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PR Midterm part 3

Content covering section 2G to 2J

TermDefinition
News release A document that conveys newsworthy information about the organization to the news media.
Journalists and bloggers agree that a newsworthy story has at least one (or more) of the following elements: 1. Timeliness (new info) 2. Impact (story affects readers, viewers, listeners) 3. Uniqueness 4. Conflict (involves a clash) 5. Proximity (events close to the audience) 6. Celebrity (involves famous person)
Traditional news releases are... "Ready to publish" news stories written in hopes of journalists taking the information and broadcasting it
Difference between a news release and a journalist's news story is... Perspective; a news release is written from the perspective of the org, emphasizing the org's values and important info. It must still be complete, fair, and objective.
A news release is often called a press release, but.. this term is outdated bc most news releases come from online sources. Also, most journalists will not publish your news release verbatim.
Three main types of news releases exist 1. Announcement (straight news story) 2. Feature story (combo of info and entertainment) 3. Promotional (mostly for blogs and newsletters)
Two documents similar to news releases 1. Media advisory (quick facts on breaking news story) 2. Pitches (exclusive offers of stories to particular journalists)
The audience of a traditional news release is.. A journalist. They like conciseness, specifics, reputable sources, objective facts, honesty/candor.
Surveys show that journalists.. Prefer email delivery of news releases. 90% of journalists still find news releases valuable.
Key to success with news release Should only contain newsworthy information; should not be disguised as an ad. A good news release has a local angle; journalists read it and find info relevant to the readers.
Format/design of email 90% of journalists prefer getting news releases as emails. They dislike attachments; embedded images or links are best. Email news releases usually have templates that include an organizational letterhead.
Format/design of PDF/paper Often exist in a digital newsroom (website) and on flash drives. Should be on your org's stationery. Use letterhead stationery (with the org logo)
Headings and contact info of email Subject line comes first with key fact. Has fewer headlines; beforeheadline, type "for immediate release." Include "for more information" below the story.
Headings and contact info for PDF/paper Type "news release" in bold if it is not specified. Heading will include "for immediate release" and another that says "for more info" with contact information to follow.
Headline and text of email/PDF Newspaper style headlines; boldfaced. Keep it short. Single-space the news release text. Include a blank line between paragraphs. Do not double space. Keep the news release under 2 pages.
Format traditions of email Type -30- or ### to signal the end of the release. Include a blank line between the text/symbol and links at the bottom for users to subscribe.
Format traditions of PDF/paper If news release is longer than a page, type "-more-" or "-over-" at the bottom. Place a condensed version of the headline (a slug) and a page number beginning on the second page. Under the last line of the news release put "-30-" or "###"
What info is newsworthy? - timely info that affects the audience - timely info that is unusual or exceptional - timely info about a well-known person or org - journalists like new, interesting and useful info
The subject line Very important; 80% of journalists will not open an email that does not quickly promise new, relevant news.
The headline Written in present tense as a mostly complete sentence. In newspaper style. Sometimes future tense is required. A good headline includes local interest and summarizes the story's main point
The dateline The text of a traditional news release begins with a dateline in capital letters and a dash; it gives the exact location of the story and helps establish local interest
The text Uses inverted pyramid style, with a lead. First sentence establishes local interest; includes the who, what, when, and where. You have 3 seconds to catch the attention of a journalist. Use attention-grabbing quotes.
Visuals Journalists prefer multimedia news releases, particularly with embedded photographs. Many prefer a downloadable, high-resolution image. Sometimes releases include an optional "note to the editor."
Distribution and follow-up 1. send news releases to specific journalists 2. If announcing an event do it 10 days prior 3. Pay a distribution service 4. Send 1 copy to each medium 5. Do not follow-up call; be polite if you do 6. Do not ask a journalist if they used your work!!
News release tips part one 1. Be available (phone number ready) 2. Save the date (avoid using today, yesterday, tomorrow) 3. Use said (past tense verbs) 4. Be precise and concise 5. Focus on local interest 6. Avoid promotional writing (be objective)
News release tips part two 7. Edit and review (have supervisor/client review beforehand) 8. Link (email news releases should include links) 9. Don't embargo (make news for immediate release, don't make outlets wait to publish) 10. Include a boilerplate (brief biography of org)
Promotional news release A news release that openly tries to generate excitement and media buzz about the news. It uses promotional writing, which is a no-no in announcement news releases which deliver objective writing.
The audience for a promotional news release They are not mainstream; they are usually bloggers and social media influencers. Also includes editors of digital newsletters focused on well-defined areas like music, TV, movies, video games.
Promotional news releases are multimedia They contain words, links, images, and sometimes videos.
Promotional news releases tend to use 3 types of media for distribution: 1. An org's digital newsroom 2. News release distribution companies 3. Emails to logical recipients, such as entertainment bloggers
Key to success with promotional news releases A promotional news release tells a multimedia, newsworthy story (that often includes visuals and the basics of who, what, when, where, why, and how) in an entertaining, subjective voice
Format/design of promotional news release Usually begins with a headline and a large image; singled-spaced, with additional images or links throughout. Often 4-8 short paragraphs. Social media icons often appear at the bottom
Content and organization of promotional news release Mostly deliver basic info (who, what, when, where, why, how) in an informal, chatty tone. The content is goal-oriented. A voice book can be used (adjectives to describe the tone of the release)
Promotional news releases usually contain (part one) 1. For email promos, an attention-grabbing subject line 2. An attention-grabbing headline 3. An optional subheadline, sometimes with exclamation point 4. A large, attention-grabbing HQ image 5. A byline, sometimes with link to author info
Promotional news releases usually contain (part two) 6. The date and sometimes the time 7. An attention-grabbing lead paragraph 8. Details about the product with links 9. Quotation(s) 10. Additional image(s) or vids 11. A closing call to action
Some promo news releases may include.. A boilerplate with organizational info and social media icons that allow viewers to share the release on social media
Promotional news releases follow the inverted pyramid. False; often the headline includes an attention grabber that may not be the most important info. The conclusion is usually a call to action or a closing joke/memorable quote.
Promotional news releases often lack the "###" at the end True.
Promotional news release tips: 1. Be excited (use exclamation points, sometimes even in the headline) 2. Be subjective (call your org a "leader," can be biased) 3. Don't go too far (exaggerate but do not overly stretch the truth) 4. Know your medium (write for the web)
Created by: FaithMcBaith
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