S EMINAR U NIT 6 Creating News Releases, Newsletters and Brochures

S EMINAR Q UESTIONS Why is it important for you to learn the proper format for news releases, media alerts, fact sheets, pitch letters, media kits, newsletters, video releases, annual reports, and Web newsrooms? Explain. Why is the inverted pyramid structure used in news releases? Why is it a good idea to include a photograph with a news release? What are the six factors that should be considered with a publicity photo? Before pitching the item to a journalist or editor, why it is good idea to first do some background research on the individual, publication or talk show?

Why is it important for you to learn the proper format for news releases, media alerts, fact sheets, pitch letters, media kits, newsletters, video releases, annual reports, and Web newsrooms? Explain.

B EFORE WRITING … 1. What is your main point? 2. Who is your primary audience? 3. Why should your audience care? 4. What is the goal of your release?

B ASIC E LEMENTS OF N EWS R ELEASE Attention-getting – short, to the point Avoid generic language Interesting and accurate Focus on the news (not the product itself) Connect with your audience Concise Interesting quotes Tailor for different audiences Relate to current events Active voice Key points at the top

I NVERTED P YRAMID Start with general, main points Climax and most important points in the lead

I NVERTED P YRAMID -- E XAMPLE “Chet Thompson, CFM, a financial planner located in Glendale, today announced a new service called ‘PlanWise.’” Vs “A new financial planning service will help local families increase their retirement savings.” From “Writing a Press Release: Inverted Pyramid Style,” Ned Steele

P HOTOS Why include them? Attention-getting Add significance Details: High quality Appropriate for outlet Well composed Action shots Unique angles Unique scale Good color

B EFORE PITCHING THE ITEM TO A JOURNALIST OR EDITOR, WHY IT IS GOOD IDEA TO FIRST DO SOME BACKGROUND RESEARCH ON THE INDIVIDUAL, PUBLICATION OR TALK SHOW ?

U NIT 6 P ROJECT Write 4 PR documents: Press release Media alert Fact sheet Pitch letter Each is 1-2 pages Follow formatting outlined in the textbook Identify your audience Include introduction page Describe possible publicity photo