1. Make sure you have actual news

A new location, leadership appointment, major grant, public program, measurable milestone, research finding or significant community initiative may be newsworthy. A routine promotion or general description of your services usually is not.

Ask yourself: What changed, who is affected and why should someone outside the organization care?

2. Explain the local connection

Clearly state how the announcement relates to Greater New Orleans or Louisiana. Name the neighborhood, parish, institution, industry or group affected. Do not make the reader infer the local relevance.

3. Put the announcement first

The opening paragraph should identify who did what, where and when. Background information can follow. Avoid beginning with the organization’s history, mission statement or a broad observation about the industry.

4. Use a specific headline

A useful headline identifies the organization and the development. Replace vague phrases such as “exciting announcement” or “big news” with concrete information.

5. Support the story with useful details

Include facts that help someone understand the scale and significance of the announcement: dollar amounts, number of people served, dates, costs, eligibility requirements, locations, deadlines or measurable results.

Verify every number and avoid claims that cannot be supported.

6. Make every quote add something

A quotation should provide perspective, explain importance or describe expected impact. It should not simply repeat the preceding paragraph. Use only genuine quotations approved by the person being quoted, and include the person’s full name, title and organization.

7. Write for readers, not search engines

Use clear, natural language. Avoid keyword repetition, excessive links and unsupported terms such as “best,” “leading,” “revolutionary” or “one-of-a-kind.” Promotional language can make a legitimate announcement look like an advertisement.

8. Provide materials that are ready to use

Include a working media contact, accurate website links and a properly credited image when available. Confirm that the contact person knows about the release and can respond promptly to questions.

9. Send the story to the right person

Review an outlet’s recent coverage before pitching. Contact reporters or editors whose work relates to your topic, geography or industry. A short, relevant note is more effective than an impersonal message sent to a large list.

10. Follow up respectfully

If the announcement is time-sensitive and you have not received a response, one concise follow-up is reasonable. Add genuinely useful information rather than resending the same message repeatedly. A lack of response usually means the outlet is not pursuing the story.