9. Send in both general stories announcing the program as a whole and special stories featuring specific activities (these might be directed to departmental editors, such as homemaking, financial page, etc.).
10. Count on not more than 25 percent of the releases ever getting into print.
11. Prepare the releases on 81/2-by-1 1-inch typing paper of good quality, preferably Sending each editor an original typed copy. Releases should be double or triple spaced, with about two inches left blank at the top for the editor to write in a headline.
12. Never try to trade advertising for publicity. Publicity should stand on its own merits as news. Good editors resent people who try to buy publicity with advertising.
13. Names make the news. It is frequently considered good practice to build up a committee chairperson or program director as a newsworthy figure to symbolize the program to the public. It is also rewarding to build a news release around interesting events or achievements in the lives of individual leaders, instructors, or staff members.