on Releasing a New Report, Study or Survey (pdf
2. Prepare an executive summary: Make the reporter's job easier with a short summary of key findings up front, along with recommendations or analyses. Sometimes, this is the only information reporters have time to review.
3. Localize, localize, localize: Having a local angle can make or break a story. You'll significantly raise your chances of making headlines if your report includes state-, county- or city-level data. Even better, use your data to make rankings, such as the "top 10 most polluted cities in America."
is everything: Break up text by illustrating your data with
bar graphs or pie charts. Also consider a “side bar...”
of real-life stories that give life to dry statistics. For example,
a report on the health care crisis for America's poor could feature
a case study about a single working mother raising three children who
becomes homeless because of the hospital bills from treating her breast
cancer. People are motivated by emotions, not facts.
Source: Fenton Communications