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The purpose of any news release is to relay important, and often timely, information to a mass audience. A news release also lends credibility to you and your practice. If you are thinking about submitting a news release to your local newspaper, here are a few guidelines to remember:

1.  Include the five W's--who, what, why, when and where.

2.  Use short sentences that are snappy and have active verbs.

3.  Check the spelling of all proper names as well as double-checking all other spelling and grammar.

4.  Type "For Immediate Release" on the front page in the upper-left-hand corner unless the release

     can be printed at a later date.

5.  Report only the facts. Do not include your opinions in the release.

6.  Limit the release to two double-spaced pages.

7.  Start each paragraph either flush left or indented--there is no right or wrong way.

8.  Include a contact person (you or a member of your staff) and his or her phone number and e-mail

     address (if applicable). Be sure to put this information on the first page in the upper right-hand corner

     of the news release.

9.  Think about your audience when writing the release's content and tone.

10. Limit the headline to two lines and make sure it is in all uppercase lettering and bold. (Note: Many

      newspapers will rewrite your headline.)

By following these basic guidelines, you can write an effective news release that will grab a reader's attention. The publicity you will receive with this type of marketing is worth the time involved.