Press Releases

The Press and Media

What's newsworthy?

News releases are an effective public relations method of communicating what the library does. Every community is different. Your job is knowing what the newsworthy topics are in your community: local politics, people in the news, community events, economic situations, educational concerns, etc. Press releases that relate the library to community concerns of the moment are more likely to be printed. The press is looking for news, not advertisements. Is your story news?

Some libraries find that submitting regular news releases is less effective than submitting them randomly, i.e. when a specific newsworthy event occurs. Others have success with regular and frequent submissions. Get to know what works best with your local press, what they will use, when they will come to the library, when and how they want to hear from you.

An example

When Euclid Public Library received minimal response for press releases sent regularly, they switched to sending them only for the most "newsworthy" events -- and improved press response. On the other hand, Washington-Centerville Public Library submits everything from simple releases about programs to full length feature articles. "On average we get 3 hits per week in local papers." Massillon Public Library archives press releases on their web site.

Getting your news releases printed and getting media coverage also depends on your understanding of the needs of the press. Be respectful of deadlines, know who decides what is newsworthy, don't waste an editor's time, make a point of submitting releases in the formats preferred by each organization you deal with, and follow their guidelines exactly!

Specific Guidelines and Resources

Specific instructions and examples of press releases are offered on the Web. Try A Sample Press Release, Press Release Tips From The Experts, and The Ins & Outs Of E-mail Press Releases from Library Media and PR's web site.

For detailed writing instructions and layout, the article "The Anatomy of a Press Release" is one good place to start. (This article is reprinted by the University of Chicago and at Library Media & PR.

Working with the Press is important in marketing, to create and keep a positive image of the library in the mind of the public. To establish good working relationships with the press, follow the guidelines for writing and submitting articles, be considerate of the editor's time, and know what your local press considers "newsworthy."

Read about writing a press release at one of these links -- University of Chicago or the Library Media & PR site (the same article). Write a brief sample press release for one of the following:

• The product that was the focus of your library marketing plan from Module 2.

• An upcoming library event.

Advertising and Direct Marketing