Guide to Writing Press Releases

This guide was written by Donna W. Hill. She is a very active and successful writer. PR is one of her loves and she graciously agreed to share what she has learned to be a winning combination of awareness and procedure to get blindness related press in all the right places. Below is a series of short articles, what to know and do, followed by examples of what a successful press release looks like. Finally, she provides us with a downloadable template of a press release.

Robert Leslie Newman
President, Writers’ division

Intro: How You Can Make a Difference

How often have you heard or said that the biggest obstacle blind people face is public perception? In our efforts to change what it means to be blind, the press is one of the most underused tools at our disposal. If you can write a few paragraphs and send an e-mail, you can help change that.

Blind Americans are crashing through barriers and challenging stereotypes at an ever-increasing rate. Our stories can get out there, if we make an effort to share them with our local press. You don't have to be a professional writer, have a background in public relations or communications or any special talent to get the word out.

Press releases, letters to the editor and announcements can get free publicity for the NFB and help the general public realize that we're much more than they may currently believe. If you're willing to be persistent and patient, you already have most of the tools you'll need. Acquiring a smidgeon of knowledge about the process is all that's left.

The NFB's Writers' Division has compiled the following information to help affiliates, divisions, groups and chapters learn how to develop a successful media campaign. In this guide, you'll find examples of successful, volunteer-written press releases, tips and a downloadable press release template to help you get started.

Getting Started

Getting press coverage starts with recognizing that we all have many stories, learning to notice them and creating the proper angle for your local news source. For instance, your local paper probably won't want to do a story about the NFB Scholarship program awarding 30 scholarships annually. However, if someone in your area wins one, that local angle might get their attention.

There are many regular NFB programs which provide perfect opportunities for publicity. In addition to scholarship winners, keep a look out for local Braille Readers are Leaders participants, Youth Slam attendees and people involved in other NFB happenings.

Also, when significant legislation is introduced, passed or even tabled, officers in NFB affiliates, divisions, groups and chapters can use the occasion to send a press release to comment on the importance of the legislation. Often, the NFB's Chris Danielsen will send out a press release, which gets circulated through the NFB lists. These releases contain valuable information which you can use in drafting your own release. Remember, however, that the NFB releases are distributed nationally. You still need to put your best local spin on it up front to get local press attention.

8 Tips on Journalists

1.
They're busy. Generally, that means that they're too busy to read something like, "I'm writing to let you know that the National Federation of the Blind is going to …"

2.
They think in headlines like "Blind Anywhere High Grad Receives National Scholarship."

3.
They are working in a troubled industry in which space is limited. The more concise you can make your pitch, the more likely they'll think they have room for it.

4.
They're constantly hearing that something is unique, amazing, the best, fantastic and a host of other descriptive words, all of which have come to mean nothing whatsoever to them. Don't waste your time or theirs with such words; tell the story clearly and without embellishment.
5.
They're writers; spelling, grammar and punctuation matter to them and impact their impression of the story itself. You don't have to be perfect, but double-check spellings of names, locations and products; reread your work several times for clarity and don't assume Spell Check will pick up every error. Check words that sound like other words (e.g. presence and presents).

6.
They're individuals and want to be treated as such, so even if you're sending out the same press release to several people, send them individually, not as group e-mails.

7.
Many papers have cut back on photographers. If you have high-quality Jpeg photos, let them know that. Some papers, like the New York Times, don't accept unsolicited e-mail attachments, but many local papers do.

8.
Did we say they're busy? When you call to follow up on a press release, don't bother asking them if they got it. After all, that's not what you really want to know. Cut to the chase; ask if they're doing something on that local Braille camp or that blind high school kid who got a national scholarship.

7 Tips on Developing a Contact list

1.
Chances are you already know the names of the local newspapers. You can call to ask for the e-mail address for submitting press releases, story ideas, community events or letters to the editor.

2.
Address an e-mail to each address with the name of the newspaper and submission type in the subject line (e.g. "New York Times, Letters") and save it to your Draft folder.

3.
Make a special Press Contacts folder and move these to it. Then, when something comes up, you can paste in your letter or press release, re write the subject line and send. The original will still be there for another day.

4.
Instead of calling, you can check the Contac page of a newspaper's website. Since websites differ, you may have to peruse the links list of your screen reader to find the correct link; it may be under "newspaper staff" or just "staff" or even "feedback."

5.
Ask members the names of their local papers. Sometimes, if you know the town name a Google search (e.g. Philadelphia, PA newspapers) can yield quicker results than using online directories, most of which are not for the faint of heart when it comes to accessibility.

6.
Some papers have online submission forms instead of e-mail contacts. Accessibility varies, but often they can be used by employing a combination of tabs in forms mode and up and down arrows out of forms mode. If the paper has online contact forms only, be sure to Bookmark or add to Favorites while you're there.

7.
Create a special folder such as "Press" under Favorites in Internet Explorer, to make online contact forms easier to find next time.

7 Tips for PR Beyond the Press Release

1.
Most papers have free community calendars. Use these for local events in addition to submitting press releases.

2.
Write letters to the editors of your local papers.

3.
Most large newspapers have special e-mail addresses for letters to the editor. Smaller papers, however, may have only one e-mail address for everything. Use "LTE" at the beginning of your subject line to make their job easier.

4.
Check each paper for their submission guidelines for letters. Often there is a standard word count, which ranges between 250 and 500 words. In MS Office Word, the Word Count dialog is under Tools. If you don't catch what your screen reader says the first time, root the screen reader's cursor to the PC cursor and use up and down arrows.

5. Some papers only consider letters that relate specifically to an article they've published; in those cases, you may have to be more creative to come up with a connection.

6.
If you write a letter to the editor about an NFB issue, share it with your group so others will have a starting point for writing their own letters.

7.
If you're not an officer in the NFB, but you'd like to help with press releases, contact your local or state officers and volunteer. They're probably swamped and would welcome the help.

Press Release Examples:

#1

FOR IMMEDIATE RELEASE

CONTACT:

Day Camp for Blind Philly Children at NE Phila School

Philadelphia, PA(July 13, 2009):

St. Lucy's Day School for Children with Visual Impairments

“Every day,” says NFB of PA president Jim Antonacci (61, Willow Grove), a retired science and math teacher and rehabilitation counselor from Pennsylvania’s Bureau of Blindness and Visual Services, “the children will be seeing competent blind people performing the same tasks as their sighted peers by using both time-honored and modern adaptations.”

Activities will include exposure to Braille, talking computers, note takers and other adaptive technology. Campers at St. Lucy’s (one of five special education schools of the Archdiocese of Philadelphia and honored for its excellence in teaching blind children), will learn to prepare lunches using microwaves & toaster ovens. Each child will be given a white cane fitted to his or her height, mobility instruction and experience using public transportation. The camp is funded by the NFB's Imagination Fund and the NFB of PA.

Programs like "Summer Sensations at St. Lucy's" are needed because America is in the midst of a Braille literacy crisis. Only ten percent of blind kids are taught to read and write Braille, the only tool offering true literacy on a par with print. This is down from fifty percent in the '60s. Recent studies show a statistically significant link between Braille literacy and a blind person's likelihood of pursuing higher education, retaining employment and earning an annual income of over $50,000. For instance, though seventy percent of blind Americans of working age are unemployed, of those who work over eighty percent read Braille. Congress recognized this problem and authorized the minting of the Louis Braille Bicentennial Silver Dollar (released March 26, 2009). Proceeds from sales of this first US coin to feature readable Braille support the "Braille Readers are Leaders" campaign of the NFB: http://www.braille.org

Antonacci, blinded in an accident while in high school, continues, “From myself and co-director Lynn Heitz on down, " camp staff members are all blind. Blind high school students are acting as assistant counselors and each child has a blind mentor.”

Lynn Heitz (Levittown mother of three), who secured the Imagination Fund grant, has an MSW from the U. of P and is a social worker with the Bureau of Individual Support, Office of Long Term Living, Harrisburg.

“We want them to realize that the sky’s the limit,” says Heitz, who is Vice President of the NFB of Pa and President of the Keystone chapter (encompassing parts of Montgomery, Bucks and Philadelphia counties).

###

About the National Federation of the Blind:

National Federation of the Blind Jernigan Institute,

#2

FOR IMMEDIATE RELEASE

Contact

Donna Hill, Head of Media Relations
[personal contact removed]
Performing Arts Division of the National Federation of the Blind
http://www.padnfb.org

*Caption to Photo attached:

(www.padnfb.org),

Area Songwriter Meets with Congressman Carney
Discusses Issues Facing Blind Americans
Receives Praise for Nonprofit Performing Arts Division

Auburn Center, PA (January 19, 2008):

http://www.padnfb.org

http://www.cdbaby.com/cd/padotnfotb

“I applaud the Performing Arts Division for their efforts to assist a new generation of blind performers reach their artistic and professional goals,“ said Carney in a letter dated December 12, “The Performing Arts Division provides artistic avenues for their Members while raising awareness for talented blind entertainers.”

Carney and Hill discussed the importance of changing social attitudes about blindness. Recent statement by the CDC projects a three-fold increase in diabetes-related blindness among working-age Americans. Hill pointed out that, according to many rehab counselors, the biggest problem facing newly blinded adults is overcoming their own beliefs that blindness means a life of uselessness and inactivity. Carney pledged to help Hill and PAD in promoting their goals.

Carney joins a growing list of officials speaking out in support of PAD. State Rep. Tina Pickett said, “Reaching out to people and educating them about blind Americans through the performing arts is a unique, innovative approach that can only benefit our society as a whole.”

To invite Donna to speak about PAD, contact her under “Cabinet Posts,” Head of Media Relations at: http://www.padnfb.org/contact.html

###

About the National Federation of the Blind:

National Federation of the Blind Jernigan Institute,

#3

FOR IMMEDIATE RELEASE

CONTACT:

Anna's Mom, [personal contact info removed]
Jim Antonacci, President
National Federation of the Blind of Pennsylvania
42 S. 15th St., Philadelphia, 19102
(215) 988-0888
president@nfbp.org
Donna Hill, media relations
Media Kit Available at:
http://www.nfb.org/nfb/Braille_media.asp?SnID=896452651

McConnellsburg 2nd-Grader Wins Reading Contest
Will Attend National Convention in July
Shuttle Atlantis Drawing Attention to Braille Literacy Crisis

McConnellsburg, PA (May 15, 2009): Anna Walker (8, the daughter of Steve and Carlton Ann Cook Walker, McConnellsburg) a McConnellsburg Elementary School second grader, has won first place in the second/third grade division of the "Braille Readers are Leaders" contest sponsored by the National Federation of the Blind (NFB). The contest is part of the NFB's "Braille Readers are Leaders" campaign which encourages blind students to read Braille - the only tool offering true literacy on a par with print for non-print readers. www.braille.org

Anna read 11,033 pages over a two-month period. She will receive $50 and a certificate of merit. She is one of only twelve children nationally who will also receive an all-expense-paid trip to the NFB's annual convention taking place in Detroit this July.

Anna, who loves math and science, is fully mainstreamed into her school. Her mother credits Braille and the NFB for her success. Carlton Ann Cook Walker is President of the Pennsylvania Organization of Parents of Blind Children, a division of the NFB. http://www.nfb.org/nfb/Parents_and_Teachers.asp

"We're all so proud of Anna," says Jim Antonacci, President of the NFB of Pennsylvania and a retired state employee with thirty-three years experience as a teacher and rehabilitation counselor. Antonacci, who lost his sight in an accident while he was in high school, is responsible for bringing the NFB's "Braille Readers are Leaders" program to Pennsylvania; this year two Pennsylvania students are in the top twelve in the nation.

"It all comes down to Braille literacy," he says, "Right now only ten percent of America's blind kids are being taught to read and write Braille. We have a seventy percent unemployment rate for blind Americans of working age, but of those who do work, over eighty percent are Braille readers."

Congress acknowledged the Braille literacy crisis by authorizing the minting of the Louis Braille Bicentennial Silver Dollar, released March 26, 2009. Two of the Braille coins are now onboard the shuttle Atlantis as it completes its final mission to repair the Hubble telescope. Antonacci (Willow Grove) and other leaders from the NFB of PA convinced all nineteen of Pennsylvania's representatives and both senators to co-sponsor the bill. NFB's "Braille Readers are Leaders" campaign will receive matching funds of $10 from each coin sold up to $4 million.

Visit the US Mint: www.usmint.gov

###

About the National Federation of the Blind:

With more than 50,000 members, the National Federation of the Blind is the largest and most influential membership organization of blind people in the United States. The NFB improves blind people’s lives through advocacy, education, research, technology, and programs encouraging independence and self-confidence. It is the leading force in the blindness field today and the voice of the nation's blind. In January 2004 the NFB opened the National Federation of the Blind Jernigan Institute, the first research and training center in the United States for the blind led by the blind. ---

#4

FOR IMMEDIATE RELEASE

CONTACT:

Jim Antonacci, President
Lynn Heitz, Vice President
National Federation of the Blind of Pennsylvania
42 S Chestnut St., Philadelphia, 19102
(215) 988-0888

Donna Hill, media relations

Pennsylvania Blind Leader Speaks at Reading Rights Coalition
Demonstration at Authors' Guild in NYC
Urges Authors to Allow
Everyone Access to E-books

Philadelphia, (April 7, 2009):

Jim Antonacci, president of the National Federation of the Blind of Pennsylvania left his Chestnut St. office in center city Philadelphia this morning to join the Reading Rights Coalition, which represents people who cannot read print, to protest the threatened removal of the text-to-speech function from e-books for the Amazon Kindle 2. The rally was held outside the Authors Guild headquarters in New York City at 31 East 32nd Street. The coalition includes the blind, people with dyslexia, people with learning or processing issues, seniors losing vision, people with spinal cord injuries, people recovering from strokes, and many others for whom the addition of text-to-speech on the Kindle 2 promised for the first time easy, mainstream access to over 255,000 books. When Amazon released the Kindle 2 electronic book reader on February 9, 2009, the company announced that the device would be able to read e-books aloud using text-to-speech technology. Under pressure from the Authors Guild, Amazon has announced that it will give authors and publishers the ability to disable the text-to-speech function on any or all of their e-books available for the Kindle 2.

"I can't express what a roller-coaster of emotions this has caused for all of us," says Antonacci, a Temple grad and retired rehab counselor for Pennsylvania's Bureau of Blindness and Visual Services, who lost his sight in an accident in high school, "We were elated by Amazon's decision to include text to speech software in the Kindle 2, and within a few weeks it was taken away."

Dr. Marc Maurer, President of the National Federation of the Blind, said: “The blind and print-disabled have for years utilized text-to-speech technology to read and access information. As technology advances and more books move from hard-copy print to electronic formats, people with print disabilities have for the first time in history the opportunity to enjoy access to books on an equal basis with those who can read print. Authors and publishers who elect to disable text-to-speech for their e-books on the Kindle 2 prevent people who are blind or have other print disabilities from reading these e-books. This is blatant discrimination and we will not tolerate it.”

Mike Shuttic, president of the Association on Higher Education and Disability (AHEAD), said: “AHEAD envisions educational and societal environments that value disability and embody equality of opportunity. This vision of AHEAD is directly aligned with the efforts of this coalition. Although much rhetoric is made about potential obstacles and problems that exist, the basic goal is clear and simple--access for everyone. And why create something that prevents it?”

Mitch Pomerantz, president of the American Council of the Blind, said: “Removing the text-to-speech features closes the door on an innovative technological solution that would make regular print books available to tens of thousands of individuals who are blind or visually impaired.”

Andrew Imparato, President and Chief Executive Officer for the American Association of People with Disabilities (AAPD), said: “It is outrageous when a technology device shuts out people with all kinds of disabilities. AAPD works to remove barriers to accessibility and usability in technology, and we don’t expect to see people with disabilities singled out by having to pay more for access. New technologies, such as electronic books, should be available to everyone regardless of disability.”

Paul Schroeder, vice president of programs and policy for the American Foundation for the Blind, said: "Those of us with print disabilities have long dreamed of a world in which books and media are available to us at the same time as everyone else. The Kindle 2 offers that possibility for the first time. We hope publishers and authors come to see that text-to-speech is simply an alternative means of access to print."

Dr. Peter Blanck, chairman and university professor at Burton Blatt Institute at Syracuse University, said: “As electronic books become the norm, denying universal access will result in more and more people with disabilities being left out of education, employment, and the societal conversation. We will all suffer from the absence of their participation and contribution to the debates that occupy us as a society.”

George Kerscher of the Digital Accessible Information System (DAISY)Consortium, said: "The DAISY Consortium envisions a world where people with print disabilities have equal access to information and knowledge, without delay or additional expense. Authors and publishers surely must share this vision. Now that the issue of human rights has been explained, and the opportunity for larger sales are known, I urge the Authors Guild to reverse their position on text-to-speech and join us in actively encouraging all publishers and reading technology developers to open the world of reading to everybody. Authors, join us on the picket line."

Steve Jacobs, president of IDEAL Group Inc., said, “Not only is text-to-speech important to people who are blind, it is critical in providing quality educations to millions of young people who rely on text-to-speech to learn effectively. This includes students with autism, learning disabilities, mobility disabilities, and cognitive disabilities that impact their ability to acquire information with their eyes only. I remain hopeful that the talented members of the Authors Guild come to understand the potential negative impact of disabling the text-to-speech function on their e-books and reconsider their position.”

Cynthia D. Waddell, executive director of the International Center for Disability Resources on the Internet (ICDRI), said: “The mission of ICDRI supports the removal of barriers in electronic and information technology and the promotion of equal access. ICDRI welcomes the text-to-speech functionality being offered by the Kindle 2 since it increases mainstream access to books for the first time in history. We question why the Authors Guild demands that it be turned off since many more books would be sold if text-to-speech was turned back on. Not only does this feature benefit persons with disabilities, but it also helps persons for whom English is not their native language. In an increasingly mobile society, flexibility in access to content improves the quality of life for everyone.”

James Love, director of Knowledge Ecology International, said: “Knowing full well that not everyone can see, the Authors Guild wants the right to be seen, but not heard. By bullying Amazon to change the technology of Kindle 2, the Authors Guild will either deny access to people who are disabled, or make them pay more. By attacking disabled persons in this way, the Authors Guild is attacking everyone who would otherwise benefit from the contributions this community has the potential to offer.”

James H. Wendorf, executive director for the National Center for Learning Disabilities, said: "Access to the written word is the cornerstone of education and democracy. New technologies must serve individuals with disabilities, not impede them. Our homes, schools and ultimately our economy rely on support for the future, not discriminating practices and beliefs from the past.” While the Kindle 2 is not currently accessible to blind users, Amazon recently announced on its Kindle 2 blog that it is currently at work on making the device’s navigational features accessible to the blind.

The coalition includes:

American Association of People with Disabilities,
American Council of the Blind,
American Foundation for the Blind,
Association on Higher Education and Disability,
Bazelon Center for Mental Health Law,
Burton Blatt Institute,
Digital Accessible Information System (DAISY) Consortium,
Disability Rights Education and Defense Fund (DREDF),
IDEAL Group, Inc.,
International Center for Disability Resources on the Internet,
International Dyslexia Association,
International Dyslexia Association--New York Branch,
Knowledge Ecology International,
Learning Disabilities Association of America,
National Center for Learning Disabilities,
National Disability Rights Network,
National Federation of the Blind,
NISH,
and the National Spinal Cord Injury Association.

In addition to the April 7 New York City protest, the coalition will participate in the Los Angeles Times Festival of Books on April 25-26.

###

About the National Federation of the Blind: With more than 50,000 members, the National Federation of the Blind is the largest and most influential membership organization of blind people in the United States. The NFB improves blind people’s lives through advocacy, education, research, technology, and programs encouraging independence and self-confidence. It is the leading force in the blindness field today and the voice of the nation's blind. In January 2004 the NFB opened the National Federation of the Blind Jernigan Institute, the first research and training center in the United States for the blind led by the blind.

president@nfbp.org

---

#5

FOR IMMEDIATE RELEASE

CONTACT:

Blair Douglass
Donna Hill, media relations
Jim Antonacci, President
National Federation of the Blind of Pennsylvania
42 S. 15th St., Philadelphia, 19102
(215) 988-0888
president@nfbp.org

Blind Upper St. Clair Grad/U of Pittsburgh Junior Wins National Scholarship
Pennsylvanians Take 2 of 30

Pittsburgh, PA (May 20, 2009):

Blair Douglass (20, Pittsburgh), a graduate of Upper St. Clair High School, who just finished his sophomore year as an International Studies/Political Science major at the University of Pittsburgh, has won a scholarship from the National Federation of the Blind (NFB). He is one of only 30 blind winners nationally out of over four hundred applicants. Each winner will receive a minimum of $3,000 and an all-expense-paid trip to the NFB's annual convention, taking place this July in Detroit. Some will receive up to $12,000.

Blair, who enjoys reading, sports and board games, has been a fan of the Pirates, Steelers and Penguins since he was five years old. He is looking forward to attending his first NFB convention.

"He is an outstanding young man," says Jim Antonacci (61), President of the National Federation of the Blind of Pennsylvania (NFB of PA, 42 S. 15th St., Philadelphia), "We have two winners from Pennsylvania this year. The other is Andrew Wai, a senior at North Penn High in Harleysville."

Antonacci was one of the thirty judges - all handpicked by NFB President Dr. Marc Maurer - who chose this years recipients.

"At the convention, each recipient will be paired with the judge whose own experiences most closely match their goals," continues Antonacci, a Commonwealth of Pennsylvania retiree with thirty-three years experience as a math teacher and rehabilitation counselor, who lost his sight in an accident while he was in high school.

Antonacci is dedicated to increasing educational and employment opportunities for blind people. In addition to his work on the scholarship committee, he is responsible for bringing the NFB's "Braille Readers are Leaders" program, a k-12 Braille reading contest, to Pennsylvania.

Congress acknowledged the Braille literacy crisis by authorizing the minting of the Louis Braille Bicentennial Silver Dollar, released March 26, 2009. Antonacci (Willow Grove) and other leaders from the NFB of PA, including Vice President Lynn Heitz (Levittown), convinced all nineteen of Pennsylvania's representatives and both senators to co-sponsor the bill. NFB's "Braille Readers are Leaders" campaign will receive matching funds of $10 from each coin sold up to $4 million. When the space shuttle Atlantis was launched on its final mission to fix the Hubble telescope on May 11, two of the Braille coins were onboard.

Learn More About the "Braille Readers are Leaders" campaign:
http://www.nfb.org/nfb/Braille_Initiative.asp

Visit the US Mint:
www.usmint.gov

***

About the National Federation of the Blind:

#6

FOR IMMEDIATE RELEASE<

CONTACT:

Jim Antonacci, President
Lynn Heitz, Vice President
National Federation of the Blind of Pennsylvania
42 S. 15th St., Philadelphia, 19102
(215) 988-0888
president@nfbp.org
Donna Hill, media relations

Warwick High Honors Student Wins National Scholarship
Pennsylvanians Take 2 of 30

Lititz, PA (May, 2010):

Warwick High School senior, Zach Brubaker (18, Lititz), has won a scholarship from the National Federation of the Blind (NFB). Zach is an honors student who has been accepted at Penn State's Schreyers Honor College in the fall. Zach, who will pursue a double major in math and physics, is one of only thirty blind students to win out of over 420 applicants.

Zach, an Eagle Scout (with palms), is legally blind from cone rod dystrophy. He has earned a 4.6 weighted GPA. He will receive a minimum of $3,000 plus an all-expense-paid trip to this year's annual NFB convention, taking place in Dallas, Texas, July 3-8. Based on interviews at the convention, he could receive up to $12,000. The other winner from Pennsylvania is Penn State doctoral student in rhetoric and public address, Kristin Mathe.

"Zach is a fine young man," says Jim Antonacci (62), President of the National Federation of the Blind of Pennsylvania (NFB of PA, 42 S. 15th St., Philadelphia) and a longtime member of the national scholarship committee, "He proves that, when a blind person is given some accommodations and expected to achieve like everyone else, they can and will."

"At the convention, each recipient will be paired with the judge whose own experiences most closely match his or her goals," continues Antonacci, a Commonwealth of Pennsylvania retiree with thirty-three years experience as a math teacher and rehabilitation counselor, who lost his sight in an accident while he was in high school.

###

About the National Federation of the Blind:

Personalizing Your Press Release Template

We are providing you with a press release template as a downloadable Word document. You can use it to create your own press releases. This page explains how to personalize your press release template. We're giving you the instructions separately, so you won't have to erase anything. You'll just add your contact info, your title and subtitle and the body of your release.

1. Your template is a word document which is formatted as follows: 12 point, Times New Roman, normal style, line spacing: single, paragraph formatting: aligned left, outline level: body text. This is perfect for copying into the message body of an e-mail. If you wish to print your press release and mail it, however, change this template to be double-spaced.

2. On the top line in all caps, you will find, "FOR IMMEDIATE RELEASE"

3. below that, after a blank line, is, "CONTACT."

4. Below Contact, on separate lines without any blank lines between, insert the following:
- Name of NFB affiliate/division/chapter president followed by comma and "President"
- Name of NFB affiliate/division/chapter
- Street address of office (where available)
- Office phone
- E-mail address of president
- Name of media representative, if any
- Phone number of media representative
- E-mail of media representative
- Web address of affiliate/division
Once you have entered your contact info, save this as your personalized press release template. When you're ready to write a press release, either copy this file or remember to "save as" so you will always have your original personalized template.

5.
After the Contact section is a blank line followed by the title of your Press Release. If you have a subtitle, place it directly below the title. Titles and subtitles are great places to place attention-getting phrases. Use title case; i.e. capitalize all words except words like "a, and, the, an, of, for," and always capitalize the last word. Don't end with a period.

The title and subtitle should be centered and boldfaced. This is the only part of the form that needs to have any formatting adjustments. Make sure the centering and boldfacing do not extend beyond the text of your title/subtitle. To do this, select the text and double-check by holding shift while you left arrow to unselect character by character. When you have unselected the last letter of the last word in your selection, re-select it with shift + right arrow. Then, use Control + b and Control + e to boldface and center your selection.

>
6.
After another blank line comes the first paragraph. It should always begin with the dateline. This is where you place the city, state and date as follows:

Philadelphia, Pa. (March 24, 2011):

It is still most common to use the old abbreviations for states rather than the new postal abbreviations.

7.
The first paragraph of your press release will follow the dateline on the same line. Start with an attention-grabbing statement. This first paragraph should have all pertinent info for events: date, time, location, sponsored by, and short purpose. Try to limit it to 50 to 75 words max.

8.
Try writing the entire body of the press release like a little article, complete with a quote or two from involved parties; make it something that a busy journalist could either publish as-is or build on. Don't give opinions or use adverbs like "exciting" or "amazing." Instead, use quotes and site facts to help get your point across. Use line breaks to create blanks to separate paragraphs.

9.
Below the last paragraph are three number signs, which indicate to the journalist that the main body of the press release is over. Below that is a description of the organization. Your template already has the description used in all NFB press releases. Make sure you copy your press release above the three number signs.

10.
Send your press release to journalists individually; do not use group mailings. Journalists know you're sending it to others, but they don't like receiving bulk e-mails.

11.
Send press releases out about two weeks prior to events, and send follow-ups several days before the event. Call to ask if they will be covering your event or issue.

12.
Be persistent and patient. Building a media presence is about building a relationship with your local media. Don't be discouraged if they don't respond the first few times. Someone is reading about your group, and sooner or later they will cover your issues. If you have questions or would like to share your successes, contact the NFB Writers' Division.

13.
Get your local news media to help us to change what it means to be blind. Thank you for your efforts.

If you experience any technical difficulty using this Web site feel free to contact us at:

webmaster@nfb-writers-division.net

Page Last modified:

Division Links

NFB Links

Guide to Writing Press Releases

Intro: How You Can Make a Difference

Getting Started

8 Tips on Journalists

7 Tips on Developing a Contact list

7 Tips for PR Beyond the Press Release

Press Release Examples:

#1

#2

#3

#4

#5

#6

Personalizing Your Press Release Template