Do not feel that you must be an accomplished writer to write publicity. It is up to the reporter or editor to revise your copy as is necessary for good newspaper style; your task is to organize your information so that it is easy to read and understand.

The press release that will most quickly and favorably catch an editor's eye includes the following.

Type neatly with double or triple spacing on one side of a single page of clean, letter-sized paper. I always print press releases on my letterhead.

Do not use all capital letters. It is often difficult to know how to "translate" all caps later into a standard form when you may need capitalization for proper nouns.

The lead paragraph clearly states the facts of the story. WHO are the important people involved with the event; WHAT is going on; WHEN it takes place, with specific reference to dates and times, including reservation dates if appropriate; WHERE the event will happen, with a specific address (and sometimes a reference point such as "one block south of US 50 and Sunrise Boulevard;"

WHY the story is being written at this time may be added to another section. For example, the guest speaker is in town to receive an achievement award. This will give you a bit of a "news hook" for readers and editors.

If you are advertising a workshop, include the cost in your press material.

If there is a reservation deadline, put it at the top of the story, not the bottom where it may be overlooked by a hurried editor.

In a news release that gladdens the heart of an editor, all the words will be spelled correctly, but especially the names. A small check in pencil above a name with an unusual spelling will tell the editor the spelling has been checked out and is correct.

News writers usually will not take news releases over the phone. The danger of misunderstanding the spelling of names or other information is just too great. The other reason, of course, is that except in unusual circumstances, reporters simply do not have time to take information that way.

Newspaper style used by many papers dictates that Mr., Mrs., or Ms. are not used with a name. The subject is Sally Jones (not Mrs. Fred Jones) in the first reference and Jones after that.

Do not assume that an editor knows what initials stand for. Spell out the name of your organization or association, at least in the first reference. Put your name and daytime phone number in the upper right-hand corner or run the release on your letterhead. The editor may wish to call you for further details.

Make sure all times and places are correctly and completely stated.

Call your newspaper to find out the amount of advance notice needed to get your information in print. If possible, learn the name of the calendar editor so you can make personal contact. Remember, they may not print everything you send, but everything they print is free!