News releases are documents that convey information about a company or organization to the news media in a "ready-to-publish" format.  Although some reporters use the news release as the starting point for a story, others may end up publishing or broadcasting it verbatim.  Either way, the information provided in the news release must be accurate and timely.  Some keys to remember:

1.   Always consider the audience and purpose.Your audience here is not only an editor, but his or her audience.

2.   Fuzzy writing means fuzzy thinking.  Get to the point.  Avoid jargon.  Use active voice.

3.  Double-space the text of the release.  This leaves room for editors to edit.

4.   Each news release should begin with:

• The date the information should be released.  Most times this should read (in all caps) "FOR IMMEDIATE RELEASE."  When asking an editor to hold (embargo) a release until a specific date or time, there needs to be a good reason for doing so.  A reporter is under no obligation to embargo information he or she has received without first reaching a prior agreement.
• The date the news release was written.
• A contact person's name and telephone number that a reporter can call for more information.
• Somewhere, preferably in bold caps, there should be an indication that the document is a news release.
• There should be a headline in all caps that focuses upon the essential element(s) of the news release.  One line is preferable, although a second line can be used when circumstances justify.

5.  News releases must contain news, not embellishments.They are structured and written like news stories and
       use Associated Press style.  Be brief.

6.   They are called "news releases," not "press releases."Press release is an outdated term that excludes
       electronic media, from which more people get their news.

A media kit is a package of materials designed to assist reporters in covering an issue or event.  In addition to news releases and media advisories, media kits also include background information, biographies, and any pertinent logistical information.They are called "media kits," not "press kits."  Press kit is an outdated term that excludes electronic media, from which more people get their news.  Media kits are specialized tactical executions that apply only to journalists.  When one send a packet of information of a non-journalists, it is an information packet, not a media kit.

Professor Charles Marsh provided information used in this section.