Announcement straight news making an Announcement Feature combo info entertainment Hybrid combo of Feature Announcement Similar to the news releases Social media webbased Media advisories ID: 590476
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Slide1
Styles of news releases
Announcement (straight news, making an Announcement)
Feature (combo info + entertainment)
Hybrid (combo of Feature
+ Announcement )Slide2
Similar to the news releases
Social media (web-based)
Media advisories (
b
reaking news)
Pitches (exclusives to particular journalists)Slide3
Traditional (paper) heading
On organization’s stationery with letterhead
News Release
in BF (block left)
Double spaced
Continues with FOR IMMEDIATE RELEASE, next line date
Continues with FOR
MORE INFORMATION, horizontal align
End with centered ‘###’ or ‘-30-’Slide4
Traditional (paper) format
Double-space the text
Fewer than two pages (preferably one)
If more than one page, type ‘-more-’ at bottom
o
f first page
If more than
one, condensed head with page number upper right cornerSlide5
Traditional (paper) format
Organization Letterhead
News Release
FOR
IMMEDIATE
RELEASE
FOR MORE INFORMATION
:
Nov. 20, 2012
Catherine Jones
Public Relations Director
(
555) 123–4567
cjones
@xyz.org
Circle
City Red Cross schedules downtown blood driveSlide6
Traditional (paper) format
HAMDEN, CT—
The
Connecticut Board
of Regents has named Edward
Ballyhoo the
new president of
Quinnipiac University
. Ballyhoo
,
formerly vice-provost of Weslaco College in Milwaukee, will begin his new duties
March
18, said Regents Director Roberta Kramer.
Ballyhoo ,
54, served as vice-provost at Weslaco College for seven years. Before that, he was the Burnett Distinguished Professor of Biochemistry at
Cortland University
in Portland, Tenn. He earned his Ph.D. in biochemistry from Madrid University in 1986.
Ballyhoo will be sworn in on Sept
.
18 at
the Student Union.
“
I'm both honored and challenged to assume the presidency of Quinnipiac
University
,” Ballyhoo
said
. “I pledge to do my best for Quinnipiac
.
”
Ballyhoo
succeeds
Richard Warner, who retired Sept. 1.
#
##Slide7
Traditional (paper) content
First sentence usually includes the 5 Ws, i.e.:
Who
– identify key people
accurately
and early on
What
– be specific with only relevant details; it’s not just red wine, it’s a young Italian red wine
When
–
check dates, ensure that you need/do not need date in the past or in the future
Where
– a setting, such as a venue, a city, an address (Park Avenue)
Why
– try to clarify or understand the situation or characterSlide8
Traditional (paper) content
And 1 ‘H’, i.e.:
How
– identify things to help clarify or explain the Why
How much?
How many?
How long?Slide9
Traditional (paper) content
First paragraph (‘lead’) includes the important info
Info less important in subsequent paragraphs
Include ‘lively’ quotation from organization (pertinent)
Be concise, precise
Be objective in voice (avoid opinion / subjective statements)Slide10
Where to Place News Releases?
Target the publics you hope will read the message
Target the specific media that reaches those publics
Target the
reporters in the specific
media that reaches
those publics (education, health, sports etc)
A bias to ‘crisis’ stories (24-hour cycle); you must interpret/pitch it in a way
to
make it seem relevant