Writing and Sending
Your News Release
THE BASICS

Part 1: Editorial
Write your release in a
crisp, clear style
  Your writing should begin with the fundamental
basics of good journalism: who, what, when, where,
why or how.
  Try to lead the first paragraph with a strong quote
from one of the persons involved with the story.
  Write short sentences. Figure that your release
should be five or six brief paragraphs.
  Take note of any recent news or news story that
involves your expertise and enterprise. By using a
news peg – as editors call it – you connect your
release to the mix of stories being read concerning
that recent news or event.
  While you write, refer to the Associated Press
Stylebook and to “The Elements of Style.”

  Always use a dateline -- the city and state of the
release -- and have at the bottom of the release the
same city and state. (An address is not needed.)
  Identify each person with full name and title.
Lower case titles – unless clearly a proper noun.
(Note that upon second reference, in news stories, it
is often “the president” or “the pope”; not capital
Ps.) And upon reference, simply write the last name
of the person without an honorific (Mr., Mrs., Miss).
  Remember that the release should not be about
you first; it should be “news-you-can-use” of practical
and immediate value and information to the editor or
producer – for the reader or the viewer. It should be
something where the average reader can learn a new
fact. Explain what you do simply; assume that the
reader does not know your industry very well.
  Review your previous news releases and others’
releases in the system.

 Part 2: Technical
Send your release via
NewsReleaseWire.com
[ExpertClick.com]
  Limit your headline to between 50 and 62 characters, including spaces. This allows your keywords to
be part of the search display.
  Always enter at least 300 words of text in the news
release.
  When entering the copy onto the release form,
make sure you have converted your text to plain text
– to ensure you do not enter corrupted code.
  Always include a graphic (square is best). You can

also link to a video. In fact, you can also link to your
book title. (However, this graphic step in the process
is not required.)
  Be sure to include the appropriate links to the
story; your contact info is autopopulated by the News
Release Wire system.
  If you wish, enter your news release text at Google
Keyword Tool to find out what Google thinks about
your text.
https://adwords.google.com/select/KeywordToolExternal

  Link to several of your subpages within your website.
  Provide an opt-in box for readers to receive a regular e-mail from you.

Part 3: Include Links, Other Media
Examples of features
that make your news
releases go further

  Release that displays YouTube videos of a Mitchell
Davis speech (“Speak, Train, Coach or Consult”)
www.NewsReleaseWire.com/30926
  Release with an Adobe PDF from the web
www.NewsReleaseWire.com/31165

Check the following releases to learn about using   Release framing a web site where the news is
HTML, e-mail opt-in, video, PDF hosting, framing of
www.NewsReleaseWire.com/31618
outside content, membership icons to make your
releases work harder for you:
  Portable benefits for News Release Wire members
www.NewsReleaseWire.com/31814
  Ed Poll's news release with his HTML e-newsletter
www.NewsReleaseWire.com/31911
  Deborah King’s news release with opt-in for her
e-mail newsletter
www.NewsReleaseWire.com/31912

Mitchell P. Davis, Editor & Publisher
Mitchell@YearbookofExperts.com
202-333-5000
NewsReleaseWire.com
ExpertClick.com
Yearbook of Experts

Broadcast Interview Source, Inc.
2233 Wisconsin Ave., NW #301
May 12, 2010
Washington, D.C. 20007
Main phone: (202) 333-5000
Direct phone: (202) 333-4904