Formatting Fundamentals –
Following the Rules of Conformity

Each and every day, you follow certain formatting criteria. Whether you’re jotting down a note to a family member, or sending an email to your boss, you probably follow some general method of placing and styling your words.

Most media departments require their reporters and freelancers to follow particular guidelines for submissions before they will even consider reviewing your work. In fact, most are so eager to ensure that everything stays within their procedures, that they will send you a copy of their guidelines, or a stylebook, for free!

Additionally, most media will send you a sample of their publication for a nominal fee, along with the guidelines. If you look in any Writer’s Market, which includes submission rules for almost every print media in existence, you’ll find that most strongly suggest that you send off for their guidelines, and review a current copy of the publication, before you put your ideas in the mail.

The same holds true for any press release. Even though it is a news item, presumably void of any boasting or advertising mechanisms, each publication will have its own style and tone of writing the news.

A stylebook will answer any questions you have as to the publication’s preferred way of writing. It will tell you if the editor wants the number twelve written in word form, or numbers (12). It will inform you as to whether or not possible compound words are to be combined, or hyphenated.

A stylebook also addresses specific word choice questions that will tell you if the targeted media fancies the word Vietnam or the words Viet Nam. It tackles issues such as capitalization, title specifics, time, dates, and names.

Even if a publication doesn’t have any required formatting guidelines, be sure to adhere to some type of professional style, so that your submission will project a more qualified appearance.

Here are some indispensable rules of conformity that will ensure you have the basics down before you launch your press release campaign into existence:

1) Disclosing the Deliveries

Whether it’s an article or a press release, the media want to be the first to receive and dispense of the news. One very important aspect in delivering your release is to state on the cover whether or not you have simultaneously submitted your information.

No publication wants to print the same item that another one is printing at the same time, or worse, before them. The idea behind the media is to be the first, and be the best. Depending on whom you talk to, you’ll find that normally, it’s perfectly fine to send in your item to more than one publication, as long as you disclose it. That way, you’re giving ample notice to the recipients that they might want to find out if another source has published it first.

The news industry is highly competitive, and as such, you have a responsibility to adhere to their courtesies as well as their formatting principals. Some may insist on being the sole addressee for your item. If so, weigh the options you have, and decide if it’s best to stick to a sole source, or submit it to more than one publication. Whatever you do, do not lie to them and sneak off additional copies to their competitors. If word gets back to the original source, you can count yourself (and the company for which you’re writing), out of any future publishing credentials with that particular media.

If you find that your news item is one that should be submitted to only one source at a time, then prepare a list, in order of importance, of whom you wish to have first dibs on your publishing rights. Once you hear back from each source, feel free to submit it to the next in line.

Sometimes, this may not be practical, if the information is of a timely nature. Always include a SASE (Self Addressed Stamped Envelope) to each publication, so that you’ll get a response. Not all editors will waste their own materials in getting back to you.

Additionally, some media will be very receptive to the idea of your submitting the story to two different forms of media outlets. Most print publications will be content if you send one copy to the local state paper, and another to the top radio station in your area.

2) Perfect Your Timing

When delivering a press release to the media, it’s very important to ensure your timing is perfect. Not only when the paper or other form of media might have the best use for it, but also what works for your news.

If the company that’s hired you is launching a new website or product on July 31st, don’t wait until that day to send in your press release. Send it in early enough so that the editor has plenty of time to decide if he wants to use the story on the day of, or the day before, the debut. The editor may need time to verify your facts and sources, or simply rewrite certain parts of your press release to conform to their own style and format.

Since you never know what the editor will decide, avoid using terms like “today,” or “tomorrow,” in your submission. Instead, use specific dates, such as March 3. If you’re not sure what the typical lead time is, in other words, how far in advance the editor prefers to have the story in his hands, make a quick call and find out. Most staff members are very familiar with the deadlines and turnaround time the paper needs to develop its stories.

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