Public Relations > Publicity Pointers

Publicity Pointers is offered as a service to those within the school district who strive to spread the news of the many innovative and interesting programs and events as well as the accomplishments of staff and students in the Souderton Area School District.

What to do

What NOT to do

Use standard 8 1/2 x 11 sheets of paper only. Double space all releases. Leave margins around releases for copy editing. Give a source for additional information including name, address, telephone/fax number. Avoid superlatives; if they are warranted the editor will add them. Keep the release as brief as possible, following the inverted pyramid style. Keep your mailing lists up-to-date. ( You will not be on the best side of an editor if you keep addressing his/her release to a predecessor. You also will not be held in high regard if you send press releases to a dead person.) Include a brochure or literature with all releases which mention or describe that literature or brochure. Remember the deadlines of weekly newspapers. Keep a tab on your releases by checking published versions against original copy. Send your releases to the editor not to a particular reporter. Identify all persons in a story as to title or status.

Do not pad your release with extraneous material. Do not present old material as being new. Do not send several copies of the same release; send only one copy to one person. Do not ask editors why your material did not get in the paper. Do not use all caps anywhere in the news release. Do not use highly technical language (unless the release goes to a technical publication); do not overuse educational jargon. Do not try to include too much in a single press release. Do not send a news release out too far in advance and expect the editor to hold your material until that date. Do not call or write the editor to find out when and if he or she is going to use a stock news release you sent out. Do not try to pass some thing off as exclusive if it isn’t. Do not try to send out a release a week or on a similar schedule; wait until you really have something to say. Do not ask to see a proof copy of your story.