When you’re drafting a news release, the devil’s in the details, especially with AP style. It’s a bit like Goldilocks: not too hot, not too cold, but just right. For example, get your dateline city names in ALL CAPS. It’s a spotlight on where the action is happening. And those state abbreviations? They’re not a free-for-all; they’ve got to match AP’s specific style.
Headlines, though? They’re more of a low-key affair. Stick to sentence case—only the first word and proper nouns earn the right to a capital letter. It’s like a calm handshake compared to a high-five. And when releasing your news, timing is everything. “For Immediate Release” can scream urgency, but sometimes a specific date whispers professionalism.
Remember, too, that active voice is your friend. It strides confidently into the room, while passive voice might just hover at the door. These aren’t just tips; they’re the threads that weave your news release into a tapestry of credibility. Let’s zoom in and fine-tune these elements, ensuring your news release hits all the right notes with the precision of a professional.
Common Errors to Avoid
Below are some more of the most common errors I tend to see in the first news releases written by public relations students.
- Forgetting that a news release needs to be NEWSWORTHY
- AP style errors, most notably including a serial comma, capitalizing titles after a name and improper abbreviations
- Some cities don’t need states in the dateline.
- Missing a strong summary lede
- Missing the nut graf
- Missing required elements, such as end marks, contact information and boilerplate content
- Including exclamation points unless they are part of a quotation from a source
- Using I/we/our, unless you are using a direct quotation. The story should read as though it is from a journalist, not a PR practitioner or the client.
- Editorializing in a news story.
- Failing to use a quotation or two to liven up the story
So what’s the best way to avoid these errors? Read news releases from written by public relations practitioners. And just like getting to Carnegie Hall? Practice, practice, practice.
PR Pros & Journalists: What other mistakes do you tend to see new public relations writers make?
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For spring semester’s PR Writing courses that I’m teaching for Georgia Southern University and Southeastern University, I am augmenting my own content and 
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