1. The Big Six - who, what, when, where, why, and how - must be conveyed in the first paragraph, and preferably in the first sentence. For example, if you are holding an event that warrants a press release, tell who will be there, what it is, when it is, where it is, and why and how you are doing it. Always start with the most important things and progress to the least important things. Keep in mind that press releases are made to be cut, and editors may cut everything except the first paragraph.
   
   
2. Be concise. Press releases should be only one to two pages long and no more than 500 words. Editors and reporters are busy; other ministry leaders are busy, too, and no one has time for wordiness. The venerable "The Elements of Style" by Strunk and White is always helpful.
   
   
3. Write the press release as a news story; state only factual information. Do NOT use first person singular or plural (I, me, mine, my, we, our, ours) except in a quote. This is not the place for motivational or inspirational prose, unless it is in a direct quote. . Don’t try to "sell." Remember the old TV show, "Dragnet?" An attitude of, "Just the facts, ma’am," adds to your credibility.
   
   
4. NEVER address the readers directly, that is, do not use the words "you" or "your" or give directions like, "Pray for us." (The "you" is understood in this sentence.) Rather, say, ""XYZ Ministry asks prayer for the following:......", where XYZ is the ministry issuing the press release.
   
   
5. Use proper grammar, spelling, punctuation, and capitalization. Editors will toss a press release rather than correct it. And make sure the release is not only well written, but interesting.
   
   
6. Write a headline that summarizes the story and captivates the reader. Would you rather read "Five Billion Dollars Unaccounted For" or "Latest Accounting Report"?
   
   
7. The dateline contains, in capital letters, the city from which the press release was issued (not necessarily the same as the place mentioned within the release), the state, and the date of the press release itself. The date it is to be released is typically put somewhere near the top of the page. "For Immediate Release" makes things easier for the Editor.
   
   
8. Pay attention to proper format. There are standards for press releases. Click here for the format used at this web site. Editors retain the option to make any press release submitted conform to their format.
   
   
9. Make sure your contact information is current and lists the right person, their title, ministry name, phone number, email address and web site. It is the policy of Evangelical News to add a link back to the ministry web site for every release published here.
   
   
10. Save background information on the ministry and its history for a short paragraph at the end, unless it directly relates to the main story of the press release.
    
    
11. In an email press release, do not list all the contacts to whom you are sending copies. Use the B.C.C. feature which most email programs include.
    
    
12. Do not send press releases more than a week in advance of the release date.
    
    
13. Quotes from noteworthy people add interest and catch the reader’s eye. Do not put these in the first paragraph, however, unless you have managed to get a quote from the President of the United States.
    
    
14. For questions regarding standard abbreviations, which words are spelled out and which are not, commonly confused words (lay,lie), etc., use the Associated Press or United Press International Stylebooks. These can be found at any book store.
    
    
15. If in doubt, send an email to the editor at staff@evangelicalnews.org with your question.
    
    

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