• Identify the right person to send your release to. Research the station’s website or call the station’s receptionist to get contact info.
  • Identify a news peg (a timely piece of information) or a feature story angle (an interesting story element that is unique or heartwarming).
  • Create a strong headline that will intrigue, puzzle, or surprise the reader. Get their attention.
  • Be sure to include all the relevant information (Who, What, Where, Why, When, and How).
  • Match the station’s tone in your writing. Keep paragraphs short, use action verbs.
  • Follow the guidelines for traditional press release content. You want to entice the reader with an interesting story idea.
  • Write an email pitch addressed directly to your contact. Use an eye-catching subject line and introduce your group and your press release. It should briefly tell the contact why the press release is of interest to them and their audience.
  • Include the press release with the email as an in-text link or as an attachment. Follow up after 3-5 days if you don’t get a response. You can also connect with your contact over social networks like Facebook, LinkedIn, and Twitter.
  • When journalists respond, reply promptly and be prepared with information. If they want to schedule an interview, ask what they will want to discuss so you can prepare.
  • Practice for an interview by role-playing with a friend and discuss the mentioned issues. Make sure your answers are concise, direct and polite. Conclude interview with offer to supply more info if needed for the story. Send a thank-you when your interview goes live.


  • ANR is a timed script and a link to an MP3 audio file, a press release with audio files embedded.
  • Contact the station for its airing guidelines, but it should be either 30 or 60 seconds long and in three segments, each segment 10 seconds (for a 30 second spot) or 20 seconds (for a 60 second spot).  In the script, include the amount of time allotted to each segment:
    • Voiceover 1:  Introduction of the release, read by you, introducing the topic
    • The Actuality: The body of the release, read by the expert, the interviewee
    • Voiceover 2:  The close, read by you, summing up the main points
  • It should be short and informal, spoken with conversational flair.
  • Start with a specific “news peg,” an interesting approach to the issue, event, etc.
  • Be sure to cover the Who, What,  Where, When, Why,  and How in the three segments.
  • Include a link to two different audio versions: the entire script, and the Actuality alone; that way the station can run the entire three segment package, or read the voiceover portions of the script and run the segment with the Actuality (interviewee), or read the entire thing.
  • The point is not to get your audio on the air, although that is a bonus if it happens. The point is to generate interest so you can get a live interview for your group’s spokesperson. If this process is too difficult or expensive for your group, then send a printed script with a request for a live interview.
  • Be sure to follow up with a call to discuss your audio news release or script and to request a studio or satellite interview.
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