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Media Relations 101

How to write effective news releases

Trish Freshwater, APR

May 20, 2009

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What is News?

Timeliness

Prominence

Proximity

Novelty

Progress

Conflict

Disaster

Consequence

Human Interest

Community

Service

Citizenship

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Types of News Releases

Announcements

Spot Announcements

Reaction Releases

Bad News

Local News/Hometowner

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News Release vs. Media Alert

News Release Media Alert

Comprehensive, detailed Brief, garners attention

Uses full prose Often contains bullet statements

Could be reproduced as an article Often serves as an invitation

Inverted pyramid writing style Provides just the basics

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Formatting a Media Alert

Natural History Museum example

Starbucks example

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Formatting a News Release

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More News Release Examples

Apple Announces iPod Shuffle

MUSC Children’s Hospital volunteers

Historic Charleston Foundation

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Content – Information to Include

Contact information for the media

Release date/dateline

Catchy headline

Who, What, When, Where, Why (and How)

Boilerplate

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Writing the Lead

Needs to get attention

Say the most important information first

Good idea to incorporate organization name

Could use statistic, interesting fact, famous quote, question, humor – something to “hook” reader

There are many types of leads

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Filling in the Details

Inverted pyramid style

Use quotes

Don’t forget important statistics/facts

Answer all questions a reader might have

For more information, please call …

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Distribution to the Media

Choose the right medium

Choose the right reporter

Never send a release to “editor” or “assignments editor”

E-mail is often preferred, but check first

Avoid attachments if possible

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Essential Tips for Success

Make sure the information is newsworthy.

Start with a brief description of the news, then distinguish who announced it, and not the other way around.

Ask yourself, “Why should anyone care?” and "How will others relate to this and will they be able to connect?"

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Essential Tips, cont.

Make sure the first 10 words of your release are effective, as they are the most important.

Avoid excessive use of adjectives and fancy language.

Deal with the facts.

Provide as much contact information as possible: individual to contact, address, phone, fax, e-mail, Web site address.

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Essential Tips, cont.

Don’t jump the gun. Make sure you have enough substance to issue a release.

Make it as easy as possible for media representatives to do their jobs.

Learn and use AP Style – www.apstylebook.com

Set realistic expectations.

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Common Writing Mistakes

1) Grammar, spelling errors

2) Writing in the first person

3) Missing contact information

4) Too much/too little content

5) Linking only to your main Web site

6) Using Gobbledygook words or jargon

7) Embedding multimedia in your press releases

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Common Distribution Mistakes

1) Failure to use BCC

2) Sending releases first thing on Monday morning

3) Failure to target releases to specific news outlets and sending to everyone

4) Sending releases to multiple editors at same news outlet

5) Following up too soon

6) Not paying attention to media deadlines

7) Being inaccessible or hesitant to provide additional information

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Online Resources

PRW http://www.press-release-writing.com/

Publicity Insider http://www.publicityinsider.com/release.asp

PR Web Direct http://www.prwebdirect.com/pressreleasetips.php

SCIWaywww.sciway.net

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Questions?

Trish Freshwater, APR

trish@trishfreshwater.com