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Catch and ReleaseThe art of the successful News Release
What Is A News Release?What Is A News Release?
NEWSNEWS Mini articleMini article
• Build interest for more informationBuild interest for more information• Ready to print in smaller publicationsReady to print in smaller publications
Basic factsBasic facts• WhoWho• WhatWhat• WhenWhen• WhereWhere• WhyWhy
Release vs. AdvisoryRelease vs. Advisory
The BasicsThe Basics
Contact Person(s)Contact Person(s) Headline/SubheadHeadline/Subhead DatelineDateline LeadLead BodyBody
HeadlineHeadline
Distill the news and its significanceDistill the news and its significance Answer the question: Answer the question:
““What is the one thing readers must What is the one thing readers must remember?”remember?”
Use action verbsUse action verbs
DatelineDateline
The dateline notes where the news The dateline notes where the news originatesoriginates• General format: Redwood City, CA- General format: Redwood City, CA- • News announced at an event takes News announced at an event takes
the event location datelinethe event location dateline
LeadLead
Simple, Single and SuccinctSimple, Single and Succinct• One lineOne line• If it won’t fit on the back of a business If it won’t fit on the back of a business
card, it’s too long.card, it’s too long.
BodyBody
Expands on lead, clarifying details Expands on lead, clarifying details in order of importancein order of importance
Answer the 5 WsAnswer the 5 Ws Use quotes to support the main Use quotes to support the main
messagemessage
The Mechanics: DOsThe Mechanics: DOs
Use press release letterhead/formUse press release letterhead/form Develop a consistent Develop a consistent
template/policytemplate/policy 1-2 pages maximum1-2 pages maximum Provide all contact informationProvide all contact information Put Put “– more –”“– more –” at the bottom of at the bottom of
continuing pages.continuing pages. End the release with End the release with “# # #”“# # #”
The Mechanics: DON’TsThe Mechanics: DON’Ts
DON’T USE ALL CAPS.DON’T USE ALL CAPS. Don’t write in single spaceDon’t write in single space Don’t use wordy and passive Don’t use wordy and passive
sentencessentences Don’t use “social service-ese” Don’t use “social service-ese”
jargonjargon Don’t use acronyms Don’t use acronyms (whenever (whenever
possible)possible)
Reporters are NOT publicists.Reporters are NOT publicists.
Stories that “people” can relate to Stories that “people” can relate to and that make them want to read and that make them want to read moremore• CompellingCompelling• Human InterestHuman Interest• Local angleLocal angle
Facts and statisticsFacts and statistics
Give them what they want:Give them what they want:
Building Press RelationsBuilding Press Relations
Know which journalists cover your Know which journalists cover your beatbeat
Meet the journalists’ deadlinesMeet the journalists’ deadlines• Broadcast vs. Daily vs. weekly Broadcast vs. Daily vs. weekly
publicationspublications Deliver clear, concise messagesDeliver clear, concise messages
Develop a Press ListDevelop a Press List
Research the media sources Research the media sources Create a databaseCreate a database Organize sources by type of mediaOrganize sources by type of media Include deadline informationInclude deadline information Keep personal notes on contact Keep personal notes on contact
people people Revise the press list regularlyRevise the press list regularly
Who Is the Target Audience?Who Is the Target Audience?
Who should know?Who should know? Who will be effected?Who will be effected? Who will be interested?Who will be interested? What are the target’s What are the target’s
demographics?demographics?
Frame the message to attract the target audience
Send It OutSend It Out
FaxFax• Mass fax groupsMass fax groups
E-mailE-mail• Recipient groupsRecipient groups• Blind CopyBlind Copy• Attachment or Text bodyAttachment or Text body
Link to News Release in E-mail to reporters.
ContactsContacts
Jennie Hwang Loft, County of San Jennie Hwang Loft, County of San Mateo Human Services Agency, Mateo Human Services Agency, 650-802-6433, 650-802-6433, [email protected]@smchsa.org
Sylvia Soublet, Alameda County Sylvia Soublet, Alameda County Social Services Agency, Social Services Agency, 510-267-9434, 510-267-9434, [email protected]@acgov.org