Amy Oliver Barnes, director of the Office of Communications at the University of Arkansas at Little Rock, suggests the following as guides to writing news releases:

• Performance precedes publicity. Make sure that the event, program, project, person, activity has had or will have an impact.
• Find a key message and focus there.
• Avoid jargon.
• Say it clearly and concisely.
• Provide quotes.
• Make sure those quoted are willing to talk to TV and radio reporters who may want pictures and sound with additional quotes.
• Keep deadlines in mind.
• Take advantage of slow news days—Monday mornings, long holiday weekends. Thanksgiving to New Year's are generally slow times.
• Remember the smaller papers. They have small staffs but a big need to fill space.
• Don't send 500 words when 50 will do.
• Do your homework. Know the audience. Don't send a release about a flower show to a columnist who writes about music.

Not for your eyes only. Let someone you trust review the release for typos and errors. Make sure anyone you mention or quote approves.