JOURNALISM 370 January 30, 2012
STATEMENT OF WORK THOUGHTS  <ul><li>The Good: </li></ul><ul><ul><li>Tone was professional. </li></ul></ul><ul><ul><li>You ...
Letter Formatting
Areas For Improvement <ul><li>Follow the format </li></ul><ul><ul><li>Refer to the letter writing format in the handouts. ...
Five Things To Consider  <ul><li>Make full mention of group, then abbreviate </li></ul><ul><ul><li>I can’t wait to work fo...
Five Things To Consider  <ul><li>Forcing present tense is bad. </li></ul><ul><ul><li>I will be presenting you materials is...
NEWS RELEASE BASICS
WHY ARE YOUR WRITING A NEWS RELEASE IN THE FIRST PLACE? <ul><li>News Releases are still the backbone of publicity programs...
Familiar Names <ul><li>Terry Smith </li></ul><ul><li>David DeWitt </li></ul><ul><li>Kathy Kerr </li></ul><ul><li>Rebecca M...
TYPES OF NEWS RELEASES <ul><li>Announcements </li></ul><ul><ul><li>Personnel,  </li></ul></ul><ul><ul><li>Products,  </li>...
TYPES OF NEWS RELEASES <ul><li>Reaction: When an event or situation impacts the organization </li></ul><ul><ul><li>Bad new...
PARTS OF A TRADITIONAL  NEWS RELEASE <ul><li>Letterhead: Print the first page on organization letterhead </li></ul><ul><li...
PARTS OF A TRADITIONAL  NEWS RELEASE <ul><li>Headline </li></ul><ul><ul><li>Factual </li></ul></ul><ul><ul><li>Active pres...
PARTS OF A TRADITIONAL  NEWS RELEASE <ul><li>Dateline </li></ul><ul><ul><li>City of origin </li></ul></ul><ul><ul><li>Date...
PARTS OF A TRADITIONAL  NEWS RELEASE <ul><li>Lead </li></ul><ul><ul><li>Most important paragraph…this lays the foundation,...
PARTS OF A TRADITIONAL  NEWS RELEASE <ul><li>Inverted Pyramid  Diamond </li></ul>
RELEASE CONCLUSION <ul><li>Boilerplate/Tag: A brief paragraph explaining who the organization is and what it ’s all about....
WHAT ABOUT QUOTES <ul><li>Use them. </li></ul><ul><li>Quotes should have adjectives and emotion. </li></ul><ul><li>Know th...
Fact Sheet <ul><li>Think of a fact sheet as a side dish. </li></ul><ul><li>Fact sheets provide organizational context. </l...
How To Build A Fact Sheet <ul><li>Organize you points into two or three main themes. </li></ul><ul><ul><li>The person </li...
DIGITAL NEWS RELEASE <ul><li>Email subject line must be catchy. </li></ul><ul><li>Do you attach the release or put it in t...
NEWS RELEASE AND FACT SHEET  DUE 2/8/12 <ul><li>A news release and fact sheet about your organization. </li></ul><ul><li>S...
NEWS RELEASE AND FACT SHEET  DUE 2/8/12 <ul><li>A news release and fact sheet about your organization. </li></ul><ul><li>S...
NEWS RELEASE AND FACT SHEET  GRADING PRICIPLES <ul><li>Format </li></ul><ul><li>Organization </li></ul><ul><li>Writing </l...
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370_News Release_Fact Sheet

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