1 writing news releases polly howes university of georgia
TRANSCRIPT
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Writing News Releases
Polly HowesUniversity of Georgia
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Today’s Agenda
What makes a good news release
Anatomy of a news release Critiquing news releases
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Think like a reporter!
What makes you read a newspaper story or online article?
When does a TV story catch your attention and draw you into watching and listening?
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Characteristics of News Releases
Convey newsworthy information about your organization to the news media
Written as ready-to-publish article Provide ideas, facts for journalists’
stories
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Characteristics of News Releases
News release or “press” release? Print media Broadcast media Online, Web sites
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What makes a story newsworthy
Timeliness Contains fresh, new information that’s relevant today, tomorrow
Impact Affects journalists’ readers, viewers, listeners
Uniqueness Intrigues because surprising, novel, unexpected
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What makes a story newsworthy
Change Involves major change, competition, conflict
Proximity Describe geographically close, audience-relevant information
Prominence Involves famous people, places and institutions
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Types of News Releases
Announcement (straight news story)
Feature story (combination of information and entertainment)
Hybrid story (combination of feature and news announcement)
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Successful News Releases
Audience for news release is a journalist
Good releases written as reporters would write their stories Concise Specific Reputable sources Objective facts Honest and direct
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Ineffective News Releases
Bury the news inside the release Contain hyperbole, excessive
adjectives Come across as promotional ad Written using wordy language, too
long Include unattributed opinions Offer stiff-sounding, empty quotes
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Release Format and Design Follow AP Stylebook – correct
grammar, punctuation, spelling essential!
Use your organization’s stationery with letterhead, logo for first page
Text double-spaced for releases on paper; single-spaced for e-mail, CD, Web sites
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Release Format and Design News Release under letterhead For Immediate Release and the
date of release Contact: followed by name,
department name or title, phone number and email address
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Headlines
A good headline: Follows newspaper style –
shortened sentences Summarizes the “news” Smoothly incorporates
organization, product name Includes local connection
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Headlines
Usually use present tense, which means recent past in headline language
Some headlines require future tense to announce upcoming events, actions
Examples:
Red Cross Launches New Blood DriveRed Cross to Launch New Blood Drive
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Headlines
Additional tips Use headline to capture attention Use action verbs Don’t end a line with a preposition Add detail through subheads Follow consistent style
(capitalization, bold, etc.)
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Writing Headlines
Turn this information into a strong headline
Schools in Fulton County introduced a wide variety of health and fitness initiatives to encourage healthy, active lifestyles among students of all ages.
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Dateline
Begin release with dateline
Examples:
ATLANTA, Apr. 9, 2008 – An inspection by auditors …
ATHENS, Ga., Feb. 16, 2008 – City officials announced …
DUBLIN, Ohio, Aug. 20, 2007 – Real estate values …
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Release Copy
Open with a strong lead Concisely covers the most important
elements of who, what, when, where, why, how of the story. May need second sentence to cover main points.
Includes most important information Independent of headline Keep it short (about 25 words)
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Release Copy
Organize release as inverted pyramid Most important information first Less critical information later in
release Write in short paragraphs
Often one or two sentences, max
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Release Copy
Use meaningful quotation/s Add perspective, opinion Sound natural, conversational in tone Attribute to appropriate person Use past tense for attribution
(i.e., she said)
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Quotations
Example (weak)
“The players played a really good game. I was very, very happy with the way they performed,” Mark Richt, head coach of the Georgia Bulldogs said.
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Quotations
Example (better)
“Our football team showed the kind of determination that will help make us a winner in the SEC this season,” said Mark Richt, head coach of the Georgia Bulldogs.
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Release Copy
End page with complete sentence or paragraph
Indicate release carries over to next page using -- more -- at bottom of page
Enter slug at top of new pagesPage 2/Red Cross Launches New Blood Drive
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Release Copy
Close with standard or “boiler” paragraph Brief description of organization/s
and/or product mentioned in news release
Include Web site address for more information
Indicate end of release with centered #
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Distribution
Send to specific journalists, editors by name
Use current distribution lists Send event announcements at
least 10 days before event; more lead time for magazines
Make follow-up calls selectively
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Distribution
Snail mail? E-mail? Fax?
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Evaluate News Releases
Is lead direct, to the point? Does it contain most important, interesting aspects of story?
Are sentences concise? Paragraphs short? Words common, concrete?
Quotes natural sounding? Attributed to appropriate person?
Grammar, punctuation, spelling correct?
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2 Additional Tools
Media AdvisoryFact Sheet
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Questions?