How To Create A News Release
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How To Create A News Release



This lecture focuses on the creation of press releases in public relations.

This lecture focuses on the creation of press releases in public relations.



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How To Create A News Release How To Create A News Release Presentation Transcript

  • News Releases Chapter 5
  • Clutter Reporters and editors are inundated with press releases Most are never used
  • Standing Out 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?
  • AP Style Press releases should follow the AP style standard  This is the same standard used by journalists
  • Format Traditional news releases have:  Letterhead  Contacts  Headline  Dateline  Lead Paragraph  Body of text  (optional) Boilerplate info
  • 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
  • Letterhead 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
  • 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
  • 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.
  • Types of News Releases Hard News Release  No-nonsense summary lead  Summarizes the “news” value Feature News Release  Less time-sensitive  Might have a more creative lead
  • Example: Hard News Lead 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
  • Example: Feature Lead 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
  • Tips for Success Keep the headline under 70 characters (8-10 words) Keep the opening paragraph short (25 words or less) Overall length is usually no more than 400 words Get a high-level, credible exec for your quote (if appropriate)
  • Social Media Press Releases Many press releases are now hosted/distributed online Optimize your release for social media sharing and keyword indexing  SEO = Search Engine Optimization  SMO = Social Media Optimization
  • Want to learn more? Visit