COM 140: News Release
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The document discusses key differences and similarities between news releases and journalism articles. News releases target media members to reach a broader audience, while journalists aim to reach the public directly. News releases must be written in an AP style that interests journalists and helps them understand the wider importance of the story. Well-timed news releases can lead to free "earned media" coverage, transmitting the organization's message to more people through a credible source. The document provides guidelines for writing effective news releases, including structure, length, quotations, conciseness, and targeting specific media and reporters.
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COM 140: News Release
- 1. The News Release • News releases and journalism articles seem to be the same, but these are different genres. • For one, the news release has an audience of media members, the target for the message. • Journalists attempt to reach the public.
- 2. The News Release • That means the news release must be composed in a way that is journalistically sound (i.e., AP Style) but also includes information that would interest a journalist in pursuing the story. • Thus, the goal of the news release is for the journalist to understand its wider importance to a broader audience.
- 3. The News Release • The importance of the news release cannot be understated for companies, non-profit organizations and government agencies. • It leads to what’s called earned media, which essentially means free media. • When the information in the release is covered, the message is transmitted to the broader public by a credible source.
- 4. The News Release • Timing is an essential element. • A news release that would appeal to a journalist on Christmas trees would best be distributed to media in the weeks before Thanksgiving. (See example on Blackboard).
- 5. The News Release • Announcement (straight news, making an Announcement) • Feature (combo info + entertainment) • Hybrid (combo of Feature + Announcement )
- 6. The News Release • Social media (web-based) • Media advisories (breaking news) • Pitches (exclusives to particular journalists)
- 7. The News Release • On organization’s stationery with letterhead • News Release in BF (block left) • Double spaced • Continues with FOR IMMEDIATE RELEASE, next line date • Continues with FOR MORE INFORMATION, horizontal align • End with centered ‘###’ or ‘-30-’
- 8. The News Release • Double-space the text • Fewer than two pages (preferably one) • If more than one page, type ‘-more-’ at bottom of first page • If more than one, condensed head with page number upper right corner
- 9. The News Release Organization Letterhead News Release FOR IMMEDIATE RELEASE FOR MORE INFORMATION: Nov. 20, 2020 Catherine Jones Public Relations Director (555) 123–4567 cjones@xyz.org Circle City Red Cross schedules downtown blood drive
- 10. The News Release HAMDEN, CT (March 1, 2020) —The Connecticut Board of Regents has named Edward Ballyhoo the new president of Quinnipiac University. Ballyhoo , formerly vice-provost of Weslaco College in Milwaukee, will begin his new duties March 18, said Regents Director Roberta Kramer. Ballyhoo , 54, served as vice-provost at Weslaco College for seven years. Before that, he was the Burnett Distinguished Professor of Biochemistry at Cortland University in Portland, Tenn. He earned his Ph.D. in biochemistry from Madrid University in 1986. Ballyhoo will be sworn in on Sept. 18 at the Student Union. “I'm both honored and challenged to assume the presidency of Quinnipiac University,” Ballyhoo said. “I pledge to do my best for Quinnipiac .” Ballyhoo succeeds Richard Warner, who retired Sept. 1. ###
- 11. The News Release • First sentence usually includes the 5 Ws, i.e.: – Who – identify key people accurately and early on What – be specific with only relevant details; it’s not just red wine, it’s a young Italian red wine – When – check dates, ensure that you need/do not need date in the past or in the future – Where – a setting, such as a venue, a city, an address (Park Avenue) – Why – try to clarify or understand the situation or character
- 12. The News Release • And 1 ‘H’, i.e.: – How – identify things to help clarify or explain the Why • How much? • How many? • How long?
- 13. The News Release • First paragraph (‘lead’) includes the important info • Info less important in subsequent paragraphs • Include ‘lively’ quotation from organization (pertinent) • Be concise, precise • Be objective in voice (avoid opinion / subjective statements)
- 14. The News Release • Target the publics you hope will read the message • Target the specific media that reaches those publics • Target the reporters in the specific media that reaches those publics (education, health, sports etc) • A bias to ‘crisis’ stories (24-hour cycle); you must interpret/pitch it in a way to make it seem relevant
Editor's Notes
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.