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Contact: Martin Winston (440) 338-8400
Month, 2009
F O R - I M M E D I A T E - R E L E A S E
Newstips announces new model news release; 1- to 2-line headline
gives editor a capsule; the decision to continue or discard.
Newstips, Inc. (Novelty, OH) announces a model news release in which the lead line hooks the editor's interest in the story's news value. The next sentence elucidates the theme, and offers a capsule of supporting information. There may be another sentence or so in the middle of the first paragraph, if exposition or positioning require it; in no case should one sentence occupy more than three lines of type, top to bottom. Try to avoid using the trademark name of the product until the "price line" at the end of the first paragraph; before then, describe the product generically, or by its function. Then say the Trademark(TM) Product Name is available for $whatever (all prices suggested US resale at participating dealers; dealer inquiries are invited).
The second paragraph continues the job of the first by fleshing out the most significant attributes of the subject of the announcement. For example, we could note that for a more newsy-sounding lead sentence, always use the active voice and choose a present (or occasionally future, but never past) tense verb. The choice of voice is important.
The third paragraph and most of the middle of the release continue to cover your subject, with more important things always coming before less important things. We could say put more important things first (active voice), or we may say more important things should be placed first by the writer (passive voice). You act in the active voice; you are acted upon in the passive.
"If appropriate," says Newstips Editor Martin Winston, "you can include quotes in this section of a release to help express the tone or opinions or attitude of a company about whatever it is you're announcing.
"Continuing with less important items, we note that there is a date at the top of the first page. Many important opinion gatekeepers (editors, analysts and others) discipline themselves to purge their files monthly, and throw away releases more than a few months old; they immediately discard any release that arrives with no date. By using a monthly date at the top of the page - usually the month after the month of the mailing - the release stays "young" longer.
The contact line can help a release become a more immediate story, or a bigger one. If the press release triggers a journalist's interest in getting yet more information, or arranging an interview or a hands-on product review, a simple news release can outperform form itself.
Most news releases reach news media, but few result in coverage in the news sections of these media; most become new-products items, or background material for future feature or round-up articles. "That's why a tight headline and quick delivery within the first paragraph's lead sentences can be so important," Winston says.
The end of a release for a technical product (and some others) may include a paragraph on relevant product specifications. A company capsule may follow, then a contact paragraph (this for the ultimate reader of the release; the contact line at the top is for the editor). Some demarcation - we prefer a centered set of three number signs - should indicate the end of the "story" section of the release. Several things may appear below this, including trademarks, service marks, registered trademarks, legal disclaimers and additional contact information for the editor.
Minimum system requirements for a human writer include paper or electronic display, a method of recording, at least limited literacy and consciousness.
The penultimate paragraph may include a stock "blurb" about the company. Newstips is a publicity and marketing communications consulting firm, founded in 1993, specializing in a national an often international clientele in technology and other consumer and business products.
For more information contact Newstips, Inc., Novelty, OH 44072; (440) 338-8400
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Trademark(TM) is a trademark and Marca Registrada(R) is a registered trademark of whatever company owns the mark.
EDITORS ONLY:
Contact Martin Winston, Newstips, Inc. (440) 338-8400. m a r t y @ n e w s t i p s . c o m
Reviewers: Please submit letter or e-mail request.
© Copyright 2005, Newstips, Inc.: All rights reserved.
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