Catch and ReleaseThe art of the successful News Release

What Is A News Release?What Is A News Release?

NEWSNEWS Mini articleMini article

• Build interest for more informationBuild interest for more information• Ready to print in smaller publicationsReady to print in smaller publications

Basic factsBasic facts• WhoWho• WhatWhat• WhenWhen• WhereWhere• WhyWhy

Release vs. AdvisoryRelease vs. Advisory

The BasicsThe Basics

Contact Person(s)Contact Person(s) Headline/SubheadHeadline/Subhead DatelineDateline LeadLead BodyBody

HeadlineHeadline

Distill the news and its significanceDistill the news and its significance Answer the question: Answer the question:

““What is the one thing readers must What is the one thing readers must remember?”remember?”

Use action verbsUse action verbs

DatelineDateline

The dateline notes where the news The dateline notes where the news originatesoriginates• General format: Redwood City, CA- General format: Redwood City, CA- • News announced at an event takes News announced at an event takes

the event location datelinethe event location dateline

LeadLead

Simple, Single and SuccinctSimple, Single and Succinct• One lineOne line• If it won’t fit on the back of a business If it won’t fit on the back of a business

card, it’s too long.card, it’s too long.

BodyBody

Expands on lead, clarifying details Expands on lead, clarifying details in order of importancein order of importance

Answer the 5 WsAnswer the 5 Ws Use quotes to support the main Use quotes to support the main

messagemessage

The Mechanics: DOsThe Mechanics: DOs

Use press release letterhead/formUse press release letterhead/form Develop a consistent Develop a consistent

template/policytemplate/policy 1-2 pages maximum1-2 pages maximum Provide all contact informationProvide all contact information Put Put “– more –”“– more –” at the bottom of at the bottom of

continuing pages.continuing pages. End the release with End the release with “# # #”“# # #”

The Mechanics: DON’TsThe Mechanics: DON’Ts

DON’T USE ALL CAPS.DON’T USE ALL CAPS. Don’t write in single spaceDon’t write in single space Don’t use wordy and passive Don’t use wordy and passive

sentencessentences Don’t use “social service-ese” Don’t use “social service-ese”

jargonjargon Don’t use acronyms Don’t use acronyms (whenever (whenever

possible)possible)

Reporters are NOT publicists.Reporters are NOT publicists.

Stories that “people” can relate to Stories that “people” can relate to and that make them want to read and that make them want to read moremore• CompellingCompelling• Human InterestHuman Interest• Local angleLocal angle

Facts and statisticsFacts and statistics

Give them what they want:Give them what they want:

Building Press RelationsBuilding Press Relations

Know which journalists cover your Know which journalists cover your beatbeat

Meet the journalists’ deadlinesMeet the journalists’ deadlines• Broadcast vs. Daily vs. weekly Broadcast vs. Daily vs. weekly

publicationspublications Deliver clear, concise messagesDeliver clear, concise messages

Develop a Press ListDevelop a Press List

Research the media sources Research the media sources Create a databaseCreate a database Organize sources by type of mediaOrganize sources by type of media Include deadline informationInclude deadline information Keep personal notes on contact Keep personal notes on contact

people people Revise the press list regularlyRevise the press list regularly

Who Is the Target Audience?Who Is the Target Audience?

Who should know?Who should know? Who will be effected?Who will be effected? Who will be interested?Who will be interested? What are the target’s What are the target’s

demographics?demographics?

Frame the message to attract the target audience

Send It OutSend It Out

FaxFax• Mass fax groupsMass fax groups

E-mailE-mail• Recipient groupsRecipient groups• Blind CopyBlind Copy• Attachment or Text bodyAttachment or Text body

Link to News Release in E-mail to reporters.

ContactsContacts

Jennie Hwang Loft, County of San Jennie Hwang Loft, County of San Mateo Human Services Agency, Mateo Human Services Agency, 650-802-6433, 650-802-6433, jloft@smchsa.orgjloft@smchsa.org

Sylvia Soublet, Alameda County Sylvia Soublet, Alameda County Social Services Agency, Social Services Agency, 510-267-9434, 510-267-9434, soublet@acgov.orgsoublet@acgov.org