The main challenge in writing and disseminating a press release is to know their capabilities and limitations - what they can and cannot do for you.

A press release is not a paid advertisement that a news organization will print verbatim on the page, section or date of your choice.

A press release is not a promotional package or academic treatise that covers every detail of your news.

A press release is not a showcase for creative writing (although it does have to be well written).

A "good news" press release won't deflect a newspaper's focus on any possible "bad news" that journalists might be researching or writing about your organization.

So what is a press release? How do you write one and maximize the chances of it attracting the right kind of attention?

Here are the basics:

First, make every effort to discern whether issuing a press release at this time can be helpful or whether you should plan another sort of public relations expression (such as a prepared question-and-answer text in anticipation of reporters' calls). For example, if your organizing is undergoing upheaval or crisis, a news release about your Habitat for Humanity home might prompt a news story, but that story would assuredly mention the crisis, probably prominently ("St. Jerome's Church is falling apart, but that doesn't stop parishioners from building for the homeless …. etc.") The result could bring more negative attention than positive.

Your immediate target audience is the news editor or writer. The press release should be written to suggest an angle for a journalist to use in writing a news story. The journalist is much less concerned with the intrinsic value of your organization or the "rightness" of its mission than with writing an interesting story for tomorrow's paper or tonight's newscast.

Anticipate the journalist's target audience: The top of the news release should focus on why news readers or viewers should care about the subject.

Lay the groundwork:

Know the publication you would like to submit a release to and what kind of material it sells its readers. A large metro paper like the Orlando Sentinel would want "harder" news than your community weekly might. It is a waste of time to write and send a press release to a magazine or newspaper department without knowing the usual tone and substance of its content. The easiest strategy is to check the publication's Web site to get a feel for their style of news coverage.

Also check the publication's Web site to find the name and contact information for the religion or features editor. If none is listed, address the release to "Religion News" at the publication.

Follow the easiest, most user-friendly way to the editor or writer's desk: A plain-text fax, letter or e-mail message. DON'T attach a file or use any word processing or document-creation application other than plain text. Explanation: Most newspapers don't have Microsoft Publisher anywhere in the building. If you send a Microsoft Publisher file to a newspaper, chances are they won't even attempt to open it.

The best groundwork is to establish a friendly working relationship with your local news outlets before a crisis breaks. Put all media in your circulation on the mailing list for your newsletter. The Central Florida Episcopalian is sent to all newspapers in the 15-county diocese. They sometimes pick up a diocesan feature for local treatment. Religion writers at the larger papers use the diocesan paper as background for their wider news coverage.

The follow up:

Some reporters dislike being phoned after you send in the release; others don't mind or even welcome a "heads up" call. It doesn't hurt to make an introductory call to your local religion writers and to ask which they prefer. The main consideration is whether the call helps them or discourages them.

Writing for success:

Keep the press release short and to the point. The release isn't supposed to detail every nuance of your subject, but to prompt the reporter to cover the topic, preferably sympathetically. The release should be no more than 500 words.

Provide ample references for deeper research that the reporter may delve into. For example, include the Web address for a longer treatment of the subject on your church site or on www.cfdiocese.org.

Sometimes you simply can't condense a complicated subject - such as the current crisis in the Episcopal Church - into a 500-word press release. In those cases, it is imperative to refer reporters to the "primary texts" in the debate, and to know the substance of those documents for discussion when the reporter calls.

Be sure to include contact numbers and e-mail address for the contact person designated to speak for your organization.

Expect the best, prepare for the worst:

As mentioned above, familiarize yourself thoroughly with the subject. Brainstorm with others in your organization to put together a sample question-and-answer script that anticipates reporters' tough questions as well as the basics (Who is involved? What is the gist of the subject? When did the events take place and when are the next steps expected? Where are the key players and events? Why does this matter?)

Resources:

Bishop Howe's address from Special Convention, Sept. 20 (with resolutions as passed).

Bishop Howe's General Convention debriefing.

Full story about the Special Convention, from the Central Florida Episcopalian.

E-mail list of Florida newspapers and electronic media.