use it to write a headline for your press release that you would like to see the press use. It should reflect the major theme of your news.

Announcing an Upcoming Event
Once you have the interest of a reporter or editor, you need to be sure to give them enough details to follow up or to write a short story based on your release. Include a SHORT explanation of the event and the issue. Logistical information, such as date, time and location of your event, needs to be prominently placed. Provide directions if your location isn't easy to find. Your release should also indicate where to get more background information and your contact person to call with questions. (If a reporter does background research by checking your website or reading materials you cite in your release, his or her questions will be better informed, and the story more complete.) Make sure your contact person is ready to brief reporters on background, and understands what information to withhold until your event. For further information see NPAction.org's tipsheet on planning a press conference and media event.

A Press Release Without an Event
Sometimes the news is not centered around a specific event. But release of a report, statement in response to an event or reaction to the statements of others is still news. Your press release needs to give reporters and editors enough information to write a short story based on the release, and get them interested enough to call you for more details or a follow up interview. Include a SHORT explanation of the issue and your news. There should also be quotes from leaders and spokespeople in your organization that can be lifted directly into a story. List resources that can give them more background. Finally, be sure to list your contact person, with all the information needed to reach him or her. For more information see the SPIN Project's tutorial on photo ops and media events.

Make Your Release Easy to Read Quickly
You want your news to reach out an grab a reporter's attention. Make your news hook and theme clear in a prominently displayed headline. Use bold type, spacing, text boxes or bullet points to emphasize crucial information. Don't use up all the space with small font type in an effort to cram in too much detail. Instead, use the release to encourage the press to contact you for more information. Remember, not all information is equally important.