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Fall 2015 News Release

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DanFarkasOUClasses

News Release

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#OUJ3700 News Release
News release why write one? • It can be cost effective. • News articles impact purchasing decisions and enhance SEO. • Third party endorsements are a big deal. In some cases, a really big deal.
THREE TYPES OF NEWS RELEASES • Announcements •Personnel •Product •Financial • Spot announcements: Response to problems that you didn’t cause. We have to close school because of snow.
THREE TYPES OF NEWS RELEASES • Reaction: When an event or situation impacts the organization. •Bad news: Comment, don’t cover up bad news. •Local news: Localized news gets covered more often
PARTS OF A TRADITIONAL NEWS RELEASE: STEPS 1 & 2 1. Letterhead: Print the first page on organization letterhead 2. Contacts: Please add relevant PR contact information.
PARTS OF A TRADITIONAL STEP 3 3. Headline •Factual •Active present tense •Devoid of hype •Most important information first
PARTS OF A TRADITIONAL NEWS RELEASE: STEP 4 4. Dateline •City of origin •Date •Is this for immediate release or “embargoed”?
PARTS OF A TRADITIONAL NEWS RELEASE: STEP 5 5. Lede or Lead • Most important paragraph. It lays the foundation, draws in the reader and sells the story. • Summary Lead • Most important item first. • Think about your commitment statement. • Think about why a viewer or gatekeeper would care.
PARTS OF A TRADITIONAL NEWS RELEASE: STEP 6 Inverted Pyramid Diamond
PARTS OF A TRADITIONAL NEWS RELEASE: STEP 7 7. Boilerplate/Tag: A brief paragraph explaining who the organization is and what it’s all about. •Include a short, clear description. •You can work off a company’s mission statement. Don’t use if verbatim. •If you win awards, let people know. •Let people know where they can learn more and continue the conversation.
WHAT ABOUT QUOTES? • Use them. • Quotes should have adjectives and emotion. • Know the process of quote approval.
Things not traditional, and you should bring them to the table • Tagged photos. • Tagged video, ideally through your YouTube channel. • Suggested tweets and Facebook posts. • Suggested Instagram or Pinterest messaging . • Ideally, a reporter shouldn’t have to lift a finger to create content from your news release.

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Fall 2015 News Release

  • 2. News release why write one? • It can be cost effective. • News articles impact purchasing decisions and enhance SEO. • Third party endorsements are a big deal. In some cases, a really big deal.
  • 3. THREE TYPES OF NEWS RELEASES • Announcements •Personnel •Product •Financial • Spot announcements: Response to problems that you didn’t cause. We have to close school because of snow.
  • 4. THREE TYPES OF NEWS RELEASES • Reaction: When an event or situation impacts the organization. •Bad news: Comment, don’t cover up bad news. •Local news: Localized news gets covered more often
  • 5. PARTS OF A TRADITIONAL NEWS RELEASE: STEPS 1 & 2 1. Letterhead: Print the first page on organization letterhead 2. Contacts: Please add relevant PR contact information.
  • 6. PARTS OF A TRADITIONAL STEP 3 3. Headline •Factual •Active present tense •Devoid of hype •Most important information first
  • 7. PARTS OF A TRADITIONAL NEWS RELEASE: STEP 4 4. Dateline •City of origin •Date •Is this for immediate release or “embargoed”?
  • 8. PARTS OF A TRADITIONAL NEWS RELEASE: STEP 5 5. Lede or Lead • Most important paragraph. It lays the foundation, draws in the reader and sells the story. • Summary Lead • Most important item first. • Think about your commitment statement. • Think about why a viewer or gatekeeper would care.
  • 9. PARTS OF A TRADITIONAL NEWS RELEASE: STEP 6 Inverted Pyramid Diamond
  • 10. PARTS OF A TRADITIONAL NEWS RELEASE: STEP 7 7. Boilerplate/Tag: A brief paragraph explaining who the organization is and what it’s all about. •Include a short, clear description. •You can work off a company’s mission statement. Don’t use if verbatim. •If you win awards, let people know. •Let people know where they can learn more and continue the conversation.
  • 11. WHAT ABOUT QUOTES? • Use them. • Quotes should have adjectives and emotion. • Know the process of quote approval.
  • 12. Things not traditional, and you should bring them to the table • Tagged photos. • Tagged video, ideally through your YouTube channel. • Suggested tweets and Facebook posts. • Suggested Instagram or Pinterest messaging . • Ideally, a reporter shouldn’t have to lift a finger to create content from your news release.