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370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
370_News Release_Fact Sheet
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370_News Release_Fact Sheet

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Transcript

  • 1. JOURNALISM 370 January 30, 2012
  • 2. STATEMENT OF WORK THOUGHTS
    • The Good:
      • Tone was professional.
      • You seem genuinely excited about the material and potential to help these folks in need.
  • 3. Letter Formatting
  • 4. Areas For Improvement
    • Follow the format
      • Refer to the letter writing format in the handouts.
      • Refer to the syllabus on how to send me a file.
      • Put your name on your work.
  • 5. Five Things To Consider
    • Make full mention of group, then abbreviate
      • I can’t wait to work for School of Journalism (SOJ)
      • The SOJ will receive a news release.
    • Ask nicely for materials. You are working for them, not the other way around.
    • This is formal communication. Dear Bob doesn’t cut it.
  • 6. Five Things To Consider
    • Forcing present tense is bad.
      • I will be presenting you materials is passive.
      • It isn’t accurate.
      • I will present is an easy fix.
    • Watch attention to detail.
      • How many revisions do they get?
      • When will this project end?
      • How many copies will you send them?
  • 7. NEWS RELEASE BASICS
  • 8. WHY ARE YOUR WRITING A NEWS RELEASE IN THE FIRST PLACE?
    • News Releases are still the backbone of publicity programs.
    • Competition is greater than ever.
    • How do you increase likelihood of publication?
      • Follow standardized format
      • Know and meet the needs of your audience
      • Be timely
  • 9. Familiar Names
    • Terry Smith
    • David DeWitt
    • Kathy Kerr
    • Rebecca McKinsey
  • 10. TYPES OF NEWS RELEASES
    • Announcements
      • Personnel,
      • Products,
      • Financial,
    • Spot announcements: Response to problems of external cause
  • 11. TYPES OF NEWS RELEASES
    • Reaction: When an event or situation impacts the organization
      • Bad news: Comment, don ’t cover up bad news
      • Local news: Localized news gets covered more often
  • 12. PARTS OF A TRADITIONAL NEWS RELEASE
    • Letterhead: Print the first page on organization letterhead
    • Contacts: Include PR contact information
  • 13. PARTS OF A TRADITIONAL NEWS RELEASE
    • Headline
      • Factual
      • Active present tense
      • Devoid of hype
      • Most important information first
      • Remember To Use Key Search Words
  • 14. PARTS OF A TRADITIONAL NEWS RELEASE
    • Dateline
      • City of origin
      • Date
      • Is this for immediate release or “embargoed”?
  • 15. PARTS OF A TRADITIONAL NEWS RELEASE
    • Lead
      • Most important paragraph…this lays the foundation, draws the reader in and sells the story
      • Summary lead with most important item first
      • Think about your commitment statement
      • Ask why a viewer or gatekeeper would care
      • Remember To Use Key Search Words
  • 16. PARTS OF A TRADITIONAL NEWS RELEASE
    • Inverted Pyramid Diamond
  • 17. RELEASE CONCLUSION
    • Boilerplate/Tag: A brief paragraph explaining who the organization is and what it ’s all about.
      • Include a short, clear description. Work off a company ’s mission statement.
      • If you win awards, let people know.
      • Let people know where they can learn more and continue the conversation.
  • 18. WHAT ABOUT QUOTES
    • Use them.
    • Quotes should have adjectives and emotion.
    • Know the process of quote approval.
  • 19. Fact Sheet
    • Think of a fact sheet as a side dish.
    • Fact sheets provide organizational context.
    • They create color.
    • They include items that might not make the final cut of a news release, but they could still have value for a reporter.
    • They help a reporter get a better organizational understanding.
  • 20. How To Build A Fact Sheet
    • Organize you points into two or three main themes.
      • The person
      • The place
      • The event
    • Take all of those great points you have and put them into those sections.
    • It gives the document a better look and organizational feel.
  • 21. DIGITAL NEWS RELEASE
    • Email subject line must be catchy.
    • Do you attach the release or put it in the email itself?
    • Embed photos/graphics, video, audio.
    • Include social media tags.
    • Pitchengine.com
  • 22. NEWS RELEASE AND FACT SHEET DUE 2/8/12
    • A news release and fact sheet about your organization.
    • Send all material to me in one Word file.
    • Material due at 3:10 .
  • 23. NEWS RELEASE AND FACT SHEET DUE 2/8/12
    • A news release and fact sheet about your organization.
    • Send all material to me in one Word file.
    • Material due at 3:10 .
  • 24. NEWS RELEASE AND FACT SHEET GRADING PRICIPLES
    • Format
    • Organization
    • Writing
      • A bad headline or lead will drop you ten points
      • Think about keywords
    • Is this news?

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