1. Press releases W1A Party of Cultures

2. A press release should • Be newsworthy. Criteria: • Different • Current • From an interesting/valid sender • Depends on amount of news • Distance (closer = better) • Impact

3. Assignment • Find examples of press releases • Check criteria • Evaluate press release using these criteria

4. Note • An article will be more newsworthy if… • You find/use the right medium • ??? • Question to you: • Explain this note in your own words.

5. Another note • A press release is not for: • Commercial ends • Advertisements. • Questions to you: • When is it permitted to write about a new product in a press release?

6. Writing a press release • Who • What • Where • When • Why • How • A press release should deal with these questions.

7. Wh-questions • Determine which question(s) are the most important • Answer them in the first paragraph

8. The lead • Is the beginning • Contains the most important news • Is interesting

9. The lead • Contains one subject only • Avoid using the passive form • Avoidsubordinate clauses • Use a neutral tone of voice • Avoid words that have a negative connotation • Should be short (5 lines) • Mention sources

10. Information • Collecting • Selecting (what is relevant, what isn’t?) • Ordering (what goes where?) • The most important first • The least important last • Assignment: • Look at your examples again. Discuss lead and order of information.

11. Headings • Short summary of subject • Arrest attention • Has the right length • No more than 30 positions • If necessary, use two lines. • Avoid using too many adjectives and adverbs like ‘good, beautiful, the best’.

12. Lay out • Sender • PRESS RELEASE • Date • Heading • Place • Lead • Text • White space • Headings

13. Lay-out continued • Page numbers • END OF PRESS RELEASE • Background information on company • ‘note for the editor’ • Telephone number of person they can call (any time) • Enclosures • Examples: • www.anwb.nl • www.abnamro.nl

14. Where do I send my press release to? • ANP • APS • Handboek voor Nederlandse Pers en Publiciteit (www.nijgh.nl/media) • For the attention of…

15. About timing! • How much news is being ‘on offer’? • Do you stand a chance? • Try for Monday • Send on Friday or Saturday • Have your message delivered in the morning

16. Note • Don’t send any photographs, charts etc. • Papers will send their own reporters • They will phone and ask for information • Exception: • Local media

17. Aftercare • Make sure they can phone you! • Contact: • Knows the press release • Is authorized to answer questions • Will answer phone any time