INSTRUCTOR NOTES: ■ Use single spacing. ■ Keep the news release to 200 words or less. ■ Use the inverted pyramid approach, in which the most important information is first, followed by less important details. ■ The top line should give the name of the organization and perhaps its logo. ■ The second line should give the date ■ The third line should be the headline in boldface with a slightly larger font than the text. This often serves as the subject line in an e-mail, so it should give the key message in 20 words or less. It’s also important to include a key word or phrase for search engine optimization (SEO). ■ Provide the city of origination at the start of the lead paragraph (e.g., Chicago). ■ Write a succinct lead of only two or three sentences that gives the essence of the news release. ■ Use a pull quote as part of the news release. This is a quote highlighted in a box that gives a major point about the release. ■ Provide links in the news release so that readers can easily click on sites that provide related information. ■ The last paragraph should provide basic information about the organization.
INSTRUCTOR NOTE:“Junket” is often seen as a disparaging term