Section 1: Tip sheets
Section 2: News story releases
Section 3: Public service announcements
Section 4: Scriptwriting and storyboarding
Writing News Releases & PSAs: Suggested Activities

A news release provides reporters with the basics they need to develop a news story. In large cities, television stations and newspapers receive dozens of news releases a day. Here are some suggestions to get better play from your news release:

• Target smaller newspapers, TV stations, or radio stations. They are more apt to use "community" news.
• Send the release to a particular person at a media outlet. Don’t just send it to the "Editor." Send it to a "somebody" (and make sure you spell the person’s name correctly!). It’s a good idea to send the release to the person who likely would cover the event.
• Establish a rapport with the person who covers the types of event you promote. Find out the names of your business writer, city reporter, or youth and community affairs correspondent.
• Write your news release in one of two formats: tip sheet or news story. Some people will combine the two formats and have a tip sheet at the top of a news release and a more detailed news story at the bottom.

Who: Organization’s name
What: What’s going on?
When: When is the event?
Where: Where is the event taking place?
Why: Why is the event taking place?
How: How is the event significant/important? (Sometimes this is not included.)

An example tip sheet is provided in the accompanying Web page Example Tip Sheet, News Release, & PSA.

If you do write a news story format news release, you should emulate newswriting style. Here are some elements of newswriting style to keep in mind:

• Lead – The first paragraph. It is used to grab the reader’s attention.
• 5 W’s and H – The most important of the questions should be answered in the lead. Others are answered later in the story.
• Short paragraphs – Paragraphs run one to two sentences in length. Rarely do you see paragraphs of more than three sentences.
• Quotations – The exact words of someone talking. It’s a good idea to use quotations to bring "life" to your story.
• Inverted pyramid style – You want to include the most important information first, followed in descending order by less-important information.

• Cover most, if not all, of the 5 W's and H.
• WHO... will do, said or did something
• WHAT... will be done, was said or it happened
• WHEN... it will be done, it was said or it happened
• WHERE... it will be done, it was said or it happened
• WHY... it will be done, it was said or it happened
• HOW... it will affect me or how it was done

• Follow the inverted pyramid style with the most important facts first.
• Keep sentences short.
• Use short, well-known words. Avoid jargon.
• Use active words to add zest to your writing. Avoid, for example, "it was said," or "it is thought."
• Use specific, concrete - not abstract - words and terms.
• Do not editorialize, which means injecting your own preferences or even preferences of the subject you are writing about without attributing.
• Avoid adjectives that reflect opinion. Stick to the facts.
• Keep paragraphs short.
• Avoid overusing prepositions in sentences.
• Write stories in third person (he, she, it or they, or "John said"). It is, however, becoming more common to write in the second person (you).
• Proofread the story and edit unnecessary words; eliminate grammar and spelling errors.
• For good measure, have others read the story and have them tell you what they think it said.
• If the news story is longer than one page, write "more" at the bottom of the page.
• Indicate the end of the news story by a typing "-30-" or "###" (journalese for "end") at the center of the page below the final line of story.

However, any free airtime is better than nothing. Radio stations are much better about airing PSAs because they do not take much time to produce. Radio also has more time to fill. They may read the information "live."

Writing a script and storyboard will help you meet your educational objectives. You can use the ideas for video scriptwriting and storyboarding for other media: slide programs, interactive computer programs, and oral presentations. A storyboard is a rough sketch of an anticipated video shot. Under each video shot is a brief commentary of the narration that goes with that shot. Using a storyboard helps you visualize what your shots will look like in the finished video. (For a blank storyboard, click here.)

A script is the narration, audio (music and background or natural sound), and visual directions (shot selection, on-screen text) that will be used in your video production. A well-written script is a must for a video production to be successful. To help you get started in the scriptwriting process, here are some tips:

• Start by dividing your page into two columns. Video commands, explanations of what shots you need, and other special effects should be listed on the left side; anything related to the audio should be included on the right side. This will help you and your producer visualize what you need to say, and will remind you to explain what you need to show. Scripts also may be written using just the narration, with no video directions.

• Decide what type of approach your video will need. Will the program consist of narration only, covered by video? Will it be hosted on-screen by someone on your staff or by a professional? Will you include interviews?
• Consider your audience. This is imperative throughout the entire production process. At the scriptwriting stage, such questions as the following arise: What will the audience members' interests be? How long will you be able to retain their attention? An adult audience’s attention span will last about 8 to 10 minutes. For children, plan for three to five minutes.
• Write the way you speak. The key to writing a good script is to write the way you speak. Write for the ear. Remember that your audience cannot go back and refer to something in a previous paragraph. Most people will not stop a tape and rewind to refresh their memories, so write in simple, easy-to understand sentences.
• Use on-screen text to support what you need to state. For instance, if your video is about an academic program with six components which you are about to describe one by one, show them on the screen as you tell the audience about them. This approach also will assist your visual learners with retention of your information.
• Use music and special effects to indicate to your audience that you are changing topics.
• Keep it simple. Remember that your video tells a story without your needing to state everything. If your video shows children intent and focused on a classroom lesson, you do not need to tell your audience that children in this program are "intent and focused on their lessons." While the shots you choose should support your narration, they do not necessarily need to duplicate the narration.

• Will my audience be interested throughout my entire program?
• Have I explained the topic  in simple language? (When I read the script aloud, does it sound as if I'm talking to an audience or just reading to an audience?)
• Have I avoided technical language/jargon?
• Have I used music and natural sound (background sound) to help tell my story and break up constant narration or interviews?
• Do I have any lists or main ideas that could be reinforced on the television screen as they are being discussed?
• Have I included proper titles, name identification and location information in the video column of the script for the video editor to type onto the screen?
• Have I described the type of video shots I need in the video column?