Sheena McFarland provides tips for communications specialists on crafting press releases. The document outlines what to include in a release such as the date, time, place and contact info. It emphasizes building relationships with journalists through mutual respect, pitching features, being responsive to their needs and informing them of errors. The timing of releases is also important - look at calendars, know weekend/holiday staffing, and provide adequate warning.

1. Sheena McFarland
Communications Specialist at the University of Utah David
Eccles School of Business

3. Tell Your Story
• There is less time than ever for journalists
• It’s a Copy and Paste world
• Don’t forget the details

4. What to Include in a Release
• Date
• Time
• Place
• Contact Info

5. It’s All About the Timing
• Look at the calendar
• Know the weekend/holiday staff
• Give enough warning

6. Building Relationships
• Mutual respect
• Pitch features, even when under attack
• Be Responsive and Anticipate Needs
• Tell journalists of errors

7. Building Relationships
• Mutual respect
• Pitch features, even when under attack
• Be Responsive and Anticipate Needs
• Tell journalists of errors