Press release

1. PRESS RELEASE

2.  A press release is a written statement to the media. It can
announce a range of news items, including scheduled events,
personal promotions, awards, new products and services,
sales accompl ishments, etc. It can also be used to generate a
feature story.
PRESS RELEASE

3. PRESS RELEASE
 The use of press releases is common in the field of public
relations (PR) .
 Typically, they are mailed, faxed, or e-mailed to
assignment editors and journalists at newspapers, magazines,
radio stations, television stations or television networks.

4. PRESS RELEASE
 A press release provides repor ters with an information
subsidy containing the basics needed to develop a news story.

5. PRESS RELEASE
 Repor ters are more l ikely to consider a story idea if they first
receive a press release. It is a fundamental tool of PR work,
one that anyone who's wi l l ing to use the proper format can
use.

6. PRESS RELEASE
 A press release is a shor t, concise and compelling news story
written by a publ ic relations professional for the purpose of
piquing the interest of a journal ist or publication and later
gaining a free publ icity.

7. EXAMPLES OF PRESS RELEASES
 A company opens a local branch, bringing new jobs
 A non-profit organization sponsors a nationwide service
project
 An author publishes a new book on a hotly debated topic
 University scientists announce study results
 A theater group per forms its new play
 An automotive manufacturer announces a new model with
high-tech features
INCLUDE:

8. CHARACTERISTICS OF AN
EFFECTIVE PRESS RELEASE
 An ef fective press release involves developing a story idea
that's unique, timely and newswor thy.
 Several factors can make a story newswor thy. Timeliness is
the most impor tant, or else the story wouldn't be "news."

9. CHARACTERISTICS OF AN
EFFECTIVE PRESS RELEASE
 Also impor tant are the prominence of the people or
organization featured in the story, the physical proximity of
the story to the intended audience and the "human-interest"
angle.

10. CHARACTERISTICS OF AN
EFFECTIVE PRESS RELEASE
 Human- interest stories are emotional in content and
frequently feature kids, the elderly, animals and charitable
institutions.

11. CHARACTERISTICS OF AN
EFFECTIVE PRESS RELEASE
 A press release should read l ike a news story, written in third-person,
citing quotes and sources and containing standard
press release information.

12. CHARACTERISTICS OF AN
EFFECTIVE PRESS RELEASE
 Although a press release is a public relations tool , it should
not read as overly promotional. I f it sounds too much l ike a
sales pitch, it wi l l lose credibil ity in the eyes of the journalist.

13. VIDEO RELEASE
 Video news release (VNR) is a video segment created by
public relations firms, corporations, lobbying groups, or
g ove rnment a g e nc ies to p re s ent a c l i e nt ’ s me s s age t h ro u g h
news broadcasting. It is typically a 90 second video, which
includes extra bits of audio and video to mimic the tone and
visual characteristics of a news story. It is the TV version of
the press-release.

14. VIDEO RELEASE
 They are provided to television newsrooms to shape public
opinion, promote commercial products and
services, publ icize individuals, or suppor t other interests.

15. VIDEO RELEASE
 News producers may air VNRs, in whole or in par t, at their
discretion or incorporate them into news repor ts if they
contain information appropriate to a story or of interest to
viewers.

16. VIDEO RELEASE
 Most VNRs feature a professional news repor ter, someone
with on-air news experience, or an actor. VNRs also of ten
include interviews with exper ts (who of ten have legitimate, if
biased, exper tise) ; so cal led "man on the street" interviews
with "average" people; and pictures of celebrities, products,
service demonstrations, corporate logos and the l ike, where
applicable.

17. VIDEO RELEASE
 In some cases the "man on the street" segments feature
persons randomly selected and interviewed spontaneously,
and in other cases actors are hired and directed by VNR
producers to del iver carefully scripted comments. In addition,
regardless of whether real people or professional actors
appear, VNR producers and directors, just l ike journal ists,
have complete discretion to excerpt and edit these
"interviews" into 'sound bites' that help make the point they
are trying to make.

18. AUDIO RELEASE
 An audio news release (ANR) is a 60-second release that
includes a sound bite from your spokesperson that is
approximately 20-seconds in length. The release is pitched
and fed to interested stations and networks over the phone.