News Releases This multimedia product and its contents are protected under copyright law. The following are prohibited by law: Any public performance or display, including transmission of any image over a network; Preparation of any derivative work, including the extraction, in whole or in part, of any images; Any rental, lease, or lending of the program. Copyright © Allyn & Bacon 2009

News releases n Purpose – To deliver a strategic message from an organization to the news media In hopes that the media will publish or broadcast the message n Audience – Journalists n Media – Paper, , Web site postings, CDs, digital satellite transmissions and more

Copyright © Allyn & Bacon 2009 News releases n Key to success: – Only newsworthy information that appeals to the audience of the targeted journalist — no thinly disguised ads for your organization or client

Copyright © Allyn & Bacon 2009 Styles of news releases n Three styles of traditional news releases n Prepared in ready-to-publish format – Announcement – Feature – Hybrid

Copyright © Allyn & Bacon 2009 Styles of news releases n Four other styles of news releases n Prepared in not-ready-to publish formats: – Social media news releases – Short teaser news releases – Media advisories – Pitches (letters, s and telephone calls)

Copyright © Allyn & Bacon 2009 News releases – paper format Company Letterhead News Release For Immediate ReleaseFor More Information, contact Oct.1, 2010Contact’s first and last name Contact’s title Contact’s 24/7 phone number Contact’s Local interest headline (boldface) goes here Double-spaced text begins here. Lead focuses on local interest.

Copyright © Allyn & Bacon 2009 News releases – paper format n Format is important: – “News Release” in big, bold type – Headings must be correct and complete Single-spaced headings – Text is double-spaced – “-more-” at bottom of each appropriate page – “###” or “-30-” at end of news release

Copyright © Allyn & Bacon 2009 News releases – paper format n Format is important: – Slug and page number at top of page, beginning with page 2 – Staple – Length: rarely exceeds two pages

Copyright © Allyn & Bacon 2009 News releases – format

Copyright © Allyn & Bacon 2009 News releases – format n Journalists often prefer news releases with links to relevant Web sites. n Journalists often prefer images that are embedded in the message rather than connected by a link. n Some news releases have standard templates (similar to paper news release stationery).

Copyright © Allyn & Bacon 2009 News releases – format n Subject line must be concise and newsworthy. n Headings are more concise than paper news releases: n Only “For Immediate Release” and the date appear above the headline. n “For More Information” data appear at the bottom of the news release.

Copyright © Allyn & Bacon 2009 News releases – format n Headlines are boldface and in newspaper style. n “-30-” or “###” appears after the final sentence but above the contact information.

Copyright © Allyn & Bacon 2009 News releases – content and organization n Content: newsworthiness – Timeliness – Impact – Uniqueness – Conflict – Proximity – Celebrity

Copyright © Allyn & Bacon 2009 News releases – content and organization n Three kinds of traditional news releases – Announcement – Feature – Hybrid n Written as ready-to-publish news story – Objective – Nonpromotional – No unattributed opinions

Copyright © Allyn & Bacon 2009 News releases – content and organization n Headlines – Newspaper style – Rough complete sentences – Usually present tense – Include client’s name when possible

Copyright © Allyn & Bacon 2009 News releases – content and organization n Datelines – Beginning of first paragraph DALLAS — – Usually specify only where Can specify when – DALLAS, Jan. 24 — n Text organization – Inverted pyramid in announcement releases

Copyright © Allyn & Bacon 2009 News releases – content and organization n Text organization – Feature organization in feature releases Storytelling skills – Strong “hook” lead – Dramatic conclusion Avoid inverted pyramid – Fused organization in hybrid releases Hook lead Inverted pyramid following lead

Copyright © Allyn & Bacon 2009 News releases – distribution n Snail mail n n Fax n CDs and DVDs n Web sites n Distribution services n Follow-up calls?

Copyright © Allyn & Bacon 2009 News releases – tips n Ensure that the contact person can be reached 24 hours a day, seven days a week. n Focus on local interest. – Why does the story matter to the targeted journalist’s audience? n Avoid using the words today, yesterday, and tomorrow. You don’t know when, or if, the news release will be published or broadcast.

Copyright © Allyn & Bacon 2009 News releases – tips n Use past-tense verbs to attribute quotes. – Exceptions are radio news releases and feature news releases. n Be precise and concise. – Every word costs a journalist money. n Again, avoid a promotional tone. – No unattributed opinions.