• The story begins with news.
• Short familiar words have been used.
• The press release is newsworthy, i.e.:
  • Timely
  • Important
  • Prominent
  • Proximal
  • Odd

• The story does not contain over-explanation or hard to understand scientific terminology.
• It is written to an eighth grade reading level (the average reading ability of newspaper audiences).
• Short sentences and short paragraphs have been used.
• Colorful, descriptive and active verbs have been used.
• Unnecessary words (especially adverbs and adjectives) have been eliminated.
• The press release is precise.
• No statements of opinion have been included.
• Relatively simple sentences have been used with active word order (subject, verb, direct object).
• The first paragraph is specific and concise.
• The story’s most unusual or unexpected developments have been emphasized.
• The story’s most interesting or important developments have been emphasized close to the top of the story.
• The story’s magnitude and impact on readers has been emphasized close to the top of the story.
• Complete sentences and the proper tenses have been used.
• I have proofread the story and double-checked the facts and spelling of names.
• At least one other person (preferably someone not familiar with the topic) has proofread the story.
• Contact information has been included with the press release along with a list of available photos, graphs, or artwork.
• County Website address has been included.
• Visual (photo) opportunities have been noted on the press release.

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