Releases: impressing the press: here are seven steps to writing and distributing effective press releases.

• Author: Rose, Gene
• Position: Tools Of The Trade

Look at today's newspaper. How many stories do you think were the result of a press release? Probably lots. Many reporters use press releases as a starting point in writing the stories that appear in your local newspapers, magazines, radio and television news shows. A press release can be one of the most cost effective ways to send a message to a large number of people.

WHEN TO WRITE A PRESS RELEASE

For a legislator, the primary purpose of a press release is to raise public awareness and influence decision making through the media. As a lawmaker, the nature of your position allows you, to an extent, to create news. Take advantage of this by developing a publicity plan. Don't miss an opportunity to announce a newsworthy event of action. Those notices will become part of your public record.

Examples include announcements of town meetings, recognition of achievements or resolutions, announcements of local projects, commemorative events, viewpoints on national holidays of your participation in NCSL's back-to-school event.

If you know that the governor is considering signing or vetoing legislation, you can issue a release with your reaction to the new law--or its failure. Be creative, but always thoughtful, about what the public would want of need to know. And remember, the media will soon tire of releases that are not considered "news," so give them only material that you honestly believe will be useful.

The luxury of planning a news release, however, is not always an option. Often a good reason to write a news release is as an immediate response to an event that occurred that morning or afternoon. Unplanned events that are newsworthy could be anything from a natural disaster in your district to the unexpected introduction or passage of legislation you strongly support of oppose.

HOW TO DO IT

A release is most effective when it results in a story printed of broadcast to the public. The competition for media attention is intense. Major electronic distributors of releases, US Newswire and PR Newswire, transmit hundreds of releases a day. Many releases, though, are never used by the media because reporters see little news value to the general public. Fortunately, your chances of a media outlet using or publishing your release can increase dramatically by following a simple set of guidelines on format, content and distribution.

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Use a standardized format.

Develop a standard format for every release that conforms to the Associated Press (AP)...