(Revised June 2007) Section 3.D
The news release page can have a different head or stationery style depending on what your county has used in the past. Most counties have the office address and phone number at the top of the page with the words, News Release, in bold lettering. Some include a contact for more information below the address; others place the contact at the bottom. Example 1, below, shows how one county handles the format for a news release page. Example 2 below contains a calendar page from another county.
Example 1: County News Release(Use County Letterhead) NEWS RELEASE April 30, 1993 |
Example 2: County News Calendar Page(Use County Letterhead) NEWS RELEASES From: Beverly Berna, County Extension Education Director/Families Date: ISU Extension Calendar:
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Whatever style your county chooses, be sure that the media can quickly and readily identify the page as an ISU Extension news release. Use the current extension wordmark, not the one with the lines leading from University to Extension.
Use these guidelines when writing a news release:
...and justice for all. The Iowa Cooperative Extension Service's programs and policies are consistent with pertinent federal and state laws and regulations on nondiscrimination regarding race, color, national origin, religion, sex, age, and disability.
Be concise, specific, accurate, and organized. Limit each sentence to one idea. Never write in extension jargon; use common vocabulary. Identify acronyms on first reference.
Most newspapers follow Associated Press style guidelines. The most common guidelines for written words are listed here. Use them when writing news releases, columns, and newsletters.
Ampersand (&)
Use an ampersand only when it is part of a company's formal name, for
example, Baltimore & Ohio Railroad. In all other cases use
and.
Days
Always spell out the days of the week. (The meeting was held
Friday, Jan. 15.)
Dollars
Use $4, not $4.00. With millions, drop the zeros. For example, use
$1.5 million, not $1,500,000.
Hours
Use 8 p.m., not 8:00 p.m. or 8 P.M.
Months
Capitalize the names of the months in all uses. When a month is
used with a specific date, abbreviate only Jan., Feb., Aug., Sept.,
Oct., Nov., and Dec. Spell out March, April, May, June, and July.
Spell out all months when using alone or with a year alone. (It
happened in January 1988.)
Numbers
Spell out numbers from one through nine. Use numerals for 10 and
above. However, also use numerals with percents. And spell out
numbers when they start a sentence except if the number is a year,
for example, 1993. 4-H can start a sentence.
Percents
Always use numerals and spell out percent instead of using the
percent sign. For example, 3 percent.
Periods and commas
Always place them inside quotation marks.
Region names
Lowercase the region unless it stands alone. (I live in east
central Iowa, which is in the Midwest.)
Said, says
Place the noun first then the verb. (Popeye says. Popeye said.
Popeye added.)
Seasons of the year
Lowercase the seasons of the year. (spring, not Spring)
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The image of Iowa State University Extension is reflected in everything released from your office. Therefore, it is extremely important that all news releases and other materials are high quality.
In general, each county CEED is responsible for releasing news items to the appropriate media at the appropriate time. Media releases may be prepared by the media specialist, subject matter field specialists, program assistants, and other county-based and state staff, but consult with your CEED about releasing them.
The CEED may delegate the responsibility for certain types of media releases. For instance, if the decision has been made to automatically send a news release prepared by a field specialist to local outlets, the office assistant may routinely distribute that item. A program assistant may also be given the responsibility for all news related to the youth program.
Extension Communications staff send some news releases direct to the media using The Link, a computerized news service based in Iowa Falls. These releases also are placed on the ISU Extension web site at http://www.extension.iastate.edu/news. Codes at the end of the release identify what media list the release has been sent to. Examples of codes are "ISU farm" and "ISU garden." Contact Extension Communications for more information about who received a particular news release.
The ISU Extension News site publishes as needed, fill-in-the-blank news releases for County Extension Offices to edit and post on their web sites or provide to their local media. For more information, go to https://www.extension.iastate.edu/it/content/
Time Schedule for News Releases
You may find it helpful to develop a monthly calendar of extension events to track what news releases need to be written and distributed. Here is an example:
Dec.17
2 p.m, Youth Committee Meeting
Dec. 18
9:30 a.m., 4-H, FFA Weigh-ins
10 a.m., Extension Committee meeting
Dec. 24-25
Deadlines--PAT exams, 4-H scholarships, fair
Dec. 31 - Jan. 1
Office closed
Jan. 7
9:30 a.m.-3 p.m., Ag meeting
Jan. 8
9:30 a.m. - 3:30 p.m., Satellite meeting
Section 3.D Return to top
RE: Nondiscrimination Statement for ISU Publications - Important Change
During 1998 the U.S. Department of Education's Office for Civil Rights (OCR) conducted a compliance review at Iowa State University under Title VI of the Civil Rights Act. As a result of that review, President Jischke is requiring that all brochures, handbooks, applications and publications for admissions, employment and general information publications contain a detailed nondiscrimination statement, as well as an office to contact with inquiries.
This will require a change, effective immediately, in the nondiscrimination statement that is used on Cooperative Extension publications. It will not require a change in the nondiscrimination statement used on Cooperative Extension penalty mail letterhead. These new policies on the nondiscrimination statement will also be printed in the February issue of the Communication Systems newsletter, which will be archived on the web.
Cooperative Extension has been using the following abbreviated nondiscrimination statement on publications, "The Iowa Cooperative Extension Service's programs and policies are consistent with pertinent federal and state laws and regulations on nondiscrimination. Many materials can be made available in alternative formats for ADA clients."
This abbreviated statement is no longer acceptable for publications. As a result of the audit, Cooperative Extension must now use the following expanded USDA nondiscrimination statement on all publications, brochures, notebooks, handbooks, etc.
" The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, and marital or family status. (Not all prohibited bases apply to all programs.) Many materials can be made available in alternative formats for ADA clients. To file a complaint of discrimination, write USDA, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue, SW, Washington, DC 20250-9410 or call 202-720-5964."
You are not required to reprint existing publications. However, effective immediately this statement must be included on publications as they are revised or reprinted, according to your normal schedule.
The requirement does not apply to Cooperative Extension penalty mail letterhead. You can continue to use the abbreviated "justice statement" on penalty mail letterhead which is "Extension programs are available to all without regard to race, color, national origin, religion, sex, age, or disability."
If you have Cooperative Extension newsletters which are mailed under penalty mail regulations, you can continue to use the penalty mail "justice statement" printed in the previous paragraph. If your Cooperative Extension newsletter is not mailed penalty mail, you must use the new expanded statement.
Thank you for your cooperation.
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1. Decide why you want a newsletter.
2. List and prioritize the departments and features.
3. List all the possible groupings and features you might want to include.
4. Decide which you will feature every time and which should be put on the front page, back page, inside, etc.
5. Determine how you will handle issues when there is an unusually large amount of news.
6. Determine how you will gather information for each section and organize.
7. Select the paper, page size, and fold pattern.
8. Choose a name for your newsletter.
9. Create the nameplate.
10. Establish templates for your first, last, and inside pages. Your Word software supplies newsletter templates that you can use.
11. Decide upon a calendar format for extension events.
12. Select typefaces. A general rule is to not use more than two typestyles or three sizes in a newsletter--especially not on one page.
13. Prepare a rough layout of your first issue.
14. Assemble your first issue. When the text of an article is too long for the allotted space:
15. Proofread, proofread, proofread!
Section 3.D Return to top
Says "THIS IS IMPORTANT." Use sparingly so it is noticed.
Never use more than one box on a page and not on every page. In general, use simple lines. Consider decorative boxes when you want to convey a unique flavor or tone for the event/information in the box.
This is a simple and quick technique, but the least imaginative. TEXT IN ALL CAPS IS HARD TO READ, so use it only for short lines of text, if at all.
In a multipage publication, a border on a single page is effective for getting attention for what lies within its boundary.
Clip art should relate to an article. Clip art may be seasonal, but not religious. Clip art can be overused.
Use for emphasis. Avoid italicizing for a whole paragraph or article. It is the most difficult to read and tires eyes easily.
Don't underline text. It is too hard to read.
It is easier to read than all-caps and is the generally preferred form of text-emphasis. Its power is strongest when used sparingly.
This is the single most effective (and least practiced) means of getting attention. It is not a waste of space. An article that uses attractive white space can set something apart from the rest of the text.
When used in accent amounts, it attracts attention. Too much color is overwhelming.
Improve your newsletter by looking at newsletters you like. Decide what gives a newsletter its "personality." What adjectives describe a publication--outrageous, quiet, graphic, informative, fun, crisp? What features contribute to that personality? Crisp--balanced white space, headline type that contrasts sharply with body type? Fun--outlandish graphics, informal typefaces, colorful screen tints, decorative borders?
Ascertain the grid format, check article placement, and examine type treatments. What feel does the typeface communicate? Which type seems especially easy to read? Which one conveys the level of formality you prefer?
Look at the details. Often pages that would be otherwise flat-looking or boring are saved by small details. Does the publication have a graphic border? Does it use drop caps? Do tiny icons give the reader clues about the content of an article? Are icons or other small graphics used at the end of stories to inform the reader?
ISU Extension communication specialists are ready to consult and advise on any communication question. Give them a call. The general office number is (515) 294-9915.
You also can contact the external relations specialist who serves your area.
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Section 3.D Return to top
3-2/3" x 8-1/2"
Bottom and sides 3/8"
Top 5/8"
Column width 2-7/8"
Headlines should be no longer than three lines; one or two lines is better. Use 18-point bold. For subheads use 14-point bold and 10-point bold. Use upper/lower case. It is more readable because of the variation in letter height. Use boldface; do not underline. All headlines on a page should be in the same type family (e.g., Helvetica Bold and Helvetica Italic).
Use 10-point type with at least 2 points leading between lines.
Bottom 3/8"
Sides 3/4"
Top 5/8"
Column gutter between columns 1/4"
Column width 3 3é8"
Headlines should be no more than two lines. Use 18-point bold. For subheads, use 14-point bold and 10-point bold. Use upper and lower case.
Use 10-point type with at least two points leading between lines. Two or three columns is best.
Use no more than two typefaces. (You may use only one; if you use one, choose a serif typeface such as New Century Schoolbook, Times, Bookman, or Palatino.) If two typefaces are used, the headline typeface may be sans serif, such as Helvetica. Use one of the serif typefaces mentioned above for body copy. Serif is recommended because it has end marks on each letter that visually connect one letter to the next; this feature keeps the reader's eye moving and reading. In addition, the serif gives variety to the shape of type, which also keeps the reader's attention. Do not use italics unless it is for a book title, etc. Line after line of italics is hard to read.
Use uniform space between articles for a more professional appearance; articles will be connected to each other and will not "float." Put the extra (white) space at the bottom of the page. Also, do not clutter or crowd. (This page is an example.) Edit out copy to fit the space rather than using smaller type. A good way to improve readability of a page is to double space between paragraphs and keep the first line of the paragraph flush left. Also, use ragged right. Justified copy on computers is harder to read than ragged right because internal letter spacing still isn't as good as with typeset copy.
Make sure clip art relates to the subject matter. Clip art may be seasonal, but not religious. Do not add a graphic just to fill space. The same goes for asterisks or lines between articles--do not do it. Poor quality or dated clip art will make your whole publication look old. Let white space (or blank space) work for you. It gives the reader a place to pause.
If you would like to expand your supply of clip art, many types of computer software are available. The University Book Store in the Memorial Union carries several popular programs.
Check the ISU Extension computer training team's web site for wordmarks, including several 4-H clover designs and Extension logos. The location is: http://www.extension.iastate.edu/gif/.
Credibility is directly linked to accuracy. Follow the who, what, when, where, why, and how formula. Proof your copy for dates, times, and locations to ensure that they are included and are listed correctly. Make sure that the day of the week matches the date.
Have one or two people read everything before you issue it to ensure that misspelled words, typos, and grammatical errors do not creep into your final product. If you can't get someone else to read it, put it aside for several hours (a day or two is better). Then reread. You'll see your own copy with new eyes and have a better chance of catching mistakes. Keep a dictionary nearby. Spellcheck features on computers are a great help for the first check, but always proofread hard copy because computers do not catch typos that are actual words, such as "on" when you really meant "of."
Do not accept smudges or streaks. If you can't get readable, crisp, clean copy, then change. Get new office equipment or send printing out to a commercial shop. Paper should be opaque enough so there is minimal or no ink show-through from the other side. Paper color should be light so ink will contrast.
Section 3.D Return to top
Policy issued Feb. 8, 1996.
Some individuals have raised the question as to what is the decision-making process for using existing extension videotapes on local access channels. Program directors support secondary use of extension-produced videotapes in this manner. In order to make sure material is up to date and appropriate for this usage, we ask CEEDs and media relations specialists who are considering this option to check with the appropriate subject matter field specialists before proceeding. On occasion, programs may be more appropriate if handled in an interview setting with introductions and closure by staff. If subject matter field specialists need additional assistance, they are encouraged to work directly with the appropriate state specialist.
Where ISU Extension tapes are being used, proper credit must be given.
Section 3.D Return to top
In the interest of establishing reasonable and uniform pricing for downlink services, the following policy was generated.
Users of downlink services are divided into two categories:
1. Outside users - private sector or others not affiliated with extension, e.g., those selling products, services, education, or entertainment.2. Inside users (ourselves) and affiliates - those who co-sponsor educational events with ISU Extension or are affiliated with or contribute to the ISU Extension/Continuing Education function, e.g., colleges and departments of ISU, co-sponsoring organizations, etc.
A varied scale of pricing will be employed. The amount charged depends on category of user. A common pricing ratio for outside to inside users is 2 to 1. An approximation of costs frequently incurred for a downlink event is: $15 for site coordinator; $5 for equipment use; $30 for room rental. Using these figures, our approximate cost is $50 per event.
For purposes of establishing charges, a unit of time is defined as four hours. Charges for a unit of time are: $50 for inside users, $100 for outside users
No charges will be made to volunteer leaders who receive information by the downlink mode.
A modest flat fee may be charged to staff who receive training via downlink. The reason is to recover some costs inherent in the downlink system. The fee will be less than average costs incurred for registration, travel, and housing if staff had driven an automobile to some location for training.
In the event of statewide programs, the downlink charge will be an integral part of the registration fee. Each receiving site (except Area Offices) will receive the $50 fee from Extended and Continuing Education. When site coordination costs are incurred at Area Offices, those will be paid by Extended and Continuing Education.
In the event clients request us to record items via downlink for their use at a later date, the charge is $25 per program for outside users. User supplies the tape.
In the event there is an overage of funds after all delivery expenses are paid, the positive margin goes to the originators of the program and Extended and Continuing Education in equal shares. If the event fails to recover costs, the shortfall is shared in the same manner.
In the interest of uniform charges to all clients and parties, it is preferred that these pricing policies be uniformly applied to downlink events at state, area, and county locations. It is understood there may be reason to vary from these pricing policies on some occasions at county locations.
Section 3.D Return to top
The ISU Extension Events Calendar, an electronic calendar of extension events throughout the state, is available to assist counties in making activities, services, and meetings public. To add your county's events to the calendar, go to: http://dbs.extension.iastate.edu/calendar/, or simply click on the calendar link from the ISUE homepage.
Choose the "ISU Extension Events Calendar" link. You will find instructions for placing your events on the calendar.
Following is a memo dated Jan. 20, 1999, from the Extension Events Calendar Committee
ISU Extension Staff:The extension administration would like to commend you on your use of the calendar. We are finding that 700 to 800 events are being posted monthly and with that kind of success there are always new questions and concerns. It is exciting to be able to see what is going on across the wide picture of extension. Thank you for your cooperation with this effort.
We would like to take this opportunity to remind you of a few things. As you know, the purpose of the Extension Events Calendar is so the public can see the breadth and depth of extension programs and educational efforts. The calendar will also enable extension administration to rapidly report on the number of participants in programs when requested by partners, decision-makers, and public leaders. The calendar is not about performance evaluation.
Posting issues:
- Changes will be made in the instructions concerning what to post. Posting is required of all extension sponsored or co-sponsored events. Events not sponsored but which include teaching by extension staff, should be listed with the approval of the sponsor. For the purpose of the calendar, any event at which extension staff facilitates is considered teaching; however, being the chair of a committee is NOT teaching.
- When posting events that involve more than one extension staff, only the contact person's name should be listed; not every person involved.
- Posting of county extension offices closings is not appropriate.
Extension staff should stay current with at least monthly updates on the calendar. Consider updating the calendar at the same time each month that you turn in your travel expenses.
All questions concerning the calendar should be referred the chair of the Extension Events Calendar committee (currently Mark Settle, msettle@iastate.edu). Responses to concerns and comments will be made on a monthly basis.
MEMO FROM CALENDAR COMMITTEE - OCTOBER 31, 2003
ISU Extension Staff:
Please remember that during four predetermined weeks per year that you record the attendance data on the Extension Calendar program, the prompt box that comes up on your computer asking for participation numbers will automatically ask for information by gender and ethnicity. This will occur for programming finished the week of November 3 to 9, 2003.If you are recording audience counts for programs finished next week, you will be prompted to record data according to:
# male
# female
# White (not of Hispanic origin)
# black (not of Hispanic origin)
# American Indian/Alaskan native
# Hispanic
# Asian or Pacific Islander
The numbers reported should be available, electronically, for anyone in the system at http://www.extension.iastate.edu/ForStaff/reporting.html, click on "review audience counts by gender and ethnicity.”The Extension Calendar Committee: JaneAnn Stout, Mary Schrandt-Prouty, Virgil Schmitt, Chuck Morris, Brian Webster, and Mark Settle
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ISU Extension has a County Content Management System (CMS) that enables content providers (county and field staff) to easily and quickly publish information to the web without extensive training or knowledge of web technologies. The CMS also allows for a consistent branding image of ISU Extension.
The Content Management System (known as the CMS) requires the following
Training is held periodically throughout the year. E-mail announcement of training sessions will be sent. If you have any questions regarding training, please send an e-mail to extensionweb@iastate.edu .
Manuals and other resources for the County CMS system can be found at https://www.extension.iastate.edu/it/content/
Section 3.D Return to top
Table of Contents | Index | Next Section | Previous Section |
Revised June 1, 2007. Content questions? Ask the
experts.
Comments or suggestions? Contact the committee,
(e-mail: ofcguide@iastate.edu)