The first few sentences must contain the who, what, where, when, why, and how of the story, and be presented in an active style which captures the reader’s attention. Every news release should try to answer all six questions in the first two paragraphs.
It is important to include basic information in the first or lead paragraph, which should be a short presentation (20–40 words) of the single most newsworthy part of the release. A news release is structured as an inverted pyramid. The most important part of the story is at the beginning and, therefore, forms the thickest part of the pyramid—the foundation upon which all else is built. Subsequent paragraphs should give further details in descending order of importance and should reinforce the relevance of the item to the reader.
Keep the concepts simple and sentences short. Write at a level that matches your intended publishing vehicle. Avoid overused words that no longer have much impact, such as “heritage.” Vary the sentence structure and use pronouns to humanize the copy.
The format should be consistent, with a simple typeface used on letterhead, if it is available.
Advise the editor (above the first paragraph, on the far left or right) of the preferred timing for use (e.g., “For Immediate Release”).
Make the name and phone number of the designated contact clearly visible.
Include an accompanying photo if you have the resources and if you can provide an image that is an active close-up.
How the release looks is important.
- Use 8 ½” x 11” plain bond paper.
- Leave one-inch to one-and-one-half-inch margins on either side.
- Indent all paragraphs four to eight units.
- Double-space all copy and type on one side of the paper only.
- Write “MORE” on the bottom of each page except the final one, where you should type “30” (the old Morse Code telegrapher’s sign-off) if you’re a traditionalist, or # # #, or simply “END.”
Following are sample press releases.
PRESS RELEASE #1
FOR IMMEDIATE RELEASE
Date
Contact:
Company/Organization
Phone #
(LOCAL ORGANIZATION) CELEBRATES ARCHIVES MONTH
CITY — (LOCAL ARCHIVES ORGANIZATION), along with hundreds of organizations in the archival community throughout Colorado and Wyoming, will celebrate Archives Month, (DATES) with special commemorative activities at the (SITE). Archives Month is sponsored by the Society of Rocky Mountain Archivists (SRMA), and funded by SRMA, the Douglas County Library District, Pikes Peak National Bank and individual contributions.
Among the activities will be (EXHIBIT, PERFORMANCE, TOURS, ETC.) on (TIMES, DAYS). The special events are designed to celebrate the importance of historical records and to familiarize the (NAME OF COMMUNITY/AUDIENCE) with the relevance of these materials to the cultural and historical life of the region.
In addition to the entertaining activities and educational programs, tours and exhibits of (NAME OF COMMUNITY)’s archives will be offered. Among those organizing the event are (LOCAL GOVERNMENT, HISTORICAL SOCIETY, ETC.).
(QUOTE FROM SENIOR LOCAL OFFICIAL—MAYOR, SUPERVISOR, ETC.—ABOUT THE IMPORTANCE OF ARCHIVES TO THE COMMUNITY).
For a list of other Archives Month activities, see http://ahc.uwyo.edu/srma/default.htm
For further information, contact (NAME, PHONE NUMBER OF LOCAL CONTACT).
30
PRESS RELEASE #2
FOR MORE INFORMATION, CONTACT:
Lone Arranger, Archivist - Our Town Public Library
123-456-7891
FOR IMMEDIATE RELEASE
History is a puzzle …
Local library exhibits pieces of our past
Our Town, WY (September 2004) — Our Town Public Library announced today an upcoming special exhibit of photographs and documents significant to the heritage of Our Town. The exhibit is part of a month-long celebration being held throughout Colorado and Wyoming that will emphasize the importance of historical records. The documents will be displayed in the central hall of the library from October 1 through October 7.
These records tell the visual story of our region, and have been donated by families in our community. Over 50 photographs, diaries and other documents will be displayed. “These documents illustrate the determination and goodwill of those individuals and organizations who contributed to the greatness of Our Town,” says Mayor Wilder.
Admission to the exhibit is free and is open from 9 a.m.-5 p.m., Monday - Saturday, through October 7. Staff and volunteers will be available by appointment, to conduct tours of the exhibit.
The exhibit is part of the Society of Rocky Mountain Archivists (SRMA) Archives Month. Archives and other historic records repositories throughout Wyoming and Colorado are presenting programs to show off the wealth of historical treasures available in our states. Archives Month is presented with the generous assistance of Pikes Peak National Bank, the Douglas County Library District, SRMA, and individual contributors.
Visit http://ahc.uwyo.edu/srma/default.htm for more information about Archives Month, and a listing of other Archives Month activities. For more information about the Our Town Public Library exhibit, contact Lone Arranger, Our Town Archivist, at 123-456-7891.
END
Denver Public Library
Archives Month – Press Release 2004
The Denver Public Library’s Western History/Genealogy Department invites all to view “Archives, Our Collective Memory, Saving Our Past for the Future,” a month long display and attend the open house. Across the nation, organizations and institutions will hold events focusing upon archives. From August 31 to September 20, 2004, Denver Public Library will feature displays on Manuscript and Photograph Collections. During an open house, Saturday, September 18, 2004, guided tours of the department will be conducted. During the tours, we will have stations set up to show the initial inventory of recently donated material, levels of processing, how we preserve and protect documents and photos, the photo digitization lab, and how customers can access information on our collections through catalog records or Western History/Genealogy web pages. We will also have examples of the finding aids and will discuss the process of donating material to the Library.
The Manuscript Collection of the Denver Public Library comprises material on the American West, particularly Colorado and the Rocky Mountain Region; on the twentieth-century environmental conservation movement in the United States; and on the U.S. Army’s 10th Mountain Division of World War II. The Western History/Genealogy Photograph Department documents the history of Colorado and the American West.
The repository contains historical documents, personal papers, correspondence, diaries and journals, scrapbooks, architectural records, club and association papers, natural resource management documents, and business records. More than 3700 collections range in history and size from an 1835 diary documenting an expedition to the Rockies (Lemuel Ford) to 396 boxes of organizational records donated by The Wilderness Society. The Western History/Genealogy Photograph Department contains 600,000 photographs that chronicle the people, events and places that shaped the settlement and growth of the Western frontier. Over 100,000 of these photographs are available online at http://photoswest.org featuring images of North American Indians, pioneer life, mining, Buffalo Bill’s Wild West Show, Denver and other Colorado towns, railroads, and more.
Archivists in the Western History/Genealogy Department process papers to enhance accessibility to the public and to preserve documents for the future. National and international researchers, scholars, students, genealogists, other library customers and members of business and research institutions use the manuscript collections. The staff accesses the manuscript collections to answer reference questions received through telephone calls, email, letters or onsite visits. Also, the staff conducts tours for all levels of students (elementary – college), teachers, organizations and special interest groups, as well as tours on specific subjects such as the 10th Mt. Division, historic preservation, house histories, the Conservation Collection, and regional architecture and landscape design.
Denver Public Library employs a manuscript team of nine, including four archivists certified by the Association of Certified Archivists. The photo staff comprises a curator, three technicians, and a cataloger in a group of eight employees. These professionals, along with reference librarians and subject specialists will be available to answer questions and offer suggestions on the use, preservation, or donation of personal, professional, or organizational papers and photographs.
Students, teachers, and researchers will learn the value of primary sources and their surprising ease of use. A teacher will see how Denver’s prominent personalities can come alive for their classes by using their own words. A local historian will see how people, places, and events were viewed by contemporary sources. Genealogists will be surprised at the depth of information available at Denver Public Library.
The goal of Denver Public Library’s Western History/Genealogy’s open house is to heighten public awareness of the existence of the manuscript and photograph collections and to demonstrate some potential uses of these materials. Feedback and questions from the public will be welcomed.
Reservations are not required for the open house day, September 18, 2004. If a group requests a special tour on a date between Aug. 31 – Sept. 20th, they should contact Ellen Zazzarino ezazzar@denver.lib.co.us, 720-865-1905, or Jim Kroll jkroll@denver.lib.co.us, 720-865-1820.
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