Marketing Toolkit

Content

• FOR IMMEDIATE RELEASE 

These words should appear in the upper left-hand corner of the release, immediately under your letterhead.

• Contact Information 

In the upper right-hand corner of the release, include the name, title, telephone and fax numbers, and email address of your agency spokesperson. You may want to include a personal phone number as well as work number, as reporters often work after normal business hours. 

• Headline

Create an attention-getting headline that conveys immediately what the release is about and why it is important. This may determine whether your release is read or not. 

• Dateline 

The dateline includes the city and state that your release is from and the date that you are sending it. For example: Houston, Ind., October 20, 2024.

• Lead 

The lead paragraph should tell your story in a capsule fashion. It should answer the questions who, what, when, where, why, and how in as few words as possible. An editor or reporter may read no further, so communicate your message right up front.

• Text 

The body of the news release should be used to expand upon the synopsis offered in the lead paragraph. Keep these basic guidelines in mind: 

• Organize the information from most important to least important. When space is limited, editors often cut from the bottom. 
• Write in a newspaper style. Use short sentences - 20 words or fewer. Keep vocabulary simple and avoid jargon. Make paragraphs short, focusing on a single thought. 
• Write in a facts-oriented, educational fashion. Do not try to “sell.” If you want to include opinions or interpretations, include them as quotes from an agency official (e.g., general manager or board member), being sure to give the speaker’s name and title.
  

To format your news release, follow these guidelines. 

• Use 8 ½” X 11" paper with at least one-inch margins. 
• The words, “FOR IMMEDIATE RELEASE” in all capitals, should be included in the upper left-hand corner, under your letterhead. 
• The headline should be in boldface type and in title case (first letters capitalized). 
• News releases should always be single sided, and generally no more than two pages long. 
• The lines in the body of the news release should be 1.5 spaces or double spaced. 
• If the news release is more than one page, include the word “more” centered at the bottom of the first page:    - more - 
• At the end of the final paragraph, place the following symbol to indicate the end of the news release: # # # 
  

Photographs and Enclosures

If appropriate to your topic, include photographs or video that enhance your story. For example, if you are reporting the arrival of new buses, include a video of the new bus. If you are reporting ridership growth, include a photo of a bus full of passengers (don’t forget to get a photo release for anyone pictured!). Media can be sent via email as digital files. Include photographer/videographer credit. 



At times it may be appropriate to include other visual information for readers or explanatory material for reporters. These might include a new Rider’s Guide, logo, or new schedule. These can be included digitally. If you are sending hardcopies, make sure they are suitable for scanning.

In order to get your news release into print or on the air, you must know who to distribute it to. This means creating a news media list which includes local newspapers, radio station, TV stations (if you have local TV news), community websites, and stakeholders who have their own newsletters. Your media addresses should include, whenever possible, the name of the person you want to read your release (as opposed to “editor”). To learn an editor or reporter’s name, review a copy of the publication or simply make a phone call. Keep an eye on the publications and/or call periodically to update names of your contacts as necessary. 

Most news releases these days are distributed by e-mail. Ask each media the best way to contact them and make sure you have the correct e-mail address or phone number. 

In order to be newsworthy, news releases need to be distributed in a timely manner. Be sure you get them out while the topic is still relevant. 

Here is a news release template:



FOR IMMEDIATE RELEASE                                                                                For More Information Contact: 

Alpha Transit                                                                                                               Name 

                                                                                                                                      Title   

                                                                                                                                      Phone  

                                                                                                                                      Email 

TITLE/HEADLINE – SOMETHING CATCHY & BENEFIT-ORIENTED 

Town, STATE, Date. 

Lead paragraph: 

The first paragraph of your news release should include the 

• who 
• what 
• where 
• when
• how
• and why of your news.

Who is affected, what is going to happen, where does the news occur (or impact most), when will this occur, how will it happen, and why does it matter. 

Body copy: 

• Keep the information factual and sentences short. 
• Write at least three paragraphs but try to keep press releases one page or under.   
• Opinions or subjective statements can be presented as quotes from someone at EDT or in the community. For example: Alpha Transit General Manager Riley Bailey said, “The new microtransit service will offer residents of more rural communities unprecedented access to public transit.” 

End the release by providing a phone number and URL that readers can use for additional information. 

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