The Press Release...News Release...or just plain "Release" is a written vehicle to get your message across to the media. Only use a "News Release" when you want to publicize something that is timely, newsworthy and factual! Here are some tips to help you get better results: * In the first two paragraphs, always answer the who, what, why, when, where and how of the story. * Structure the release like an inverted pyramid, with the most important information first, followed by the least important information. * Be brief. Use short words, short sentences and short paragraphs. Where possible, use action words. * Use quotes up front. Preferably within the second or third paragraph. * "Fluff" belongs in quotations only! Leave out of your main story. * The headline should sum up your story in just a few words. Try using words like, "New," "First Time," etc. If your product or service is new and different, that will help capture the editors attention. * Lastly, the release should be no longer than three double-spaced pages. # # # (c) Hilary JM Topper 2000