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Successful News Releases

Successful News Releases



A look at how to craft successful press releases from a journalists perspective.

A look at how to craft successful press releases from a journalists perspective.



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    Successful News Releases Successful News Releases Presentation Transcript

    • Writing News Releases They Want to Publish a.k.a “Please make my job easier so I can go home on time”
    • Understanding Editors/Journalists
      • Stressful occupation, constant deadlines & blank pages that must be filled.
      • Tough economy has led to staff cuts, leaving more work for those left. Plus, publications now have to manage web sites too.
      • Still, journalists desire to produce something valuable or interesting for their readers. This is where you can help.
    • What we need from you
      • Important, useful or at least interesting information to share with my readers.
      • Well written in journalism style using Associated Press (AP) rules.
      • Less editing I must do the better.
    • Three types of releases
      • Event Announcement News Release
      • Hard News Release
      • Feature News Release
      • * Note that these are properly called “news releases” not “press releases.” Press releases suggest items that are only intended for printed media, produced on a printing “press.” More than likely, you are also sending your releases to other forms of media such as radio and television stations.
    • Event Announcement Release
      • Likely to appear in community briefs or calendar section.
      • Provides a brief announcement of an event your clinic is holding.
      • Answer the “5 W’s.” Includes basics of name of the event, date, time, place, cost, who should attend, name of your organization and contact information.
    • Event Announcement Example
      • Peninsula Health District will host an After School H1N1 Clinic at Grafton High School, 403 Grafton Dr. in Yorktown, on Nov. 9 from 4 to 8 p.m. All children and young adults from ages 2 to 24 are eligible to receive vaccinations. Also, pregnant women and parents, household members or regular caregivers of an infant less than six months should attend. For more information contact Health Director David Trump at (444) 555-9876.
    • Hard News Release
      • Important, noteworthy topic. Don’t send old news. Timeliness counts big time!
      • Doesn’t require a lot of creativity. The topic is interesting on its own.
      • Answer the 5 W’s (who, what, when, where, why) and 2 H’s (how & how much).
      • Lead should be straight forward summary.
      • Include quote from your staff expert in body.
    • Feature News Release
      • Fresh approach to common/annual topic.
      • Opportunity for writer to be more creative.
      • More fun to write, but takes more work.
      • Example: Don’t just tell what a newly hired doctor does, give reader a sense of who she is a person; what is interesting or special about her? Write a personality profile.
    • Art Appreciation
      • Photos, graphics can really improve your chances of getting published!
      • Photos: With a news release provide standard headshot of main person quoted. For feature releases, provide horizontal and vertical “action” shots as well.
      • Graphics: Should complement the release, but don’t rely on graphic being printed. Release should be able to stand on its own should it run without the graphics you submitted.
    • Keys to Success
      • Make the journalists’ and editors’ lives easier by providing releases that their readers will find important, useful or interesting.
      • Provide good art (photos/graphics) to give publications layout options and improve your chances of being published.
      • Visit with newspaper, radio, TV news directors/ editors. Having a good rapport with them will also improve your chances of having your information published.