News Releases & Fact Sheets Chapter 5

Clutter Reporters and editors are inundated with press releases Most are never used

Reporters and editors are inundated with press releases

Most are never used

Standing Out Keep it clean Keep it relevant Keep it timely

Keep it clean

Keep it relevant

Keep it timely

Planning the Release What is the “news” value? Who is it designed to reach? What is the “messaging/talking point” that your client wants to get across? What is the objective of the release?

What is the “news” value?

Who is it designed to reach?

What is the “messaging/talking point” that your client wants to get across?

What is the objective of the release?

Technical Tips FOR PRINT RELEASES: Use “plain white” paper 8.5 x 11 inches (“letter size”) 20 or 24-pound weight Double-spaced for mail and fax Single-spaced for e-mail and Internet

FOR PRINT RELEASES:

Use “plain white” paper

8.5 x 11 inches (“letter size”)

20 or 24-pound weight

Double-spaced for mail and fax

Single-spaced for e-mail and Internet

Technical Tips FOR PRINT RELEASES: Use 10- or 12-point standard type Courier and Times Roman font Don’t split sentences and paragraphs between pages Number the pages

FOR PRINT RELEASES:

Use 10- or 12-point standard type

Courier and Times Roman font

Don’t split sentences and paragraphs between pages

Number the pages

Technical Tips Place a slug line on top of each page after the first one Write “more” at the end of each page if the news release is more than one page At the end of the release, use one of the following: - 30 - end ###

Place a slug line on top of each page after the first one

Write “more” at the end of each page if the news release is more than one page

At the end of the release, use one of the following:

- 30 -

end

###

AP Style Press releases should follow the AP style standard This is the same standard used by journalists

Press releases should follow the AP style standard

This is the same standard used by journalists

Types of News Releases Announcements Spot Announcements Reaction Releases Bad News Local News

Announcements

Spot Announcements

Reaction Releases

Bad News

Local News

Corporate Sites Press releases are often found direct on the corporate Web sites Centralized press release sites PR Newswire Businesswire

Press releases are often found direct on the corporate Web sites

Centralized press release sites

PR Newswire

Businesswire

Fact Sheets Bullet points or quick facts May accompany a press release Visual in nature

Bullet points or quick facts

May accompany a press release

Visual in nature

Types of Fact Sheets Details of an event Background on an organization/product/person May take the form of a FAQ

Details of an event

Background on an organization/product/person

May take the form of a FAQ

Six Components of a Release Letterhead Contacts Headline Dateline Lead paragraph Body of text

Letterhead

Contacts

Headline

Dateline

Lead paragraph

Body of text

Letterhead The first page is usually on company letterhead Includes logo If you don’t have letterhead, use a larger font to visually communicate the source behind the release

The first page is usually on company letterhead

Includes logo

If you don’t have letterhead, use a larger font to visually communicate the source behind the release

Letterhead Put the words “News Release” or something similar near the top Optional: “For Immediate Release”

Put the words “News Release” or something similar near the top

Optional: “For Immediate Release”

Contacts The contact info for the company and PR person should be after the letterhead Contact: Brett Atwood Global PR 509/335-0113 [email_address]

The contact info for the company and PR person should be after the letterhead

Contact: Brett Atwood

Global PR

509/335-0113

[email_address]

Headline Usually brief and in bold Larger font than text of release Usually 14- or 16-point type Optional: Subhead with more details Subhead is not bolded

Usually brief and in bold

Larger font than text of release

Usually 14- or 16-point type

Optional: Subhead with more details

Subhead is not bolded

Dateline Appears at the start of the lead paragraph Includes place and date Examples: New York, NY – (Sept. 7, 2006) – The text of the story begins here. Etc. Etc. Etc. WASHINGTON, July 17 – This product is the best thing ever! Etc. Etc. Etc.

Appears at the start of the lead paragraph

Includes place and date

Examples:

New York, NY – (Sept. 7, 2006) – The text of the story begins here. Etc. Etc. Etc.

WASHINGTON, July 17 – This product is the best thing ever! Etc. Etc. Etc.

The Lead The lead paragraph is used to catch the attention of the journalist It should be an accurate reflection of the content that follows Focus immediately on the news value of the release Many reporters skim the lead and read no further

The lead paragraph is used to catch the attention of the journalist

It should be an accurate reflection of the content that follows

Focus immediately on the news value of the release

Many reporters skim the lead and read no further

Summary Lead No-nonsense lead Summarizes basic “news” in the announcement Similar to the style used by many news reporters

No-nonsense lead

Summarizes basic “news” in the announcement

Similar to the style used by many news reporters

Example SANTA CLARA, Calif. -- March 22, 2000 -- As part of their continuing efforts to develop innovative and integrated marketing solutions, Pepsi-Cola Company (NYSE: PEP) and Yahoo! Inc. (Nasdaq: YHOO), today announced a joint online and offline promotional program, Pepsi Stuff.com.

SANTA CLARA, Calif. -- March 22, 2000 -- As part of their continuing efforts to develop innovative and integrated marketing solutions, Pepsi-Cola Company (NYSE: PEP) and Yahoo! Inc. (Nasdaq: YHOO), today announced a joint online and offline promotional program, Pepsi Stuff.com.

Example LOS ANGELES, Calif., August 7, 2006 - News Corporation’s Fox Interactive Media and Google Inc. (NASDAQ: GOOG) today announced a multi-year search technology and services agreement whereby Google will be the exclusive search and keyword targeted advertising sales provider for Fox Interactive Media’s growing network of web properties including MySpace.com.

LOS ANGELES, Calif., August 7, 2006 - News Corporation’s Fox Interactive Media and Google Inc. (NASDAQ: GOOG) today announced a multi-year search technology and services agreement whereby Google will be the exclusive search and keyword targeted advertising sales provider for Fox Interactive Media’s growing network of web properties including MySpace.com.

Feature Lead Protecting the world and the playroom from evil-doers, the Super Robot Monkey Team Hyperforce Go! action figures from Hasbro bring the fun of the animated series home. Each figure comes with exciting feature play that allows fans of the show to recreate the action and adventure with their friends.

Protecting the world and the playroom from evil-doers, the Super Robot Monkey Team Hyperforce Go! action figures from Hasbro bring the fun of the animated series home. Each figure comes with exciting feature play that allows fans of the show to recreate the action and adventure with their friends.

Example Brussels/Berlin, 10 April 2003 – Sony’s AIBO, the world’s favourite four-legged entertainment robot, is about to become a wow! on the dance floor thanks to “AIBO Dancer”, an exciting new software application. Based on Sony’s Memory Stick technology, it enables AIBO to dance in time to pop music.

Brussels/Berlin, 10 April 2003 – Sony’s AIBO, the world’s favourite four-legged entertainment robot, is about to become a wow! on the dance floor thanks to “AIBO Dancer”, an exciting new software application. Based on Sony’s Memory Stick technology, it enables AIBO to dance in time to pop music.

Body of Text Most important info is high in the release Quote from a credible executive in second or third paragraph Background material is usually in the second or third paragraph

Most important info is high in the release

Quote from a credible executive in second or third paragraph

Background material is usually in the second or third paragraph