Is the News Release Written in Journalistic Style?
- Does the opening paragraph, or lead, of the release focus on the who, what, when, where and why of the story?
- Is there a short headline summarizing the contents of the release?
- Does the text begin one-third of the way down the page and use “more” or “#” or “end” on the appropriate pages?
- Does the text conform to Associated Press style, especially in the handling of addresses, employee titles, dates and time elements?
- Are creative visuals, such as graphs or charts, or photographs, included with the story? Visuals catch the eye of readers, drawing them into the story, and help illustrate a point.
When evaluating a news release, ask yourself the following questions:
Does the News Release Have News Value?
- What is the central point of the release?
- Is it newsworthy?
- Does it involve an issue likely to interest or affect many members of your community-or only a few, such as the members of the organization distributing the news release?
- Does it involve a genuine rather than a contrived event, such as a proclamation, groundbreaking or ribbon cutting?
Does the News Release Need Rewriting?
- Does the lead emphasize the news, or is it buried in a later paragraph?
- Does the lead begin by stating the obvious?
- Does the lead begin with an unnecessary name?
- Does the lead need to be localized?
- Is the story clear and concise?
- Does the story contain only information necessary to fully develop the central point of the news release?
- Does the story contain all the information necessary to develop the central point? 8. Does the story contain any cliches, jargon or generalities? Even if they appear in direct quotations, eliminate them.
- Whom does the news release benefit, the public or its source?
- Is the story objective?
- Does it contain any puffery: words such as “best,” “exciting,” “famous,” “interesting,” “important,” “successful” or “thrilling”?
- Does it promote a private company or commercial product?
- Does it make any unsubstantiated claims about a product or service being the “cheapest,” “biggest” or “best”?
- Does it urge the public to act?
Does the news release present every side of a controversial issue? If it does, are its presentations adequate-that is, fair and thorough?
