Don’t jump into local print publications, just write it down!
Don’t waste time presenting your story in local print publications, just write it down. According to the Circulation Audit Office, “circulation in the nation’s newspapers fell 8.7 percent during the six-month period ending March 31 compared to the previous year, as financially distressed consumers they cut costs and click online to get free news reports. ” Most print publications are undergoing major changes as a result of the evolution of technology and the economy. Daily newspaper staff are half the size they used to be, so instead of writing a cover letter that includes most of the details of your story, just write an article with lines. Line articles contain the same information as cover letters, but are more detailed pieces. A cover letter is generally around 300-400 words long, and a lined article is 500-600 words long. Both your lined article and cover letter should have a good opening, body that provides facts and background information about the organization using the who, what, where, why, and how formula.
A catchy title is important for your lined article. Use action words to get attention. After your title, you should focus on the first paragraph. The first paragraph should explain the who and what. Who has two parties in your organization and who are they helping. The one who answers how they are helping. This is your opportunity to promote your programs and services.
Most newsreaders only pay attention to the first paragraph, so you should guide them to read the rest of the story. One method that is popular with nonprofits is “Put a face to the problem with an anecdote.” This is where it opens with an individual’s story. Putting a face on the subject is a very effective method of storytelling. It humanizes the topic by making it easier for the reader to relate to it. Another technique for the lead paragraph is to surprise the reader with a shocking statistic or statement. This is another widely used technique among nonprofits.
The second paragraph, this is where if you didn’t use the second surprising statistic opening technique, you can use your stat. This paragraph tells the why and how. The answer to the question is why the work your organization does is important and how it affects the community. Use your agency’s press kit to help you write your article with lines. It should contain most of the information you need. Your organization’s capabilities brochure should give you all the information you need to write about your agency’s programs and services. As with all writing for an external auditory check and spell check. It is a good idea to have another set of eye checks. With the budget cuts, local publications don’t have text editors.
The conclusion should be robust and include contact information so readers can follow up with your organization. You can end with a summary of the main paragraph or a quote. Your lined article should offer all of the information you would have provided in the cover letter, but it should be a bit more detailed. You need to focus on who your organization serves and how they help the community. Explain why the work they do is important.