1. Catch and Release The art of the successful News Release

2. What Is A News Release? NEWS NEWS Mini article Mini article Build interest for more information Build interest for more information Ready to print in smaller publications Ready to print in smaller publications Basic facts Basic facts Who Who What What When When Where Where Why Why

3. Release vs. Advisory

4. The Basics Contact Person(s) Contact Person(s) Headline/Subhead Headline/Subhead Dateline Dateline Lead Lead Body Body

5. Headline Distill the news and its significance Distill the news and its significance Answer the question: Answer the question: “What is the one thing readers must remember?” Use action verbs Use action verbs

6. Dateline The dateline notes where the news originates The dateline notes where the news originates General format: Redwood City, CA- General format: Redwood City, CA- News announced at an event takes the event location dateline News announced at an event takes the event location dateline

7. Lead Simple, Single and Succinct Simple, Single and Succinct One line One line If it won’t fit on the back of a business card, it’s too long. If it won’t fit on the back of a business card, it’s too long.

8. Body Expands on lead, clarifying details in order of importance Expands on lead, clarifying details in order of importance Answer the 5 Ws Answer the 5 Ws Use quotes to support the main message Use quotes to support the main message

9. The Mechanics: DOs Use press release letterhead/form Use press release letterhead/form Develop a consistent template/policy Develop a consistent template/policy 1-2 pages maximum 1-2 pages maximum Provide all contact information Provide all contact information Put “– more –” at the bottom of continuing pages. Put “– more –” at the bottom of continuing pages. End the release with “# # #” End the release with “# # #”

10. The Mechanics: DON’Ts DON’T USE ALL CAPS. DON’T USE ALL CAPS. Don’t write in single space Don’t write in single space Don’t use wordy and passive sentences Don’t use wordy and passive sentences Don’t use “social service-ese” jargon Don’t use “social service-ese” jargon Don’t use acronyms (whenever possible) Don’t use acronyms (whenever possible)

11. Reporters are NOT publicists. Stories that “people” can relate to and that make them want to read more Stories that “people” can relate to and that make them want to read more Compelling Compelling Human Interest Human Interest Local angle Local angle Facts and statistics Facts and statistics Give them what they want:

12. Building Press Relations Know which journalists cover your beat Know which journalists cover your beat Meet the journalists’ deadlines Meet the journalists’ deadlines Broadcast vs. Daily vs. weekly publications Broadcast vs. Daily vs. weekly publications Deliver clear, concise messages Deliver clear, concise messages

13. Develop a Press List Research the media sources Research the media sources Create a database Create a database Organize sources by type of media Organize sources by type of media Include deadline information Include deadline information Keep personal notes on contact people Keep personal notes on contact people Revise the press list regularly Revise the press list regularly

14. Who Is the Target Audience? Who should know? Who should know? Who will be effected? Who will be effected? Who will be interested? Who will be interested? What are the target’s demographics? What are the target’s demographics? Frame the message to attract the target audience

15. Send It Out Fax Fax Mass fax groups Mass fax groups E-mail E-mail Recipient groups Recipient groups Blind Copy Blind Copy Attachment or Text body Attachment or Text body

16. Link to News Release in E-mail to reporters.

18. Contacts Jennie Hwang Loft, County of San Mateo Human Services Agency, 650-802-6433, jloft@smchsa.org Jennie Hwang Loft, County of San Mateo Human Services Agency, 650-802-6433, jloft@smchsa.orgjloft@smchsa.org Sylvia Soublet, Alameda County Social Services Agency, Sylvia Soublet, Alameda County Social Services Agency, 510-267-9434, soublet@acgov.org soublet@acgov.org