Press Release Tips
Tips on Getting Your Release Printed/Posted
Get to know the productYou're ahead of the game if you are familiar with the various area newspapers and the sections in those newspapers and their web sites that print/post releases. Browse publications at a newsstand, bookstore or the library--maybe even buy some copies--but take a good look.
Know the geographic areas covered by the publication(s). For example, if there is no direct relationship to Northern Virginia, a release probably won't be used by Times Community News.
The prime sections for releases are the "Calendar" column, and the "Go" leisure and entertainment section. These sections also accept people, business, school and social news, which runs on a periodic basis.
Our editors and reporters are always on the lookout for good feature stories. Releases can sometimes be a source of inspiration.
The individual county web sites of Times Community News are an extension of the print products. We've been publishing the content of Times Community newspapers, as well as special sections, online since 1998. Since then, our popularity has grown consistently to make us the dominant web sites in Northern Virginia for local news. We are a great resource for community information. The Times Community web sites allow you to post your own photos and news items if you a registered user. The "Events Calendar" feature allows you to post your event online.
Getting your event on the online "Events Calendar"
The Calendar link is located on the navigation bar on the left-hand side of every page on each of our county web sites. From the Calendar page, you can add your event for FREE by clicking on the "Submit An Event" link located on the top of the page. A brief form will be displayed. Once you fill in the required information fields, click on the "Add Event" button. Submissions will be approved within 12 hours (usually much sooner) and posted to the web site.
Other helpful hints
-Know the deadlines
This is a deadline-driven business. You can write the best press release in the history of the world, but if it comes too late, it won't matter. Check on section deadlines-they might all be different. But do not call editors on deadline unless it's a real emergency. They are deeply focused on lots of other tasks and tend not to want to talk or be generous. Most will gladly dispense this information at any other time. The Times Calendar sections prefer receiving items a minimum of two weeks in advance.
However, if you miss the print deadline, there's still a chance to get an item on the Web, which gives weekly publications daily capabilities.
-Develop a relationship
Editors are human, too. If you develop a good and consistent working relationship with them-getting releases to them on time and in an easy to use format-it helps.
-Keep it short but complete
Don't write too much; it will probably just be edited out.
Stick to the classic who, what, where and when. Also include contact information.
If an editor or reporter wants more information, they will contact you.
-Make it stand out
Want your press release to stand out-add something useful like a great photo.
-Make it easy
Check with editors about what formats are preferred. For example, we use PCs and can't open items sent in a Mac format unless sent to our art department, which is a hassle.
Our preferred way to receive a press release is by e-mail, primarily because it does not have to be retyped and the sender can be easily contacted just by hitting the "reply to sender" button ( always include a phone number, too). MS Word (.doc) files also are preferred because the text does not have all those funky spaces when copied. Plain text files are a good alternative because they're easy to open.
Faxes are good if they're legible, except they need to be typed. DO NOT fax photos; they're useless.
The only problem with snail mail is the time element and, like faxes, releases sent this way need to be typed. If you're sending a photo and don't know how to scan or e-mail, this is the way to go.
If transmitted by e-mail, a safe bet is to send photos as .jpg or .tif files. Do not send photos embedded in a .doc file; it is too much trouble to reformat.
Send color. We can turn color to black & white but not vice versa.
Don't expect an editor to mail something back to you. They have too much else to do.
See our Meet the Newsroom page for complete contact information.
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