1. COMM 2337
What is the News Release
The News
Release
Class 8
Fall 2011
“A tool used by PR professionals to
convey a particular message about a
product, service, person,organization
or event to the news media.”
@AndreaGenevieve
andream@stedwards.edu

2. COMM 2337
Types of Releases
The News • Announcement release
Release • Spot announcement
Class 8 • Reaction release
Fall 2011
• Bad news release
• Hometown release
• Feature release
@AndreaGenevieve
andream@stedwards.edu

3. COMM 2337
Who Gets Them ?
The News • Written for a
Release target audience
• Addressed to news
Class 8 organizations
Fall 2011 • Editors or
reporters
@AndreaGenevieve
andream@stedwards.edu

4. COMM 2337
What Do They Do ?
• Put information in the hands of the media
The News
•Promote a message
Release
•Provides contact information to reporters
Class 8
Fall 2011 •Draw attention of news outlets
•Establishes framework for conversation
•Save reporters time, energy, money
•Position an org as an authority on a subject
•Inform public
@AndreaGenevieve
andream@stedwards.edu

5. COMM 2337
Elements of a Release
The News NEWSWORTHINESS
Release
Timeliness
Class 8
Fall 2011
Magnitude
Impact
Human Interest
Celebrity
Proximity
Novelty
@AndreaGenevieve
andream@stedwards.edu

6. COMM 2337
Hook ‘Em
The News • Joint project
Release • Issue a report
Class 8 • Daily news event
Fall 2011
• Interview
• Analysis or prediction
• Appointment announcement
• Anniversary
• Award
• Releasing a testimonial
@AndreaGenevieve
andream@stedwards.edu

7. COMM 2337
Hook ‘Em Continued
The News • Staging a special event
Release • Controversy stance
Class 8
• Merger or acquisition
Fall 2011 • Closing
• Conducting a contest
• Appearing in public
• Apology
• New product/service launch
• opening
@AndreaGenevieve
andream@stedwards.edu

8. COMM 2337
Cons of Releases
The News • May not be targeted
Release • Not newsworthy enough
Class 8
• Unreliable/ not credible
Fall 2011 • Timeliness
• Out of date info
• Should supply answers
• Needs to fit media format
• Dying
• Over used
@AndreaGenevieve
andream@stedwards.edu

9. COMM 2337
Style
The News • Inverted pyramid
Release • Short paragraphs
Class 8
• 1. Most important info
Fall 2011 • 2. Secondary info
• 3. Elaboration
• 4. Related but not critical
• Concise headline
• Subhead used as a supplement
• Lead: 5 W’s and H
• Feature 2 different quotes
@AndreaGenevieve
andream@stedwards.edu

10. COMM 2337
Leads
The News Bad:
Energy Focus, Inc. Announces New Line of
Release Energy Efficient LED Parking Garage Fixtures
for Existing Buildings.
Class 8
Fall 2011 EFOI’s LED linear Parking Garage fixtures offers an
easy retrofit solution for existing buildings.
Good:
Energy Focus Unveils System to Convert
Parking Garages to Efficient LED
Lighting
High-output, low-cost breakthrough technology
@AndreaGenevieve
uses 50 percent less energy than traditional
fluorescent lighting
andream@stedwards.edu

11. COMM 2337
Practice
The News Write a lead for this scenario:
Release
Class 8 An local men’s clothing boutique will
Fall 2011 launch a new line of organic shirts.
Strut Boutique Unveils New Shirt Line
@AndreaGenevieve
andream@stedwards.edu

12. COMM 2337
Leads
The News • Must DRAW YOU IN
Release • Plain English
Class 8 • Optimized for search engines
Fall 2011
• Max 12 words (60-80 characters)
• Future tense:
Announces
Launches
Opens
Sponsors
@AndreaGenevieve
andream@stedwards.edu

13. COMM 2337
Format
• Letterhead
The News • Name, logo, contact info, address
Release • NEWS RELEASE “For Immediate Release”
• Headline centered, ALL CAPS
Class 8 • Subhead is Upper, lower and italicized, also
Fall 2011 centered
• Body is left justified, double spaced
• Dateline (city and state) is first
• 12 pt, Times New Roman
• Quotes off-set from body
• “quote,” said Executive Director, John
Smith.
• Page slug: “more” -2- or ####
@AndreaGenevieve commonplace
andream@stedwards.edu

14. COMM 2337
Example
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

15. COMM 2337
Press Release Faux Pas
The News • “We’re pleased to announce.”
Release • No jargon
• Words to avoid: excited! leading,
Class 8 unique,amazing
Fall 2011
• Using ALL CAPS
• Direct approach (you, your, you’ll)
• Using large attachments
• Spelling mistakes
• Lose Inc. or LLC.
• Watch needless words
• NO announces
@AndreaGenevieve
andream@stedwards.edu

16. COMM 2337
SEO
The News • Headline is most important
Release • Use keywords throughout
Class 8 • Test different heads and subheads
Fall 2011
• Two links per 500 words
• Include website and social networks
• First 300 words for SERP
@AndreaGenevieve
andream@stedwards.edu

17. COMM 2337
Other PR Pieces
The News • Annual report •Speeches
Release • Audio News •Communication
Release Audits
Class 8
Fall 2011 • Video News •Newsletters
release •Media Tours
• Social Media •Press
News Release Conference
• Media Alert •Media Kits/Press
• Photo Rooms
opportunity •Announcements
@AndreaGenevieve
• Public Service
andream@stedwards.edu
Announcement