Considerations

Be sure to communicate the uniqueness of your story. What sets your event apart from others in your community? Give the media an angle to interest them in your news.

Is your story timely? Be certain there is some aspect of your news that makes it of interest now, whether it’s an event, a new initiative, or a change in your board of directors.

Is your story visual? Describe any local color, decorations, children, or animals that will be part of your program. This “flavor” will help your news or event appeal to photographers and television stations. For radio, highlight special speakers, authors reading, or background music.

Be aware of deadlines. Magazine deadlines can be as much as three months before the publication date, television three weeks, weekly publications two to four weeks and daily papers one to two weeks for feature stories or calendar listings.

Consider the news value of your story idea. Will a general audience care about the news you’re announcing? Will the media outlet see it as an appropriate story for their readers or viewers? Remember, you have to get through the reporter’s and editor’s “filters.”

Determine your audience. Are you trying to reach the local community? Or, a smaller segment, such as your neighborhood, or families with young children? Consider all of the publications in your community as targets for your news, not just the daily paper and television stations.

Consider translating your media materials in Spanish as well as English if your program will be presented in a bilingual format. In most cases, English materials are accepted by Spanish-language media outlets.

The following elements should always be included in a news release:

• Contact information—make sure you include a name, phone numbers (office and mobile, if possible), and an email address for the media to contact with questions. (This is different from the phone number provided within the body of the release to be published for the public.)
• Who—include the name of your library, executive directors, quoted sources, sponsors, speakers, etc.
• What—the name of the event, a description of the announcement, what your news is about
• When—day of the week, dates, and times (if applicable to your news)
• Where—include the physical address and directions
• Why—describe the need for the new program or fundraising campaign
• How—this may include the cost for the public to attend, and how to get tickets if it is an event
• Headline—the title of the release
• Date—the date you are sending the news release
• Boilerplate—a paragraph at the end of the news release that describes your organization and its mission, possibly ongoing initiatives, and includes the name, location, website, and phone number

SAMPLE RELEASE (pdf)

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