Stop the Presses! The News Release

What is a news release? An article written by a business or an organization for its own purposes—but designed for publication in a mass-medium

What is a news release? An article written by a business or an organization for its own purposes—but designed for publication in a mass-medium Provides value from cost-per-reader

What is a news release? An article written by a business or an organization for its own purposes—but designed for publication in a mass-medium Provides value from cost-per-reader Provides value from credibility– Third-party endorsement

What is a news release? An article written by a business or an organization for its own purposes—but designed for publication in a mass-medium Provides value from cost-per-reader Provides value from credibility– Third-party endorsement Wilcox & Nolte study: 30% of consumers say an article would affect purchase vs. 8% for an ad.

A huge number of News Releases don’t get used According to various studies, 55% - to - 97% of News Releases get tossed! Why?

A huge number of News Releases don’t get used According to various studies, 55% - to - 97% of News Releases get tossed! Why? Most common reason: A lack of a “local angle”— a dimension that is specific to the readers, listeners or viewers of the particular medium considering it.

A huge number of News Releases don’t get used According to various studies, 55% - to - 97% of News Releases get tossed! Why? Most common reason: A lack of a “local angle”— a dimension that is specific to the readers, listeners or viewers of the particular medium considering it. Formatting errors

How to tilt the odds in your favor for your release: Correct use of standard format

How to tilt the odds in your favor for your release: Correct use of standard format Interest to the reader of a particular medium

How to tilt the odds in your favor for your release: Correct use of standard format Interest to the reader of a particular medium Timeliness

What you need to know to write a News Release: Target

What you need to know to write a News Release: Target Benefit of story

What you need to know to write a News Release: Target Benefit of story Benefit of product

What you need to know to write a News Release: Target Benefit of story Benefit of product Objective

What you need to know to write a News Release: Target Benefit of story Benefit of product Objective Integrated campaign theme

What you need to know to write a News Release: Target Benefit of story Benefit of product Objective Integrated campaign theme Who, what , when, where, why and how

Seven Mandatory Components of a News Release: Source Name Contacts Headline Dateline Lead Body of Story Boilerplate

Mechanics of a News Release: 8 ½ x 11, double-spaced 12 point type Slug Line at the top of following pages Numbered pages Do not divide a sentence or a paragraph between pages. “More” or “End” at the bottom of each page

Writing the Lead Inverted Pyramid

Writing the Lead Inverted Pyramid Who, What, When, Where, Why, and How (Answer as many as possible)

Writing the Lead Inverted Pyramid Who, What, When, Where, Why, and How (Answer as many as possible) News lead vs feature lead

Writing the Lead Inverted Pyramid Who, What, When, Where, Why, and How (Answer as many as possible) News lead vs feature lead Facts trump fluff

10 Most Common Mistakes 1. Failure to provide a headline

10 Most Common Mistakes 1. Failure to provide a headline 2. Stuffing everything into the first paragraph

10 Most Common Mistakes 1. Failure to provide a headline 2. Stuffing everything into the first paragraph 3. Spelling errors/grammatical errors

10 Most Common Mistakes 1. Failure to provide a headline 2. Stuffing everything into the first paragraph 3. Spelling errors/grammatical errors 4. Punctuation errors

10 Most Common Mistakes 1. Failure to provide a headline 2. Stuffing everything into the first paragraph 3. Spelling errors/grammatical errors 4. Punctuation errors 5. Hyperbole (destroys credibility!)

10 Most Common Mistakes 1. Failure to provide a headline 2. Stuffing everything into the first paragraph 3. Spelling errors/grammatical errors 4. Punctuation errors 5. Hyperbole (destroys credibility!) 6. No attribution (failure to attribute facts to independently verifiable source kills credability.)

10 Most Common Mistakes 7. Failure to provide contacts

10 Most Common Mistakes 7. Failure to provide contacts 8. Too long. Long releases tend to be ignored.

10 Most Common Mistakes 7. Failure to provide contacts 8. Too long. Long releases tend to be ignored. People who want more info will call. 9. No local peg

10 Most Common Mistakes 7. Failure to provide contacts 8. Too long. Long releases tend to be ignored. People who want more info will call. 9. No local peg 10. Contact unavailability. Opportunity dies at the third ring!

Placement Aids Media Directories

Placement Aids Media Directories A good pitch letter can help someone see the news value in your story (important key to persuading someone to watch your video news release)

Placement Aids Media Directories A good pitch letter can help someone see the news value in your story (important key to persuading someone to watch your video news release) Editorial calendar: Upcoming topics

Placement Aids Media Directories A good pitch letter can help someone see the news value in your story (important key to persuading someone to watch your video news release) Editorial calendar: Upcoming topics Media Tours

Public Relations Felonies Do not call the medium to ask, “Did it get there?”

Public Relations Felonies Do not call the medium to ask, “Did it get there?” Never allow a medium to say anything that is inaccurate or untrue based on your information.

Radio News Releases Note at the top of the page that the release is for Radio :30 or :60 length. Always read it ALOUD when you time it! Radio stations won’t edit for you—if it’s too long, it’s out. If it’s wrong, it’s out. Offer sound-bites

Television News Releases Standard length for a video news release is 90 seconds Offer with and without sound Offer several minutes of B-roll: Background video relevant to the story—but without sound Don’t manipulate the video.