I Have a Press I Have a Press ReleaseRelease

Now What?Now What?

Paige Joyner, Maj. CAPGeorgia Wing PAO

What kind of release is What kind of release is it?it? InternalInternal

– General InterestGeneral Interest– National InterestNational Interest– Local InterestLocal Interest

ExternalExternal– General InterestGeneral Interest– National InterestNational Interest

– Local InterestLocal Interest

Who is the audience?Who is the audience?

InternalInternal– General InterestGeneral Interest– National InterestNational Interest– Local InterestLocal Interest

ExternalExternal– General InterestGeneral Interest– National InterestNational Interest– Local InterestLocal Interest

Reach the right Reach the right audience with the audience with the right message at the right message at the right time right time Chose method of distribution Chose method of distribution

based on type of information based on type of information being released being released – EmailEmail– Radio/TVRadio/TV– NewspapersNewspapers– TelephoneTelephone

Create a profile of your Create a profile of your audienceaudience Whether communicating by the Whether communicating by the

written or spoken word, it pays to written or spoken word, it pays to analyze your audience first. This analyze your audience first. This will help ensure your message is will help ensure your message is received as intended and that it received as intended and that it achieves the goals you set.achieves the goals you set.

Audience SizeAudience Size

Communicating to a larger Communicating to a larger audience usually entails a more audience usually entails a more formal style and format. formal style and format.

Smaller groups may be more Smaller groups may be more comfortable with an informal comfortable with an informal approach. approach.

Internal ? External ?Internal ? External ? Audiences that share our expertise Audiences that share our expertise

should understand the material with should understand the material with little difficulty. However, the general little difficulty. However, the general public will require additional public will require additional background information. While this background information. While this may bore some in your audience, a may bore some in your audience, a worse problem is to leave others totally worse problem is to leave others totally perplexed. Your goal is for everyone to perplexed. Your goal is for everyone to understand your message.understand your message.

Plan for audience's Plan for audience's reactionreaction The effect your message will have The effect your message will have

determines how you present your determines how you present your information. information. – Give correct details on a timely basisGive correct details on a timely basis– Gain audience’s participationGain audience’s participation

Bad NewsBad News

If you need to deliver bad news, If you need to deliver bad news, always ensure that your always ensure that your information is 100% correct, or do information is 100% correct, or do not release it.not release it.

Anticipate Anticipate and address and address questionsquestions

After crafting your message, review After crafting your message, review it for any gaps that may generate it for any gaps that may generate questions. A review from someone questions. A review from someone else may identify particular issues else may identify particular issues or questions to address. or questions to address.

Stay engaged with the mediaStay engaged with the media