Press Releases and Press Letters

How do I write a media advisory?
     A press advisory is designed to bring an event to the media's attention and entice journalists to attend. It should be written in a simple form, including all pertinent information - the what/topic, where, when, and who/speakers for the event - without getting bogged down in extraneous details.
     Keep it short! A media advisory should NEVER be more than one page. Include a catchy headline and lead sentence. Identify the newsworthiness of the event: Will you release new research findings? Take a position on pending legislation? Protest recent government action? Be clear about what journalists can expect to take place. Give one fact or nugget of information to make them want more, but... do not include all the facts of the story. Reporters are advised about an event or happening with the expectation that they will come and cover the story in person. A contact name and number for questions should be posted clearly at the top. Advisories are printed on the sponsoring group's letterhead.
     Special TV tip: broadcasters need to know if there will be good visual opportunities. For instance, if you are holding a press conference at a playground with 50 kids, write that at the bottom of the advisory. You should also indicate if you will have video, B-roll or a live feed available.

Where to send the media advisory
Beat reporters - they cover a specific issue or organization at daily and weekly papers, TV stations, radio stations, magazines, and wire services.
Assignment editors - they determine whether a television or radio station (radio stations sometimes call them "news directors") will call a story and also decide which journalist to send. Alter the assignment editor to next day or same day news.
Futures editors - They look at news events for the upcoming week and determine whether a television station is likely to cover them.
City/metro editor, bureau chief, or national editor - they determine whether a newspaper will likely cover an upcoming event and may decide who to send or pass the information on to the appropriate beat reporter.
Daybooks - these are calendars compiled by news wires such as AP, UPI, and Reuters. Newspapers and other services also sometimes have these. Check daily papers for daybooks as well.

How to send your advisory (or release)
     Faxing is still the best way to send your advisory or release to the newsroom. It is best to include the name and title of the reporter you are trying to reach. The title can be important, since reporters often change beats. The person who distributes the faxes will pass the information to the appropriate person if he/she has the correct title as a guide. E-mail is another option, though only if a reporter requests this.
     Try not to send more than two advisories to the same fax number. This is unnecessary and clogs the machine for other uses. If there are more than two reporters at an outlet or fax number whom you wish to reach, do them a favor and address only one piece of paper to all of them. Blast-faxing or mass faxing can make this difficult, but it only takes one call from an irate journalist to convince you to remove duplicates from your list. (See section on Media Lists for more information).
Blast-faxing
     You may have to hand-fax your advisory or release to reporters. However, you can avoid this by using a fax service such as Xpedite - this typically costs $1 per page, but the faxes go out immediately. There are also computer software programs, such as WinFax, that can handle modem faxing. This method is much slower than a fax service, but you won't have to stand at the fax machine.

Follow-up
A faxed advisory should always be followed up with a phone call.

Press Release back to top

When to use a press release
To let the media know about breaking news from a press briefing, the release of a report or other newsworthy event. A release can also be used to summarize a story or report contained in a scientific journal, or as background information. Releases should be written like the best of all possible "stories" coming out of your event. You want reporters to use the information it contains to write stories of their own.

How to write a release
     Include all the facts necessary for a reporter to file a story, understanding that most reporters will also be making some follow-up calls before finalizing any story.
     Write it in an inverted pyramid format: Conclusion first, then supporting facts, with the least interesting information at the end. The lead is used to grab a reporter's attention but should also concisely summarize your "news." Often a quote from a spokesperson is also included, although most newspapers rarely print quotes used in press releases. The last sentence or two should reiterate the mission statement of the organization announcing the news.
     Releases may end with ### at the end as a signal to reporters that they have the entire document. Releases that are more than one page in length should state -more- or -continued- on the bottom of the first page so that reporters look for the next page.
     At the top of the second page, use a one-word "slug" to indicate it is the second page of the release. For example, a release about logging issues in the Pacific Northwest might use the slug "logging/page 2." This is helpful should the two pages become separated at the fax machine.
     Releases are sent on the sponsoring organization's letterhead with a date of release and a contact person's name clearly listed at the top, along with a phone number where journalists can reach the contact.
     Releases can be embargoed until a specific date and time. This means that the information is restricted and that reporters can use it to prepare a story, but cannot publish it until the specified time. This is risky for organizations because journalists sometimes "break" embargoes. However, embargoing news allows the media to get a report or announcement early enough that they can evaluate it, use some of its information to write a story, and still file it in a timely fashion. Broken embargoes are not common.

Where to Send Your Release
Releases should be sent to:

Beat reporters who cover your issue, e.g. environment, education, etc.
Assignment editors at television or radio stations.
Radio and TV producers or bookers who schedule for shows that may cover your issue

In the case of a release that follows a press event, the release should be sent out to the same list of reporters who received the advisory. You may also want to add others if new angles develop. You should also include the release in press kits handed out at your media event or mailed to journalists who express interest.

Pitch Letters back to top

A pitch letter is necessary if you are planning to mail or fax information to journalists or editors encouraging them to write about your issue. A letter is different from a release, and should address the journalist directly. If you're not sure which reporter would most likely be interested in your story, call the newspaper's metro desk and ask. It's best to address your pitch letter to a specific reporter. Remember that this letter may be replacing your phone pitch, so it is important to illustrate the newsworthiness of your issue and why you think a media outlet's readers or viewers will be interested.

Press Releases vs. Press Letters
Many organizations only communicate with the media using the press release format. Press releases are the best format when an organization is releasing news. However, everything an organization does or advocates for isn't necessarily breaking news. For non-breaking news communication with the media, consider sending a letter. This can introduce information for a "feature" story. Letters also serve to credential the organization and to pave the way for inclusion in future articles on issues that the organization works on. The lists below should help you decide which is the better vehicle:

Press Releases

Releases breaking news
In specified format-the inverted pyramid (starts with the conclusion, then supports the conclusion.) Begins with an attention-grabbing lead. Tells the media who, what, when, where, why, and how, and often includes quotes from appropriate spokespeople.
Contains timely information.
Solicits immediate coverage.
Included in the release are enough facts for an immediate story to be written with little or no legwork.
Releases tend to be fodder for the circular file in the newsroom. In order to avoid this happening to yours, follow up written communications with a phone call to encourage coverage. Most importantly, an organization should have already established itself as a reliable source with a reporter at the outlet so when they see the organizational letterhead, they will take time to read it.
It is essential to include a contact name and phone number.
You shouldn't phone a reporter after sending a release. Reporters find this annoying. The release contains all they need if they want to follow-up.

Press Letters

Introduces an organization, an idea, an opportunity for future coverage.
Written for an individual, personalized to their interests or an outlet's interests.
May be sent to 1 or 100 outlets with minor changes.
Establishes a relationship between the organization and the outlet.
Identifies good spokespeople on specific subjects.
Introduces something that is upcoming, giving media a heads-up.
Serves to "credential" an organization by identifying it as a good source of information on an issue.
May be in response to a story covered by a specific reporter that contained some inaccuracies, or left out a vitally important point.
Tends to focus less on generating immediate coverage and more on educating reporters.
Information in the letter presents an opportunity to cover a feature or trend story. Encourages reporter to invest time to discover the facts.
Reporters tend to file these in their "teaser" files. This can be a black hole for story ideas. Calls should be made and other information should be sent to keep reminding the reporter to move the information to the front of the file, and eventually onto the desk so it can be turned into a story. Do not, however, become a pest. Take your cue from the reporter. If she/he expresses interest, continue to follow up. If not, or if the reporter is clearly not interested, move on.

Press Release Samples back to top

Sample Press Release #1

EMBARGOED FOR RELEASE Tuesday, Sept. 28, 1999, 12:01 a.m.
CONTACTS: Name, phone

"MAYOR PETER CLAVELLE AND FOUR CITY COUNCIL MEMBERS WARNS OF GLOBAL WARMING RISK, URGE NATIONS TO STEP UP SOLUTIONS FIGHT"

Statement Cites Threat to Burlington, Highlights Economic Benefits of Early Action

     Mayor Clavelle joined more than 567 mayors and local elected officials across the United States today announcing their concern over the impact of global warming on their communities, and called on both Congress and the Administration to boost efforts to fight the problem. The bi-partisan group of officials are elected leaders from cities and towns of all sizes in nearly every state in the Union.
     Citing a sharp rise in extreme weather -- heat waves and intense storms that scientists have long predicted as a result of global warming -- the local officials say they face potentially crippling costs as the long-term warming trend continues. All ten of the warmest years on record have occurred since 1980, with 1998 the hottest ever. Scientists predict global average temperatures will rise by as much as 6 degrees Fahrenheit over the next century (during the last ice age, by contrast, the average was just five to nine degrees cooler than today).
     "Federal disaster funds cannot begin to cover the economic and human losses that have been caused by these weather disasters," say the officials in their statement. "Local communities bear the brunt of the human and economic damage, and are witnessing a decline in the quality of life we have worked so hard to achieve."
     Fortunately, the local leaders say current technology combined with smart management allows communities to drastically reduce emissions of greenhouse gases like carbon dioxide and methane that cause global warming. Measures that address global warming pollution, they say, can also "save money, create jobs and strengthen the local economy."
     Burlington is participating with more than 64 U.S. cities in a program called the Cities for Climate Protection Campaign, run by the International Council for Local Environmental Initiatives (ICLEI).
     Six prominent local officials initiated the statement and called on their peers from across the country to join them in signing the Mayor and Local Official Statement on Global Warming. They are Minneapolis Mayor Sharon Sayles Belton, Toledo Mayor Carleton Finkbeiner, Honolulu Mayor Jeremy Harris, Portland (OR) Mayor Vera Katz, New Orleans Mayor Marc Morial, and Miami-Dade County Clerk Harvey Ruvin.
     "Local leaders are realizing that global warming could represent a serious danger to their cities and counties. The good news is that local communities can reduce their contribution to the pollution that causes global warming," said Minneapolis Mayor Belton. "Policies that encourage energy efficiency, waste reduction and alternate transportation not only cut emissions, they save taxpayers money, cut traffic and improve air quality."
* * *
This project was organized with the help of the International Council for Local Environmental Initiatives (510/540-8843), and Ozone Action (202/265-6738).

Sample Press Release #2

FOR IMMEDIATE RELEASE
CONTACT: Name, number
Tuesday, August 24, 1999

NEW RESEARCH FINDS GENETICALLY ENGINEERED INGREDIENTS IN COMMON FOODS; LARGEST U.S. CONSUMERS GROUP CALLS FOR LABELING

Public Health Officials, Doctors Express Concern Over Long-Term Effects of Genetically Engineered Crops

     Tuesday, Aug. 24, 1999 - A survey of food items commonly found in your shopping cart, released Monday in Consumer Reports, found genetically engineered foods in products from powdered infant formulas to tortilla chips. These findings today prompted Consumers Union - the largest consumers organization in the U.S. - to recommend universal labeling of products containing genetically engineered (GE) foods.
     "The U.S. requires labeling orange juice 'from concentrate' and vegetables as 'frozen.' Ignoring 'genetically engineered' threatens to undermine public trust in a labeling system millions rely on every day," said Jean Halloran, director of the Consumer Policy Institute, a division of Consumers Union.
     The discovery of GE foods in so many products has sharpened concerns from scientists who worry about the long-term effects of GE crops. Some fear the process of genetic engineering may actually increase natural toxins or decrease nutrients in some foods, and that additives in GE foods could cause allergic reactions.
     The move by Consumers Union was applauded by some public health officials, doctors, scientists and environmentalists, who cite a growing list of concerns over GE foods.
     "No long-term studies of the impact of genetically modified foods on health, particularly the health and development of babies, the sick or elderly, have been done," said Dr. Martha Reed Herbert, pediatric neurologist at Massachusetts General Hospital. "The promoters of this uncontrolled and profit-motivated experiment on people and nature have no scientific grounds for claiming these substances are safe."
     The Consumer Reports survey found genetically engineered ingredients in several powdered infant formulas, including Enfamil ProSobee Soy Formula, Similac Isomil and Nestle Carnation Alsoy. A study released in June by Greenpeace also found GE ingredients in several baby and medical foods.
     Medical experts are calling for extensive testing of GE foods. "The US government has extensive tests for new drugs developed through biotechnology," said Dr. Paul Billings, a director of the Council for Responsible Genetics. "Biotech foods have the same properties, the same potential for adverse effects on health or the environment, but we don't test them. It's not responsible."
     Recent studies also reveal that GE ingredients may lessen the health benefits of certain foods. A study from the Center for Ethics and Toxics found that some GE soy had 12 to 14 percent lower levels of phytoestrogens, which are of proven value for cardiovascular health and are suspected cancer-fighters. "This is an essential component of a crop specifically recommended for its health benefits," said Marc Lappe, director of the center. "Consumers have a right to know if the nutritional value of their foods has been altered by genetic modification." Consumer Reports found GE soy in several soy burger products, including McDonald's McVeggie Burgers, Morningstar Farms Harvest Burgers and Boca Burger Chef.
     Consumer and environmental groups, including the Institute for Agriculture and Trade Policy, the Environmental Defense Fund and Friends of the Earth, called on the U.S. Food and Drug Administration to establish labels for genetically engineered foods in July. In a letter to President Clinton dated Aug. 18, the Sierra Club called for extensive testing, environmental assessment and labeling of genetically engineered products.
     The International Center for Technology Assessment has a lawsuit pending against the FDA, asking for mandatory labeling of GE ingredients and alleging the department ignored warnings about the potential hazards of GE foods. The group cited two federal laws that require labeling of food made with GE crops and internal FDA documents showing FDA departmental scientists are concerned about the safety of genetically engineered foods.
     The following experts are available for more information on the potential environmental or public health effects of genetically engineered foods:

Paul R. Billings M.D., Ph.D.
Chief Medical Officer and Deputy Director of the Heart of Texas Veteran's Integrated Service Network and Director, Council for Responsible Genetics
Phone

Marc Lappe, Ph.D.
Director, the Center for Ethics and Toxics
Former head of the State of California's Hazard Evaluation System
Phone

Martha Reed Herbert M.D., Ph.D.
Instructor in Neurology, Harvard Medical School
Pediatric Neurologist, Massachusetts General Hospital
Phone

Jean Halloran
Director of the Consumer Policy Institute, a division of Consumers Union
Phone
For a complete copy of Consumer Reports' article or copies of the reports referenced above, contact: Name, number

Sample Press Release #3

FOR IMMEDIATE RELEASE:
CONTACT: Name, phone
May 13, 1999

GORTON ADDS RIDER TO EMERGENCY KOSOVO BILL GRANTING SPECIAL EXEMPTION TO WASHINGTON MINE

Conservationists and Community Leaders Call on President to Veto

     Washington, D.C. (May 13, 1999) - An anti-environmental rider sponsored by Senator Slade Gorton (R-WA) has been attached to an unrelated emergency appropriations bill. The rider grants a special favor to a mining company planning to open a cyanide-process gold mine in Senator Gorton's home state.
     The rider postponed, until the end of the 1999 fiscal year, implementation of a precedent-setting decision by the Interior and Agriculture Departments to protect public lands from illegal dumping of mine waste, a practice that has been allowed for many years by the government despite the fact that it violates the 1872 Mining Law. This decision is widely regarded as one of the most important environmental decisions related to mining in the last century because it is one of the few provisions which protects the environment. The 1872 Mining Law has long been exploited by the industry to make windfall profits at the expense of taxpayers and the environment.
     "The taxpayers have been taken to the cleaners. This rider allows the mining industry to continue dumping massive piles of waste on our public land in clear violation of the law," said Steve D'Esposito, President of Mineral Policy Center. "The Clinton-Gore team should veto this bill. If Senator Gorton and the mining industry want to reform the mining law, they should do it through an open, public debate which examines the entire law, not just the part the industry doesn't like."
     The Emergency Appropriations Bill contains funding for victims of Hurricane Mitch as well as spending for military operations in Kosovo. Several riders, including Senator Gorton's, may prompt a Presidential veto. Still, the President would be under substantial pressure to sign bad legislation if hurricane relief and funding and Kosovo spending were at stake.
     "This is the same mining company that got $65 million from taxpayers to not mine next to Yellowstone National Park," said Dave Kleigman from the Okanogan Highlands Alliance in Washington State. "Now Senator Gorton wants to give away $500 million in publically owned gold at no cost, and another 500 acres of publically owned land for an illegal mine waste dump."
Under the 1872 Mining Law, the mining industry has extracted over $240 billion dollars of publicly-owned minerals without paying a penny to taxpayers while leaving taxpayers with a $32-to-$72 billion bill to clean up more than 500,000 abandoned mines. Twelve-thousand miles of rivers and streams and 180,000 acres of lakes are polluted by mining.

Sample Press Release #4

FOR IMMEDIATE RELEASE Wednesday, October 6, 1999
FOR MORE INFORMATION CONTACT: Name, phone

STUDENTS NATIONWIDE SET PACE FOR "WALK OUR CHILDREN TO SCHOOL" DAY

Parents, Local Officials Step Out to Make Neighborhoods Pedestrian Friendly

     Washington, DC - Hundreds of schools nationwide will participate in "Walk Our Children To School" events today as part of an on-going effort to encourage daily walking and make communities more pedestrian friendly -- especially for young walkers.
     Established by the Partnership for Walkable America (PWA), the day aims to curb rising inactivity rates among young people by diminishing the growing trend of parents driving children everywhere.
     "The goal is not to create another one-day event, but rather to get parents thinking about how often they shuttle their kids just a short distance and to encourage them to try walking this distance with their children to gauge the safety of their neighborhood sidewalks," says PWA representative Mark Fenton, editor-at-large of WALKING Magazine. "We hope parents will use this day to discover what needs to be done to make neighborhoods safe for kids to walk every day - and then take action to make this a reality."
     Few Americans and far fewer children engage in the most basic form of travel: walking. Currently, only 10% of elementary and high school students walk to school, a 23% decrease from 1990. According to a 1996 Surgeon's General report, about 14% of young people report no recent physical activity.
     PWA attributes the low number of children who walk to school to sprawling, poorly planned communities with busy streets and unsafe walkways.
     "Kids aren't walking to school because parents feel their communities aren't safe," says Harold Thompson of the National Safety Council, a founding PWA member. According to Thompson, well-lit sidewalks and clearly marked street crossings are part of providing a safe route to school.
     Roughly 5,700 pedestrians are killed by automobiles every year and nearly 30,000 are injured. Of these, almost one-third are under age 15. To help parents gauge the walkability of their towns, PWA created a Walkable America Checklist. As parents walk to school with their children, they can survey what made walking inviting or difficult. The checklist offers suggestions for what can be done immediately to improve walking conditions and how to encourage long-term change.
Last year, 170,000 walkers took to the sidewalks. This year, more than 1,000 schools will participate. Plans for the day include:

â¢ Silver Spring, Md. - Yesterday, National Highway Traffic Safety Administrator Ricardo Martinez joined students and parents to walk to Silver Spring Elementary School. McGruff the Crime Dog and Montgomery Country Police officers led the way.
â¢ Bronx, N. Y. - Elementary schools will create "walking school buses" whereby students, led by local officials, begin at one end of the route and walk toward the school "picking up" others along the way. "Passengers" will wear bright orange safety vests.
â¢ Los Angeles, Calif. - Over 300 events are planned citywide. City council members will walk with students, who will each receive a "Personal Walk Diary" to record how much they walk.
Log on to www.hsrc.unc.edu/publicaware/walk to learn about these and other events nationwide. PWA is an alliance of public and private organizations and individuals committed to promoting a more walkable America. For more information, go to http://www.nsc.org/walkable.htm.

Sample Pitch Letters back to top

Sample Pitch Letter #1

December 9, 1998
Ilyse Veron
NewsHour with Jim Lehrer
Fax: 703/998-1857

Dear Ilyse:

     In December 1997 veteran investigative reporters Jane Akre and Steve Wilson were fired by Fox Television-owned WTVT/Channel 13 in Tampa, Florida, when they refused to yield to pressure from Fox Television officials who demanded they alter an investigative report on Monsanto's genetically-engineered recombinant bovine growth hormone (rBGH) sold under the name Posilac(r).
     RBGH induces higher milk production in dairy cows. Though legal since approved by the U.S. Food and Drug Administration in 1993, rBGH has been linked to cancer and is banned throughout Europe and unapproved in several other countries because of human health concerns.
     If the report had aired, it would have reported that Florida dairies were secretly injecting rBGH into cows after promising not to sell milk from cows treated with rBGH. The report also revealed that Florida supermarkets reneged on promises not to sell milk from treated cows until the hormone gained widespread acceptance by consumers.
     WTVT originally reviewed the investigative reports and scheduled them to air in four parts beginning February 24, 1997, and had even launched an extensive radio ad campaign to draw attention to the series. But virtually on the eve of the broadcast, the station pulled the reports after Monsanto hired a renowned New York attorney to complain to a top official of Channel 13's parent company, Fox Television.
     Subsequent letters from Monsanto to Fox Television further delayed the airing. Finally, WTVT officials refused to kill the story for fear the viewing public would learn the station yielded to pressure from special interests. Instead, Wilson and Akre were ordered to broadcast a version which contained demonstrably false information and were threatened with dismissal within 48 hours if they refused to do so.
     After nine months of rewriting the story more than 70 times, Akre and Wilson were suspended but ordered to write two final versions of the report while suspended.
     On April 2, 1998, Akre and Wilson filed a lawsuit charging the station with violating Florida's whistleblower act by firing the journalists for refusing to broadcast false reports.
     The case speaks to larger issues: how many news organizations have been subjected to pressure not to tell the truth by those who stand to profit most from continued use of BGH? And beyond deciding not to tell the story at all, how frequently do news organizations insist their reporters slant the story in favor of the special interests that may threaten to sue or cancel advertising?
     I encourage you to visit Akre and Wilson's website, the "BGH Bulletin," at http://www.foxbghsuit.com/index2.htm. It includes a list of all of their sources.

With best regards,

(Your name here)

Sample Pitch Letter #2

Reporter Name
Title, Outlet

Dear Name:

On June 29, representatives from 120 nations will gather in Montreal to begin negotiations on a historic treaty aimed at restricting and phasing out worldwide production, use and stockpiles of the world's most dangerous chemicals. These manmade chemicals, known as Persistent Organic Pollutants (POPs), are highly toxic, with data linking them to instances of dysfunction of the immune and metabolic systems, neurological deficits, reproductive abnormalities and cancer.
On Wednesday, June 17, x of the country's leading experts on POPs, including representatives of the Clinton Administration and the International POPs Elimination Network, a working group of nonprofit public health and environmental organizations, will conduct a series of one-on-one media briefings on POPs. They will be available to discuss the science behind the concerns about POPs, the latest information on the effects of POPs in various parts of the world, and the upcoming treaty process. I am writing to invite you to meet with them at your office to discuss this important issue and the upcoming international negotiations.

The Briefers
[insert bio data on briefers]

Background on the Issue

     Persistent Organic Pollutants are primarily products and by-products of human enterprise from industrial processes, chemical manufacturing and resulting waste, and are of relatively recent origin, dating to the boom in industrial production after World War II. POPS have contaminated ecosystems and food supplies in most regions of the world because they have the ability to travel long distances from their sources due to wind, water and bioaccumulation in animals. Therefore, these highly toxic compounds are being reintroduced into countries -- like the U.S. -- where their use has already been curtailed.
     Governments have targeted 12 POPs -- the "dirty dozen" -- for early action under proposed terms of a global, legally binding treaty. The most problematic are DDT, PCBs, dioxins and furans. These 12 were chosen as the starting point for mandated action because all 12 are widely found in our environment and in our food, all are very well-studied, and all have the potential to cause significant health and ecosystem injury through environmental contamination of fish, meat and milk.
     I hope you will take this opportunity to hear about this issue from some of the nation's leading experts, as well as get the perspective of both the Clinton Administration and the NGO community before the start of this critical two-year treaty process.
     I will follow up with you shortly to see if a meeting will be possible. In the meantime, please call me with any questions you have. I can be reached at .
Sincerely,

>Back to Written Communication

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