REALTOR® Magazine Online: How to Write News Releases Like a Pro

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How to Write News Releases Like a Pro

People in the media receive a flurry of news releases every day. To make sure your news release gets the attention it deserves, follow a few basic rules.

Address your news release to the right person, preferably a writer or editor who covers real estate or business.

Keep your story simple and short. Don’t let the release run longer than two pages, double-spaced.

TIP: If you’re sending a press release via e-mail, don’t send it as an attachment. Editors may fear it contains a virus and delete it without looking at it.

Begin with an attention-grabbing headline.

Write a first sentence that summarizes the story but leaves the reader wanting more.

Base the first few paragraphs on the news writer’s traditional 5-W formula. Tell who, what, where, when, and why.

State the essential information first and save details for later in the story.

Use brief, uncomplicated sentences.

Avoid using real estate jargon and acronyms without explaining what they mean.

Double-check all facts, such as names, dates, phone numbers, and postal and e-mail addresses.

Include the name and phone number of a contact person who is easy to reach, ready to answer questions, and able to provide further information.

—Sharyn Wilson Woods, Marketing Communications Consultant, Lincolnwood, Ill.

TIP: A news release should be objective and direct. Avoid editorial comments, personal opinions, and judgments unless they are in the form of quotations. —Connie Wright, “Expert Shares Basic Writing Tips,” in Hawaii REALTOR® Journal, May 15, 1993

5 Ideas for News Releases

Topics for news releases to local media outlets can come from everywhere and anywhere. Start with these practical ideas. Then follow your creativity wherever it leads you.

Announcements about accomplishments—the completion of a professional education program, a job promotion, a significant sale, an award, election to office in a professional society, or an appointment to the board of a civic, charitable, or business organization.

Promotions for special events—the grand opening of a new office, an educational seminar, or a charitable event sponsored by your company.

TIP: It’s probably better to send out at least two releases for major events—the first, one or two months prior to the date and the second, a week or so before the event.

Helpful hints for consumers— picking a real estate salesperson, buying or selling a home, moving into a new home, relocating to a new community, and the like.

Comments on newsworthy topics—new legislation or regulations that will affect taxes, property values, or other real estate issues in your community.

Reports of industry trends—housing statistics, mortgage rates, or other economic data gathered by your company, local real estate board, or national professional association.

—Sharyn Wilson Woods, Marketing Communications Consultant, Lincolnwood, Ill. sharynwilsonwoods@worldnet.att.net

TIP: Keep seasonal issues in mind when proposing topic ideas—offer tax planning tips in near the end of the year (April 15th may be tax time, but it’s too late to affect your tax obligations then), and home repair hints in late spring.

5 Themes That Grab Media Attention >

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