How To Create A News Release

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Information about How To Create A News Release
Education

Published on July 30, 2008

Author: Brett509

Source: slideshare.net

Description

This lecture focuses on the creation of press releases in public relations.

News Releases Chapter 5

Clutter Reporters and editors are inundated with press releases Most are never used

Standing Out Keep it clean Keep it relevant Keep it timely

Planning the Release What is the “news” value? Who is it designed to reach? What is the “messaging/talking point” that your client wants to get across? What is the objective of the release?

AP Style Press releases should follow the AP style standard  This is the same standard used by journalists

Format Traditional news releases have:  Letterhead  Contacts  Headline  Dateline  Lead Paragraph  Body of text  (optional) Boilerplate info

Letterhead The first page is usually on company letterhead Includes logo If you don’t have letterhead, use a larger font to visually communicate the source behind the release

Letterhead Put the words “News Release” or something similar near the top Optional: “For Immediate Release”

Contacts The contact info for the company and PR person should be after the letterhead Contact: Brett Atwood Global PR 509/335-0113 batwood@wsu.edu

Headline Usually brief and in bold Larger font than text of release  Usually 14- or 16-point type Optional: Subhead with more details  Subhead is not bolded

Dateline Appears at the start of the lead paragraph Includes place and date Examples: New York, NY – (Sept. 7, 2006) – The text of the story begins here. Etc. Etc. Etc. WASHINGTON, July 17 – This product is the best thing ever! Etc. Etc. Etc.

Types of News Releases Hard News Release  No-nonsense summary lead  Summarizes the “news” value Feature News Release  Less time-sensitive  Might have a more creative lead

Example: Hard News Lead SANTA CLARA, Calif. -- March 22, 2000 -- As part of their continuing efforts to develop innovative and integrated marketing solutions, Pepsi-Cola Company (NYSE: PEP) and Yahoo! Inc. (Nasdaq: YHOO), today announced a joint online and offline promotional program, Pepsi Stuff.com.

Example: Feature Lead Brussels/Berlin, 10 April 2003 – Sony’s AIBO, the world’s favourite four-legged entertainment robot, is about to become a wow! on the dance floor thanks to “AIBO Dancer”, an exciting new software application. Based on Sony’s Memory Stick technology, it enables AIBO to dance in time to pop music.

Body of Text Most important info is high in the release Quote from a credible executive in second or third paragraph Background material is usually in the second or third paragraph

Tips for Success Keep the headline under 70 characters (8-10 words) Keep the opening paragraph short (25 words or less) Overall length is usually no more than 400 words Get a high-level, credible exec for your quote (if appropriate)

Social Media Press Releases Many press releases are now hosted/distributed online Optimize your release for social media sharing and keyword indexing  SEO = Search Engine Optimization  SMO = Social Media Optimization

Crowdcircles.com Want to learn more? Visit Crowdcircles.com

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