Media Relations 101 How to write effective news releases Trish Freshwater, APR May 20, 2009

What is News? Timeliness Prominence Proximity Novelty Progress Conflict Disaster Consequence Human Interest Community Service Citizenship

Timeliness

Prominence

Proximity

Novelty

Progress

Conflict

Disaster

Consequence

Human Interest

Community

Service

Citizenship

Types of News Releases Announcements Spot Announcements Reaction Releases Bad News Local News/Hometowner

Announcements

Spot Announcements

Reaction Releases

Bad News

Local News/Hometowner

News Release vs. Media Alert News Release Media Alert Comprehensive, detailed Brief, garners attention Uses full prose Often contains bullet statements Could be reproduced as an article Often serves as an invitation Inverted pyramid writing style Provides just the basics

Formatting a Media Alert Natural History Museum example Starbucks example

Natural History Museum example

Starbucks example

Formatting a News Release

More News Release Examples Apple Announces iPod Shuffle MUSC Children’s Hospital volunteers Historic Charleston Foundation

Apple Announces iPod Shuffle

MUSC Children’s Hospital volunteers

Historic Charleston Foundation

Content – Information to Include Contact information for the media Release date/dateline Catchy headline Who, What, When, Where, Why (and How) Boilerplate

Contact information for the media

Release date/dateline

Catchy headline

Who, What, When, Where, Why (and How)

Boilerplate

Writing the Lead Needs to get attention Say the most important information first Good idea to incorporate organization name Could use statistic, interesting fact, famous quote, question, humor – something to “hook” reader There are many types of leads

Needs to get attention

Say the most important information first

Good idea to incorporate organization name

Could use statistic, interesting fact, famous quote, question, humor – something to “hook” reader

There are many types of leads

Filling in the Details Inverted pyramid style Use quotes Don’t forget important statistics/facts Answer all questions a reader might have For more information, please call …

Inverted pyramid style

Use quotes

Don’t forget important statistics/facts

Answer all questions a reader might have

For more information, please call …

Distribution to the Media Choose the right medium Choose the right reporter Never send a release to “editor” or “assignments editor” E-mail is often preferred, but check first Avoid attachments if possible

Choose the right medium

Choose the right reporter

Never send a release to “editor” or “assignments editor”

E-mail is often preferred, but check first

Avoid attachments if possible

Essential Tips for Success Make sure the information is newsworthy. Start with a brief description of the news, then distinguish who announced it, and not the other way around. Ask yourself, “Why should anyone care?” and "How will others relate to this and will they be able to connect?"

Make sure the information is newsworthy.

Start with a brief description of the news, then distinguish who announced it, and not the other way around.

Ask yourself, “Why should anyone care?” and "How will others relate to this and will they be able to connect?"

Essential Tips, cont. Make sure the first 10 words of your release are effective, as they are the most important. Avoid excessive use of adjectives and fancy language. Deal with the facts. Provide as much contact information as possible: individual to contact, address, phone, fax, e-mail, Web site address.

Make sure the first 10 words of your release are effective, as they are the most important.

Avoid excessive use of adjectives and fancy language.

Deal with the facts.

Provide as much contact information as possible: individual to contact, address, phone, fax, e-mail, Web site address.

Essential Tips, cont. Don’t jump the gun. Make sure you have enough substance to issue a release. Make it as easy as possible for media representatives to do their jobs. Learn and use AP Style – www.apstylebook.com Set realistic expectations.

Don’t jump the gun. Make sure you have enough substance to issue a release.

Make it as easy as possible for media representatives to do their jobs.

Learn and use AP Style – www.apstylebook.com

Set realistic expectations.

Common Writing Mistakes Grammar, spelling errors Writing in the first person Missing contact information Too much/too little content Linking only to your main Web site Using Gobbledygook words or jargon Embedding multimedia in your press releases

Grammar, spelling errors

Writing in the first person

Missing contact information

Too much/too little content

Linking only to your main Web site

Using Gobbledygook words or jargon

Embedding multimedia in your press releases

Common Distribution Mistakes Failure to use BCC Sending releases first thing on Monday morning Failure to target releases to specific news outlets and sending to everyone Sending releases to multiple editors at same news outlet Following up too soon Not paying attention to media deadlines Being inaccessible or hesitant to provide additional information

Failure to use BCC

Sending releases first thing on Monday morning

Failure to target releases to specific news outlets and sending to everyone

Sending releases to multiple editors at same news outlet

Following up too soon

Not paying attention to media deadlines

Being inaccessible or hesitant to provide additional information

Online Resources PRW http://www.press-release-writing.com/ Publicity Insider http://www.publicityinsider.com/release.asp PR Web Direct http://www.prwebdirect.com/pressreleasetips.php SCIWay www.sciway.net

PRW http://www.press-release-writing.com/

Publicity Insider http://www.publicityinsider.com/release.asp

PR Web Direct http://www.prwebdirect.com/pressreleasetips.php

SCIWay www.sciway.net

Questions? Trish Freshwater, APR [email_address]