1. Stop the Presses! The News Release

2. 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

3. 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

4. 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

5. 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.

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

7. 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.

8. 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

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

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

11. 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

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

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

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

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

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

17. 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

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

19. 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

20. Writing the Lead
Inverted Pyramid

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

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

23. 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

24. 10 Most Common Mistakes
1. Failure to provide a headline

25. 10 Most Common Mistakes
1. Failure to provide a headline 2. Stuffing everything into the first paragraph

26. 10 Most Common Mistakes
1. Failure to provide a headline 2. Stuffing everything into the first paragraph 3. Spelling errors/grammatical errors

27. 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

28. 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!)

29. 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.)

30. 10 Most Common Mistakes
7. Failure to provide contacts

31. 10 Most Common Mistakes
7. Failure to provide contacts 8. Too long. Long releases tend to be ignored.

32. 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

33. 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!

34. Placement Aids
Media Directories

35. 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)

36. 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

37. 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

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

39. 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.

45. 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

46. 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.