Accuracy in Media: Press Releases

Effective Press ReleasesDon IrvineChairmanAccuracy in Media

The Leadership Institute

Accuracy in Media

Founded in 1969 by Reed Irvine, AIM is America’s original news media watchdog to promote accuracy, fairness and balance in news reporting.

AIM exposes politically motivated media bias, teaches consumers to think critically about news sources and holds the mainstream press accountable for its misreporting.

It is a non-profit, grassroots citizens watchdog of the news media that sets the record straight on important issues that have received slanted coverage.

Knowing the News Cycle

Yesterday vs. Today

Decades ago, the news cycle ran 9am-5pm, and centered around the Evening News.

Today, we live in a 24-hour news cycle driven by social media.

Just because we have access to 24-hour news, doesn’t mean you should release news anytime!

Ideal Release Times: Tuesday through Thursday, 10:00 am to 2:00 pm.

Be aware of your target audience, target community, & target industry.

The more time-sensitive a story is, the more you should lean toward social media, online outlets, radio, & TV, which are designed to break news faster than newspapers.

Knowing the News Cycle: Social Media

Posting your release to social media sites is equally as important as sending it to journalists.

Become familiar with these platforms and be able to post releases so that your information is dispersed quickly.

Social media allows a larger audience to view your release, and disseminates the information more quickly than traditional email.

Knowing the News CycleExample: Washington, DC

People usually work 9-5 and work in several industries: Capitol Hill, non-profits, think tanks, government and contractors.

Cater your content and posting your content according to THEIR work schedules.

The best time for SOCIAL MEDIA content? Between 7am & 7pm, when people are avidly checking social media outlets.

This information differs from standard press release delivery via email!

Top 10 Tips for Writing an Effective Press Release

Bad Examples:

NEW WEBSITE THAT OFFERS HERBAL WEIGHT LOSS PROGRAMS LETS TEENS SPEAK OUT ABOUT WEIGHT ISSUES

COMPANY X RELEASES LIFE SAVING NEW MEDICINE

Good Examples:

TEENS: ULTRA-THIN MOVIE, POP STARS SET BAD EXAMPLE

COMPANY X’s NEW CANCER MEDICINE GUARANTEES TO

INCREASESURVIVAL RATE

1 – Grab Attention with a Good Headline

Top 10 Tips for Writing an Effective Press Release

2 – Get Right to the Point in the First Paragraph

Who is this news release about?What has happened that is newsworthy?

Where did the newsworthy event take place?When did this happen?

How is this newsworthy? andWhy should readers care?

News outlets will never discuss the entire press release – Make each sentence count!

Top 10 Tips for Writing an Effective Press Release

Example: CNN and Boston Bombers

Release issued reporting that the bombing suspects had been identified and arrested.

This was later discovered to be false, and it was widely acknowledge that CNN initially spread this false information.

Mistake gave CNN another black eye, similar to when it reported a U.S. health care law was overturned

3 – Be Sure Your Information Is Accurate!

Top 10 Tips for Writing an Effective Press Release

Example: CNN and Boston Bombers

Results: CNN lost credibility, and was the laughing stock of the news-reporting community… Even made fun of by late-night comedy television!

Lesson: Make sure your information is accurate before you make it public!

Top 10 Tips for Writing an Effective Press Release

4 – Include Hard Numbers

Provide evidence to back up your argument!

5 – Make Sure it is Grammatically Correct

Proofread, Proofread, Proofread!

6 – Include Quotes Whenever Possible

People love quotes! It humanizes your announcement, and provides an added source of information.

Top 10 Tips for Writing an Effective Press Release7 – Include Contact Information

In order for a reporter to quickly follow up, make it easy to find, and be sure it is accurate!

8 – One Page is Best… Two is the Maximum!

Condense your information into a more readable format – Something journalists are always

looking for. Too much information means they are likely not to read it at all.

Top 10 Tips for Writing an Effective Press Release

9 – Provide Access to More Information

Provide links to: Website Organization’s Accomplishments Social Media Accounts

10 – Never, Ever Email Attachments! Attachments = SPAM folder Consider including an outline of release in the body

of your email, to help them filter through the information you’ve included.

EXAMPLE

EXAMPLE

EXAMPLE

EXAMPLE

EXAMPLE

EXAMPLE

EXAMPLE

Press Release Distribution Tips Craft each release to target a specific media outlet and send it

to the specific reporter who covers that beat.

“IMMEDIATE RELEASE” vs. “EMBARGOED RELEASE” If the press release is for immediate release, you may write

"IMMEDIATE RELEASE" in all capitals on the left margin, directly above the headline. If you want the information to be released later, put "EMBARGOED UNTIL..." with the date you want the story released. A release with no release date is presumed to be for immediate release.

Don’t choose your headline until you’ve written your release! Make it catchy and interesting.

Use your headline as the subject line of your email or title of your post.

Include a "call to action" to encourage distribution!

PR Newswire Example

http://www.reuters.com/article/2013/03/08/idUS429158598220130308

http://www.marketingdonut.co.uk/marketing/pr/writing-a-press-release/a-complete-guide-to-writing-an-effective-press-release

http://www.wikihow.com/Write-a-Press-Release

http://www.prbuzz.com/writing-help/27160-press-release-writing.html

More Information

For a Copy of this PowerPoint Presentation….

Go to SlideShare at:http://www.slideshare.net/SpencerIrvine/newsfeed

Contact Me!Twitter: @donirvineFacebook: Donald Irvine

LinkedIn: Donald Irvine

Connect With Us!

Accuracy in Media

4350 East West Highway

Suite 555

Bethesda, MD 20814

(202) 364-4401

[email protected] www.aim.org