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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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