NEWS RELEASES Chapter Five
NEWS RELEASES
Chapter Five
Backbone of Publicity Programs
55-97% Of all news releases sent to media outlets are never used
Getting Your News Release Published Follow the standardized format Provide information that will interest the
audience Recall traditional news values (Ch. 3)
Material must be timely
Value of News Releases
Achieve organizational objectives Cost effective Credible Major source of story ideas for journalists
and bloggers Basis of many news stories
News Release Planning Worksheet What is the subject of the message?
What is the specific focus of this release? Who is this message designed to reach? What is in it for the audience? What goal is the organization pursuing? What do you want to achieve with the
news release? What key messages should the news
release highlight?
Planning a News Release
Complete planning worksheet to develop content and structure
Meet journalistic goal of presenting information objectively
Include key messages Think like a journalist Format
Answers key questions (Who, What, When, Where, Why & How)
Format
Basic Components of News ReleaseNEWS RELEASE COMPONENTS
Letterhead identify organization; may
specify release date Contacts
contact person should be available, accessible and qualified
Headline quick indication of what
release is about Dateline
start of lead graph; city where the release originated
Copyright © 2013, 2009, 2005 Pearson Education, Inc. All Rights Reserved.
p. 122, Copyright John G. Shedd Aquarium
Figure 5.2 Many organizations use a “news release” letterhead for all media materials. This letterhead, used by the Shedd Aquarium in Chicago to announce a new exhibit, also uses the traditional “For Immediate Release,” but many organizations consider it unnecessary.
The LeadNEWS RELEASE COMPONENTS
The Lead 1-3 sentences on main point of release; should
entice the reader
What to Avoid Cramming too much information Flowery adjectives Technobabble
Guidelines for Writing a LeadNEWS RELEASE COMPONENTS
Use strong, declarative sentences Use 25 words or less for the first
sentence of the lead Minimize use of dependent clauses Don’t start a lead with a preposition Keep length limited to 3-5 lines Rewrite any sentence that is over 3 lines
long
Types of LeadsNEWS RELEASE COMPONENTS
Body of the TextNEWS RELEASE COMPONENTS
The BoilerplateNEWS RELEASE COMPONENTS
Basic background information about the company
Consider including: Market position Aspiration Size Scope of business activity Geographic coverage Company core values
Boilerplate ExampleNEWS RELEASE COMPONENTS
P&G
Traditional News ReleaseFORMATS
Double-spaced, 8 1/2 X 11 page document
Mailed or faxed to media Use 10-12 point, easy to read fonts Don’t split sentences or hyphenate words
at end of sentences Number pages Use slug lines Write “more” to indicate continuation Use “###” to indicate the end
Online News ReleaseFORMATS
Single-spaced copy 200-250 words Subject line in email is most important factor Contact information given at bottom of email Highlighted quotes and embedded pictures Provide contact and URL for additional
information Never send as an attachment
Social Media ReleaseFORMATS
Multimedia news release Social media release (SMR) Search engine optimization (SEO)
Tips for writing Reinforce message using multiple links Place keywords in headlines and first paragraphs Distribute on services that carry hyperlinks to
downstream sites Be judicious with links Use high-resolution multimedia that’s easily
downloadable Choose relevant photos
Miscellaneous Tips & Guidelines Use an interesting and appropriate quote Avoid jargon Use sentence variety Keep paragraphs short and skimmable Write clearly and directly Use active voice Avoid personal pronouns Avoid formulaic writing