Publicity - Writing Press Releases/News Releases

Purpose - Press Releases (aka News Releases) are written to disseminate "news" about your business or organization through the print and broadcast media without the direct media costs of advertising. They are written in news story form and targeted for individual editors/writers at specific media. They should be written to reflect the particular mediums editorial style and flavor.

Target - Editors, assistant editors, features writers, promotions directors, listings editors, and so on.

Editor's View - The editor receiving the Press Release will quickly scan the releases and short them as:

• Obvious News
• Maybe's
• Discards

Basic Content - Content is clearly arrange and categorized, from most important to least important as follows:

Information to Include

1. Sender's name and title, company name, address, phone number, email address, official contact person.
2. Time sensitivity
3. Summary Headline
   • For Immediate Release (common and preferred by editors)
   • Target Date for Release (uncommon and resisted by editors)
   • Hold until... (rare and not a good choice)
4. Content:

Who, what, when, where, why (5 W's) Important details Request for Action Miscellaneous information Ending

Most importance to Least importance

 

Delivery Tactics - some general guidelines

• determine timeliness, when to send, lead time, event date
• address to the recipient by name
• deliver first class mail if by mail (bulk subject to delays and is often dismissed)
• electronic delivery: Email, Fax, fax modem, may or may not be acceptable to the particular media
  Good Times - http://www.gtweekly.com/index.php?option=com_events&Itemid=10367
  Sentinel - http://www.santacruzsentinel.com/static.php?section=Customer+Service&staticPageName=calendar
• maybe deliver in-person

Alternative Release Devices - a press release usually is treated in one of the following formats.

• Press/News Release - written in news story form on letterhead
• Fact Sheet - written in outline form as a quick reference checklist; on letterhead or include brief cover letter and a second page Fact Sheet
• Press Kit - Large folder (cover) with pockets for press release, fact sheets, brochures, black & white photographs, backgrounders, color slides, color photos article reprints, promotional materials, logo, business card, and so on.

Do's and Don'ts

• Be the only person to contact the media from your company (potential for conflict and confusion)
• Establish personal contact with the correct person in the media
• Write everything down; keep a log of actions taken, dates, items sent, etc.
• Be prompt and timely with deadlines and follow-up
• Double check all items
• Be brief
• Be professional in all details - no pressure, no typos, honest, give credit and cite sources,
• Always treat press as invited guests; never ask them to buy tickets or pay admission
• Be appreciative

Generating Ideas - it is hard to come up with something newsworthy, new or creative. The following may stimulate your creative thinking in making newsworthy releases. These elements make news:

• controversy
• Public figures, famous people, celebrities (local)
• expert opinions and studies
• action
• conflict
• new or different
• importance to a great many people
• warnings
• good news
• local angle on a national story

Not so good are romance, gossip, humor and mystery. These are occasionally workable but aren't likely to generate the kind of story that would helps your business.

It's hard to take a businesses products and services and make newsworthy press releases about them. The press doesn't want to run free ads for you. These items are a few things that can be news.

• club elections
• ownership changes
• new managers or key employees
• outstanding speakers
• unusual actions or occurrences
• entertainment
• tours, demonstrations, open houses
• fashion shows
• benefits that need public support
• awards won or given; recognition received
• anniversaries
• milestones
• athletic events
• shows
• competitions with other groups
• civic events
• participation in public events
• resolutions or stands on public matters or policies
• expansion, acquisitions, job creation, and so on

Writing Tips

• What is the single most important thing to say?
• Make it the focal point
• The headline should tell the story
• The lead or first paragraph (or two) is most important - often includes the 5 W's here
• The body of the release should amplify the lead (headline and first paragraph)
• Give details in the body, but not too much
• Be concise; short sentences and paragraphs
• Common terminology, usually avoid jargon or explain the jargon
• Use the release to raise interest in your story not tell the whole story; the media will contact you for follow up information
• Be prepared to answer the follow up questions
• Keep it to one page (kit is an exception
• Always identify it as a "Press Release"
• Follow standard formats

 

sample 1 sample 2 sample 3 sample 4a sample 4b sample 5 sample 6 Form 1 Form 2 Form 3