Writing an effective news release 11 2-11.pptxPresentation Transcript
Writing An Effective News Release November 2, 2011
What It Is
Why We Need Them
How to Write Them
When to Use Them
Where to Use Them
“ A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy.” - Wikipedia
The goal - attract attention to a company or organization
Gold Standard - it’s what media expect
All the basics in one place, making it easy for the media to do their job
When media ask for “additional information,” you’re ready
Delivers key messages the way you want them
Helps internally as well
Helps get all your information organized in one place
FOR IMMEDIATE RELEASE
Media contact information — name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person
Headline — used to grab the attention of journalists and briefly summarize the news.
Dateline — contains the release date and usually the originating city of the press release.
Introduction/Lede — first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why
Benefits – why your product or service is unique
Other details relevant to the news.
Boilerplate — generally a short "about" section, providing independent background on the issuing company, organization, or individual.
Close —“###" is often used to indicate the release has ended. In other countries, other means of indicating the end of the release may be used, such as the text "ends".
Before You Begin
What does the reader of your press release need to know?
What will this news mean to the average reader of the release or media story?
Is a news release the best way to send this information?
Do you need to gather more information or interview anyone?
Headlines & Ledes
Work a local angle
Tie into current events or holidays
Focus on the unusual
Tie to a trend or research
Acquisition Lifts Balloon Advertising Company to Southeast’s Largest
GAINESVILLE, Ga. — The legions of Godzillas, King-Kongs and giant two-headed aliens just got bigger.
Advertising Innovations, a promotions company specializing in mega-balloon inflatables, has announced its acquisition of Rooftop Balloons Advertising of Marietta, Ga. Together, the two operations pump up in size to become the largest on-site balloon advertising firm in the Southeast and among the top in the United States.
“ You can’t miss seeing our giant balloons — and now, I guess you can say the same goes for our company,” said W. Don Hall, chief executive officer of Jones & Hall Ventures, the parent company for Advertising Innovations.
Write in inverted pyramid style
First paragraph should answer the 5Ws
Be brief and to the point
Avoid jargon, buzzwords
Use realistic quotes
Write in the third person
Provide numbers, statistics whenever you can
Use your SEO words – within reason
Avoid being too salesy – press releases are not ads