How To Create A News Release

60 %
40 %
Information about How To Create A News Release

Published on July 30, 2008

Author: Brett509



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

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

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 Want to learn more? Visit

Add a comment

Related presentations

Related pages

Create News | Press Release Distribution

Full service account support from your own designated publicity team; A fully optimized, professionally written press release; Instant coverage on top news ...
Read more

How to Write a Press Release (with Free Sample) - wikiHow

How to Write a Press Release. ... News release headlines should have a ... The simplest method to create the press release headline is to extract the most ...
Read more

How To Create A Modern Press Release - SitePoint

Press Releases. A press release or news release is an official statement sent to media outlets providing detailed information about an event the company ...
Read more

Press Release Archives -

ABOUT The Center for Responsible Enterprise And Trade ( is a non-governmental organization (NGO) helping companies around the globe ...
Read more

Press Release Template - HubSpot Blog Homepage

Get a free press release template and learn ... so that's where the press release (or news ... Create content to craft your own story and use ...
Read more

Create Publicity with News Releases | PRWeb

We make it easy for you to create publicity with news releases by ... We make it easy for you to create a fully interactive news release by adding ...
Read more

How to Create a New Press Release | SharePoint | Babson ...

Navigate to the Babson Announcements subsite where you want to add a press release, Home > News & Events > Babson Announcements.
Read more

How To Write a Press Release, with Examples - CBS News

A press release is the quickest and easiest way to get free publicity. ... CBS News App for Android ® for ...
Read more

Online Press Release Distribution Service | PRWeb

Press release distribution helps you create ... An online news release can improve your chances of being ... Get Big Publicity with a PRWeb Press Release.
Read more

Writing and Formatting Tips for News Releases - iReach

Here are some tips to keep in mind when writing and distributing your press release. ... announce a general news item to create interest and earn exposure ...
Read more