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News Releases

News Releases . The good, bad and ugly. What is a news release?. A company uses new releases or press releases to alert the media of an announcement. News releases are written for members of the media in hopes that they will be turned They must be written clearly, concisely and accurately.

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News Releases

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  1. News Releases The good, bad and ugly

  2. What is a news release? • A company uses new releases or press releases to alert the media of an announcement. • News releases are written for members of the media in hopes that they will be turned • They must be written clearly, concisely and accurately.

  3. Format • Visual Basics • Standard, letter-size 8.5X11” paper • One-sided on company’s letterhead • Double-spaced • Wide margins • 12-point font • Contact information on top • Uncluttered and professional looking • Format must be easily emailable

  4. Press Release Examples

  5. Writing a press release • Write in inverted pyramid format • Don’t “bury” the news • Save quotes for separate paragraphs • Use facts to harden your news (e.g. statistics) • Use AP style • Keep writing organized and free of errors

  6. Pieces of a press release

  7. What makes a good release • Theoretical perspectives • Sender-receiver theory • Message salience • Mass media/PR practitioner

  8. Questions to ask before you hit send • Newsworthiness • Is the story clearly presented? • Is the release tied into anything? • Why should I believe this story matters enough to merit coverage? • What makes your story rise above mere advertising for my company? • Why should readers/editors care about my company/story?

  9. Now, think like a reporter • Do I understand the role of the reporter you are sending the release to? • Does the body of the release provide statistics? • Will the reporter call? • Will I call the reporter to follow up? • What is my role as the PR person? • What am I going to say if a reporter does call?

  10. Good Press Release= Good media coverage= raise for you!

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