1. Press releases W1A Party of Cultures

2. A press release should Be newsworthy. Criteria: Different Current From an interesting/valid sender Depends on amount of news Distance (closer = better) Impact

3. Assignment Find examples of press releases Check criteria Evaluate press release using these criteria

4. Note An article will be more newsworthy if… You find/use the right medium ??? Question to you: Explain this note in your own words.

5. Another note A press release is not for: Commercial ends Advertisements. Questions to you: When is it permitted to write about a new product in a press release?

6. Writing a press release Who What Where When Why How A press release should deal with these questions.

7. Wh-questions Determine which question(s) are the most important Answer them in the first paragraph

8. The lead Is the beginning Contains the most important news Is interesting

9. The lead Contains one subject only Avoid using the passive form Avoid subordinate clauses Use a neutral tone of voice Avoid words that have a negative connotation Should be short (5 lines) Mention sources

10. Information Collecting Selecting (what is relevant, what isn’t?) Ordering (what goes where?) The most important first The least important last Assignment: Look at your examples again. Discuss lead and order of information.

11. Headings Short summary of subject Arrest attention Has the right length No more than 30 positions If necessary, use two lines. Avoid using too many adjectives and adverbs like ‘good, beautiful, the best’.

12. Lay out Sender PRESS RELEASE Date Heading Place Lead Text White space Headings

13. Lay-out continued Page numbers END OF PRESS RELEASE Background information on company ‘note for the editor’ Telephone number of person they can call (any time) Enclosures Examples: www.anwb.nl www.abnamro.nl

14. Where do I send my press release to? ANP APS Handboek voor Nederlandse Pers en Publiciteit (www.nijgh.nl/media)www.nijgh.nl/media For the attention of…

15. About timing! How much news is being ‘on offer’? Do you stand a chance? Try for Monday Send on Friday or Saturday Have your message delivered in the morning

16. Note Don’t send any photographs, charts etc. Papers will send their own reporters They will phone and ask for information Exception: Local media

17. Aftercare Make sure they can phone you! Contact: Knows the press release Is authorized to answer questions Will answer phone any time