the press release
DESCRIPTION
TRANSCRIPT
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
What is the News Release
“A tool used by PR professionals to
convey a particular message about a
product, service, person,organization
or event to the news media.”
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Types of Releases
• Announcement release
• Spot announcement
• Reaction release
• Bad news release
• Hometown release
• Feature release
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Who Gets Them ?
• Written for a
target audience
• Addressed to news
organizations
• Editors or
reporters
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
What Do They Do ?
• Put information in the hands of the media
•Promote a message
•Provides contact information to reporters
•Draw attention of news outlets
•Establishes framework for conversation
•Save reporters time, energy, money
•Position an org as an authority on a subject
•Inform public
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Elements of a Release
NEWSWORTHINESS
Timeliness
Magnitude
Impact
Human Interest
Celebrity
Proximity
Novelty
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Hook ‘Em
• Joint project
• Issue a report
• Daily news event
• Interview
• Analysis or prediction
• Appointment announcement
• Anniversary
• Award
• Releasing a testimonial
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Hook ‘Em Continued
• Staging a special event
• Controversy stance
• Merger or acquisition
• Closing
• Conducting a contest
• Appearing in public
• Apology
• New product/service launch
• opening
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Cons of Releases
• May not be targeted
• Not newsworthy enough
• Unreliable/ not credible
• Timeliness
• Out of date info
• Should supply answers
• Needs to fit media format
• Dying
• Over used
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Style
• Inverted pyramid
• Short paragraphs
• 1. Most important info
• 2. Secondary info
• 3. Elaboration
• 4. Related but not critical
• Concise headline
• Subhead used as a supplement
• Lead: 5 W’s and H
• Feature 2 different quotes
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Leads
Good:Energy Focus Unveils System to Convert Parking Garages to Efficient LED Lighting
High-output, low-cost breakthrough technology uses 50 percent less energy than traditional fluorescent lighting
Bad:
Energy Focus, Inc. Announces New Line of Energy Efficient LED Parking Garage Fixtures for Existing Buildings.
EFOI’s LED linear Parking Garage fixtures offers an easy retrofit solution for existing buildings.
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Practice
Write a lead for this scenario:
An local men’s clothing boutique will
launch a new line of organic shirts.
Strut Boutique Unveils New Shirt Line
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Leads
• Must DRAW YOU IN
• Plain English
• Optimized for search engines
• Max 12 words (60-80 characters)
• Future tense:
Announces
Launches
Opens
Sponsors
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Format
• Letterhead
• Name, logo, contact info, address
• NEWS RELEASE “For Immediate Release”
• Headline centered, ALL CAPS
• Subhead is Upper, lower and italicized, also centered
• Body is left justified, double spaced
• Dateline (city and state) is first
• 12 pt, Times New Roman
• Quotes off-set from body
• “quote,” said Executive Director, John Smith.
• Page slug: “more” -2- or #### commonplace
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Press Release Faux Pas
• “We’re pleased to announce.”
• No jargon
• Words to avoid: excited! leading,
unique,amazing
• Using ALL CAPS
• Direct approach (you, your, you’ll)
• Using large attachments
• Spelling mistakes
• Lose Inc. or LLC.
• Watch needless words
• NO announces
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
SEO
• Headline is most important
• Use keywords throughout
• Test different heads and subheads
• Two links per 500 words
• Include website and social networks
• First 300 words for SERP
COMM 2337
The News
Release
Class 8
Fall 2011
@AndreaGenevieve
Other PR Pieces
• Annual report
• Audio News Release
• Video News release
• Social Media News Release
• Media Alert
• Photo opportunity
• Public Service Announcement
•Speeches
•Communication Audits
•Newsletters
•Media Tours
•Press Conference
•Media Kits/Press Rooms
•Announcements