Understand that reporters and public relations representatives (and that is what many volunteers are) have different roles. But, while reporters may not be your cheerleaders, the media and news makers can work together for mutually beneficial purposes. Reporters seek to tell stories. Slant potential articles to fit the needs of the media and their audiences. Be prepared, however, for the fact that the resulting story may not be told as you prepared it. Once the release is in the hands of the media, it is their job, not yours, to decide if, when where, and how it plays in the publication or program.
Review the media covering your organization. Study at least three issues of print media or three tapes of broadcast media. Determine what they report and how they report it. Know the gate keepers and the approach they take to news gathering.
Before you send a release or call the media, ask yourself, "If I were in their role, would I consider this newsworthy?" If not, don't send it.
Give media news with substance. Know what is news (and what is not). Don't try to sell advertising to the news department. Send advertising to the advertising department and pay for it. BUT, if you have solid news, get it to the appropriate contacts at the appropriate media in a timely manner.
When you write, sell the editor on your story. Put solid news at the top of the release. Statistics indicate a release is often accepted or rejected in a review of the first 30 words.
Prepare news releases and related materials in commonly accepted formats. Written copy should be typed (double-spaced) on only one side of 8 1/2" x 11" paper. Photos should be sharp. Likewise, video tapes should have a crisp, clear tone unless there is a special effect desired.
Write with readers/viewers in mind. Understand that living, breathing humans are out there. Make your release something that would interest you if you were in the audience.
Deal fairly with the media. Be honest. Be available. Don't try to sell a story with little or no news value. Respect deadlines.
Don't expect coverage simply because a similar organization got coverage on a similar topic. What is news today may not be news tomorrow. The second time something happens does not interest readers/viewers/listeners as much as the first time it occurred.