The document provides guidance on writing effective news releases, including what a news release is, why organizations should use them, how to write them, when to use them, and where to distribute them. It defines a news release, explains that the goal is to attract media attention, and outlines the key elements that media expect to find in a well-written release. It also provides tips for developing headlines and leads, writing in an inverted pyramid style, and determining when and where to distribute the completed release.

1. Writing An Effective News Release November 2, 2011

2. Agenda What It Is Why We Need Them How to Write Them When to Use Them Where to Use Them

3. What? “ A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy.” - Wikipedia The goal - attract attention to a company or organization

4. Why? Gold Standard - it’s what media expect All the basics in one place, making it easy for the media to do their job When media ask for “additional information,” you’re ready Delivers key messages the way you want them Helps internally as well Helps get all your information organized in one place

5. Template FOR IMMEDIATE RELEASE Media contact information — name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person Headline — used to grab the attention of journalists and briefly summarize the news. Dateline — contains the release date and usually the originating city of the press release. Introduction/Lede — first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why Body Further explanation Benefits – why your product or service is unique Statistics Background Other details relevant to the news. Quotes Boilerplate — generally a short "about" section, providing independent background on the issuing company, organization, or individual. Close —“###" is often used to indicate the release has ended. In other countries, other means of indicating the end of the release may be used, such as the text "ends".

6. Before You Begin What does the reader of your press release need to know? What will this news mean to the average reader of the release or media story? Is a news release the best way to send this information? Do you need to gather more information or interview anyone?

7. Headlines & Ledes Work a local angle Tie into current events or holidays Focus on the unusual Tie to a trend or research Be creative!

8. Acquisition Lifts Balloon Advertising Company to Southeast’s Largest GAINESVILLE, Ga. — The legions of Godzillas, King-Kongs and giant two-headed aliens just got bigger. Advertising Innovations, a promotions company specializing in mega-balloon inflatables, has announced its acquisition of Rooftop Balloons Advertising of Marietta, Ga. Together, the two operations pump up in size to become the largest on-site balloon advertising firm in the Southeast and among the top in the United States. “ You can’t miss seeing our giant balloons — and now, I guess you can say the same goes for our company,” said W. Don Hall, chief executive officer of Jones & Hall Ventures, the parent company for Advertising Innovations.

9. Writing Write in inverted pyramid style First paragraph should answer the 5Ws Be brief and to the point Avoid jargon, buzzwords Use realistic quotes Be timely Write in the third person Provide numbers, statistics whenever you can Answer why Use your SEO words – within reason Avoid being too salesy – press releases are not ads

10. When? Events Promotions Awards New products New services Sales and financial data Accomplishments

11. Where? Send to the media Post to your Web site/newsroom (RSS feed?) Link on Facebook Link on Twitter Post to Linked In Send internally (board, staff) Link to articles that are published as a result Send via the wire (helps with SEO)

12. For more information Tiffany Townsend Fessler Morton Vardeman & Carlson 770-536-8921 [email_address] www.linkedin.com/tiffanyfessler www.twitter.com/tfessler Skype: tfessler