|
Many news stories are triggered by a timely, well-written press release. Submitting a press release can be a great way to create awareness—among the public and the health professional community you are trying to recruit and retain—about your clinic. For instance, you can promote upcoming events, announce the addition of new staff, publicize exisiting or new services, or advertise job vacancies.While small newspapers may run the release word-for-word or with minor changes, most media use it only as background information. Here are some helpful tips for writing your own press release.
+ Stick to the format
Releases should be typed on your organization’s letterhead. At the top of the page, include the name and phone number of a contact for more information. The release should begin with the name of your city and the date. If the release is longer than one page, type "more" at the bottom of each page, except the last one. Signify the end of the release by typing "###" or "30" centered after the last sentence.
+ Keep it short
A release should be no more than two pages, double-spaced; it should contain short sentences and paragraphs.
+ Give the most important details first
Begin with a headline that summarizes the release. The first paragraph should answer the five basic questions: who, what, where, when, and why.
+ Be careful with language
Avoid using slang or technical terms. If necessary, explain terms.
+ Check for accuracy
Be sure to verify all spelling, statistics, names, and titles.
+ Write factually
Opinions should be expressed in direct quotes only.When quoting an individual, get consent before publishing.
+ Distribute
Send your release via e-mail; or fax to local print, broadcast, and Internet reporters in your community. If your clinic has a public relations staff, they might have a list of local media outlets. If not, look in your area for these types of outlets: daily newspapers, weekly or bi-weekly suburban newspapers, small community newspapers, local bureaus of national wire services (e.g., AP or Reuters), cable TV news channels, and TV stations.
+ Contact
If you already know a reporter who has previously covered your clinic for a story, try contacting that person again. Otherwise, for print publications, try the news, business, or health editors. For TV, call the assignment desk or news editor at your local station.
+ Follow up
Follow up to encourage the reporters to write or air a story. Try to schedule an interview with an official of your organization. Collect samples of any resulting coverage to document your outreach efforts.
|
