[stylist] One more piece of info on releases

[Bridgit Pollpeter]

CHAPTER 10
News Releases
WHAT ARE THEY?
With the notable exception of brochures, news releases are probably the
most highly recognized of all public communication products.
Unfortunately, they are also the most misused. Daily, hundreds of news
releases with no news are distributed to the news media. As a public
communication practitioner and writer, you will write, edit, and/or
approve news releases throughout most of your career. You should know
when one is needed and how to write one well.
A news release is a communication tool used by public communication
practitioners to convey a particular message to specific news media
outlets. When news releases are properly planned, formatted, and
executed and contain genuinely newsworthy information, the media will
incorporate the information into the framework of an original news story
and disseminate it to audiences. News releases often represent the
perspective of the organization that is sending them but should present
a full and complete picture of the news they are reporting.
There are many different types of news releases. They cover information
relevant to the sponsoring organization and may relate internal or
external changes or events. It is customary for the public communication
practitioner to distribute a news release in advance of the "news." The
idea, of course, is to alert the media to a story so that they can
report on it in a timely manner. Releases are also sent to follow up on
a news item or event, offering additional information that may be
related to the organization that is disseminating it.
An announcement release highlights changes that have occurred within the
organization that may be of interest to a targeted audience.
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News such as internal promotions, upcoming or past events, fundraising
information, introduction of new products and services, new hires and
appointments, honors and awards, mergers and acquisitions, earnings, and
the like are often the primary focus of an announcement release.
Spot announcements are written when an external influence or action has
an effect on an organization. Again, it is critical that the information
in a spot announcement is related to the organization and is relevant
and newsworthy to the target audience.
A reaction release is often used to counter or respond to something that
was said or done within the public domain that has an effect on the
organization and should be answered or redirected so that the
organization can be on record regarding the issue. This type of release
is most effective for an organization when the reaction is incorporated
into a related news release that highlights additional information about
the organization. The reaction release is a primary tool of political
candidates and elected officials.
The "bad news" release provides the truth about a bad situation. The
organization should release the bad news, including all information and
facts, quickly and honestly. A major element of a successful image
campaign is maintaining honest relations with the media at all times,
even if the news is not good. The thought behind this philosophy is if
an organization is always honest and straightforward with information,
it will be considered a reliable source by the media.
A hometown release focuses on a local angle to a bigger news story. It
often highlights individuals or organizations that are located in the
same area and/or community as the media outlets covering the story. As
an example, if the president of the United States appoints a new
commission, the White House press office will disseminate announcement
news releases to the national media explaining the purpose of the
commission and providing the names of the members of the commission. If
a woman from Hometown, USA, is a member of this newly appointed
commission, the press office will send a release with a local angle to
the news media in Hometown.
Finally, the feature release offers an alternative news perspective to a
larger news story. Considered "soft news," these releases are not
necessarily time-sensitive and usually focus on the human-interest side
of the larger news story. To expand our previous example, the woman from
Hometown, USA, may have made an impression on the U.S. president because
of a question she asked about the issue the commission
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will explore during a town meeting in Hometown last year. This fact may
result in a feature release about the commission and the woman's role.
WHO GETS THEM?
At the risk of being redundant: As writers, we must not begin the
writing process without first identifying and understanding our target
audience, and then we write about what interests that audience. We use
print news releases for the same reasons we use audio and video news
releases: We are trying to get a message disseminated to the audiences
that some of the news media reach through their articles and programs.
In order to accomplish this, we have to direct our release to the news
media so that they will write stories that reach audiences we have
already targeted. We have to know where that target audience is and what
print media they read. Again, the target audience can be as narrow as
boaters in Annapolis, Maryland, or as broad as people who suffer from
type 2 diabetes.
WHAT DO THEY DO?
News releases are an organization's most often used tool for gaining
news coverage and exposure. The information presented in a news release
is designed to arouse the curiosity of the reporters-who may choose to
further investigate the story. The successful news release includes
important and newsworthy information written in clear, concise language,
and it provides contact information for reporters who want to know more.
The goal of a news release is not necessarily to have the news media run
the release verbatim (though some newspapers do); instead, it is to draw
attention to the message so that a reporter will be interested in
writing a story and an editor will be inclined to let the story run.
A news release also establishes the framework for discussion on issues
concerning an organization and its related issues, activities, and
philosophies. Because news media outlets spend a great deal of time
processing information for stories, it has become common practice for
them to use information from public communication sources to help create
story ideas, supplement existing stories, and access information that
may be difficult to otherwise obtain. When prepared correctly, news
releases can save the media time, money, and effort.
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As an integral part of a strategic public communication campaign, news
releases help explain our organization's important objectives and
messages to the public. Providing timely, accurate, and newsworthy
information about current topics can also help to position an
organization as a trustworthy authority on a set of issues.
The ultimate purpose of a news release is to inform the public. It is
not the function of a news release to stroke the egos of senior
management. Instead, senior management should work to ensure the
development of an effective news release campaign. They must be included
and consulted regarding the intended messages and goals.
News releases should never he the sole component of a public
communication campaign. They are effective only when used in conjunction
with other public communication tools. News releases should always be
the result of an overall communication strategy. They should accompany
media kits and annual reports and complement other message vehicles.
The primary element of an effective news release is newsworthiness. If
the information is not newsworthy, it should not be released. If the
release does not contain news, placement by the media is unlikely. News
is not always what the public communication practitioner or the
organization's management thinks it is. It is critical to examine all
elements of newsworthiness and weigh them against the proposed message.
As you become more experienced in working with the news media and
learning to think like a news director, you will learn to judge
newsworthiness and know when you see it. Meanwhile, there are specific
elements to help public communication professionals gauge the
newsworthiness of a message or story:
│ Timeliness: relevance to current events or issues or relatedness to an
important event that has just taken place
│ Magnitude: the degree to which the story or issue has an effect on a
great many people
│ Impact: the effect the story could have on the public
│ Human interest: an appeal to readers' emotions
│ Celebrity: the involvement of a well-known person, or of someone in
the public eye, in the story
│ Proximity: when a story hits close to the local coverage area and has
relevance for people in a specific community or industry
│ Novelty: an interesting angle that makes a story significant or unique
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There are many news hooks that engage news media outlets and, in turn,
targeted audiences. They include
│ tie-ins with daily news events
│ cooperating with another organization on a joint project
│ tie-ins with a media outlet on a mutual project
│ conducting a poll or survey
│ issuance of a report
│ an interview with a celebrity
│ significant speeches
│ making an analysis or a prediction
│ formation and announcement of names for committees
│ holding an election
│ announcing an appointment
│ celebration of an anniversary
│ issuance of a summary of facts
│ tie-ins with a holiday
│ development of an award
│ releasing a testimonial
│ taking part in a controversy
│ staging a special event
│ writing a letter of significance
│ releasing a received letter of significance (with permission)
│ adaptation of national reports and surveys for local use
│ tie-ins to a well-known week or day
│ organizing a tour
│ inspecting a project
│ issuance of a commendation
│ holding a protest
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│ conducting a contest
│ passing a resolution
│ appearing before public bodies
│ honoring an institution
│ staging a debate
HOW DO THEY HELP?
When news releases generate news coverage by the media, an
organization's credibility is increased and the public becomes more
aware of the organization and its message. The news media provide
third-party credibility.
Public communication professionals often underestimate another benefit
of news releases: creation of a platform to introduce and discuss issues
relevant to an organization. Also, releases provide context for an
organization to convey key messages to its target audience. Using
credible, timely, accurate news releases over time as part of a public
communication program will help to position an organization as a
credible authority on issues pertaining to the business or interests of
the organization. Often, the organization's spokesperson on these issues
becomes a source for the news media to consult and quote as an expert on
the topics.
WHAT ARE THE PITFALLS?
Using news releases certainly can have drawbacks. In fact, releases are
often misused by public communication professionals and thus are not
used effectively by the news media. Failing to target appropriate news
media outlets, providing information that is not newsworthy, and
distributing information simply to please upper management will position
the organization as an unreliable source to the media.
Even when a release is newsworthy and properly targeted, timeliness
remains a cause for concern. Releases that highlight past events are
taboo. Providing out-of-date information can lead not only to the
immediate demise of an intended story but also to the certain demise of
the organization's future news releases.
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The language in a news release should be directed toward news directors,
editors, and journalists, not toward the general public. It is a mistake
to write a news release as though you are writing a finished news story.
Also, it is important never to raise questions within the body of the
release; instead, news releases should anticipate the audience's
questions and supply the answers.
When writing a news release, you will need to be familiar with the
style, format, and audience of the targeted news media outlets. A news
peg that interests one audience may not interest another, so it is
important to tailor all messages appropriately.
While news releases should be tailored to the news media outlet's
individual style, there are still some general rules of style to
remember. First, it is not necessary to get the name of the organization
into the first sentence. It produces a boring lead and leaves little
room to tell the actual news. Second, it is also not necessary to use
the name of the company president or other company figurehead in the
lead. Leads tend to get cluttered when they try to include the date,
time, place, and name of an event all in the same sentence.
The issue of libel is a major concern to news release writers. It is
very tempting for a company to trumpet the good news and try to ignore
or whisper the bad. However, doing so has serious legal consequences.
All information released by a publicly traded company may be examined by
the parties who claim to have been misled to determine if the materials
combined to create a misleading representation of the company. Such a
finding means that a corporation may be held liable even if each
individual release or statement is completely truthful when examined
separately. The courts have found that a corporation, a corporation's
officers, and the PR firm that handles its news releases may all be held
accountable when the releases are found to contain misleading and/or
false information. All organizations-not just corporations-must also
take responsibility for the content of any news release or public
statement.
Public communication professionals, including PR practitioners, should
take careful measures to be truthful, accurate, and complete in their
releases. If the situation does not warrant a rosy picture, then one
should not be created. Withholding certain information, misleading the
public, using extravagant claims, and making unfair comparisons can get
the public communication professional, the organization, and the
organization's officials into a losing legal battle. However, this does
not mean that every news release that announces something positive must
contain bad news as well.
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HOW SHOULD THEY LOOK? Style Notes
A news release should be written in the traditional inverted pyramid
style, with the most important or interesting information conveyed
first, followed by information that is increasingly less important.
Sentences and paragraphs should be kept short. The first part of a news
release includes the most important information. The following section
contains secondary information like attribution or background material.
The third part elaborates or amplifies hems mentioned in the first part.
And the fourth and final part is supplemental information that may be
related to, but not necessarily critical to, the intended message.
The headline of a news release should be concise, informative, yet
eyecatching and intriguing. The subhead should incorporate supplemental
information not highlighted in the headline. An effective news release
lead should contain who, what, where, why, when, and how of the story in
one or two sentences. Most news release leads are found in the first
paragraph; however, many feature releases incorporate a delayed lead to
entice the reader.
The body of the release should contain facts that are clearly and
concisely stated. A good release avoids the use of overly descriptive
language, superlatives, jargon, and inappropriate quotes. The release
reflects the practitioner and the sponsoring organization. Misspellings
and grammatical errors can lead to credibility problems, so the release
should be carefully proofread. This guide and a recognized news
stylebook should always be consulted.
A news release should always try to explain the organization's
viewpoint. A story is more likely to get picked up by the media when
reporters have access to the newsmakers themselves. Additionally, when
reporters request elaboration, information should be provided willingly
and quickly.
Quotes are another very important aspect of any news release. They
provide a personal perspective to the story and amplify certain elements
of the lead. Quotes can be from experts, firsthand accounts, and
reviews. Try to incorporate a minimum of two different quotes from two
different individuals; when appropriate, the quotes should be from
people whose perspectives are not identical. This gives the media the
opportunity to "pick and choose." Just as all the sentences written
within the news release should be succinct, so should the quotes. Write
quotes that sound conversational and contain information that is
relevant to the story.
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Finally, many organizations rely on a well-written boilerplate to
provide the necessary background about who they are, their mission, and
other relevant information that they may want to convey. Usually found
at the very end of a news release, the boilerplate is still considered
to be one of the more important and indispensable elements.
Format
There are elements all news releases should contain in order to make
them successful. First, news releases should be printed on the
organization's standard letterhead including the organization's name and
logo, address, telephone, and fax number, and email address.
Writing "NEWS RELEASE" in the top left corner of the page will make it
obvious to even the most novice journalists what they are about to read.
Immediately following the date that the release is being distributed on
can appear an embargo date if one is necessary. An embargo is a future
date and time the media can release the information. If the embargo
differs from the date of distribution, the news media understand that
the information should not be released to the public until the date and
time specified. Caution: all journalists do not honor embargo dates, and
only unusual circumstances call for embargoed releases. If a release is
intended for dissemination on receipt, then the phrase "For Immediate
Release" must follow.
Another very important part of the release is current and accurate
contact information, found at the top right corner of page one. This
element includes the name and title, address, telephone number, fax
number, and email address of the individual who should be contacted by
the media with any questions or concerns related to the release. Of
course, this information is very important to the news release's
success.
We should strive to make the headline of a news release effectively
summarize the news written in the body of the release in an intriguing
way. The headline should be centered in the middle of the page and
formatted in all uppercase letters, boldfaced, and underlined. Directly
under the headline, the subhead incorporates supplemental news
information and should be written in uppercase and lowercase and
italicized.
Following the subhead is a dateline, or the city and state where the
news originated. The lead directly follows the dateline and, as
mentioned earlier, contains who, what, where, why, when, and how.
The body of the news release includes lead amplifiers, which are quotes
and supporting information that expand on the lead information.
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A boilerplate paragraph at the very end of the release summarizes the
philosophies, goals, and purposes of the organization sponsoring the
release.
If a news release runs over a single page, a page slug should appear at
the top, flush left (e.g., page 2 of 2). The word "more" should appear
at the bottom of each page when another page is to follow. At the end of
the news release, there should be some indication that no more pages
will follow. Symbols such as -30-, end, or ### are commonplace.
News releases are usually written in a twelve-point Times Roman font.
Double-spaced, they rarely exceed three pages in length; however, there
are always exceptions. Once all the news is conveyed within the
headline, lead, and body, you don't need to include more information.
WHERE SHOULD THEY GO?
The success of the distribution of the news release depends
significantly on the thoroughness of the media list (see Chapter 7).
News releases can be disseminated to the media through fax blasts (a
mass faxing to a large number of media outlets at one single time),
mail, email, and individual media calls.
To obtain maximum placement, many public communication practitioners
include pitch letters, captioned photographs, and other materials with
news releases. News editors value images they cannot readily obtain, and
pitch letters help to clarify^ story ideas while explaining why readers
will be interested in the story.
Embargoes are typically used to give reporters a chance to digest
complex issues or lengthy pieces of information or to provide fair
access by multiple news outlets. News organizations tend to dislike-and
sometimes break-embargoes, so it is advisable to use them with caution.
DID THEY WORK?
The best way to evaluate the effectiveness of a news release is to
measure the number of hits or story placements that the news release
created. Many clipping services can obtain news stories from various
forms of media including print, television, and radio. Many smaller or
nonprofit organizations rely on their own staff to research media
placements resulting from news releases.
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Once placements are established, news releases can be measured against
the desired criteria. Such criteria include
│ circulation numbers
│ target audience reached
│ value compared to the advertising dollar (often done by converting
print inches and air time into dollars)
│ audience response (often measured by quantitative and qualitative data
research)
An Example Gallery for News Releases begins on the following page.
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Example Gallery News Releases
NEWS RELEASE
│ March 15, 2004 Contact Information:
│ FOR IMMEDIATE RELEASE Sarah Woods, Communications Director
Office: (202) 555-3377
Fax:(202)555-3780
Email: swoods at eachoneteachone.org
--EACH ONE TEACH ONE STUDENTS RECEIVE SCHOLARSHIPS
___. Participants Win College Funds for Aid in Curbing Youth Violence
WASHINGTON, DC - Five students participating in Each One Teach One
activities were presented with $1,000 scholarships at an awards ceremony
yesterday at the organization's headquarters in Washington, DC.
High school seniors who have participated in Each One Teach One events
competed for five scholarships for assistance at the college of their
choice. The criteria for this award include demonstrated leadership
skills, impact of the program on everyday life, and the desire to
continue the mission of the program.
Announcement news release.
O LETTERHEAD: The logo and title of the organization on the first page
only.
@ DATE OF DISTRIBUTION; The date the release is sent to the media.
R "FOR IMMEDIATE RELEASE" or "EMBARGOED UNTIL [DATE, TIME]"
O CONTACT INFORMATION: Name, office telephone number (home number is
optional), fax number, and email address.
@ HEADLINE: Uppercase letters, bold and underlined; states summary of
the news.
© SUBHEAD: Upper- and lowercase letters, bold and italicized supplements
news headline and
does not paraphrase. O DATELINE: Location of event or story in capital
letters.
R LEAD: One- or two-sentence statement of the 5 "W's" of news-who, what,
where, when, and why.
@ PAGE SLUGS
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page 2 of 2
"These students exemplify the progress and development that Each One
Teach One strives to accomplish in all children," said Executive
Director Willis Bennett.
Each One Teach One receives funding for the scholarship, activities and
events through the Presidential Safe Schools/Healthy Students Initiative
and donations by individuals and corporations. The organization's plans
include expansion of the scholarship fund to provide more college aid.
The honorees include Amanda Sheffield of Atlanta, Georgia; Bradley
Lawrence and Paul Stevenson of Washington, DC; Terrell Jones of Chicago,
Illinois; and Tanya Spelder of Miami, Florida.
Attorney General Janine Redding, a member of the board of directors,
recommended the creation of a scholarship to motivate the children
involved in the program. According to Redding, "Each One Teach One wants
to recognize students for their hard work and desire to reach their
goals. This, 1 believe, is the perfect way."
For more information, please contact Sarah Woods at (202) 555-3377 or by
email at _
swoods at eachoneteachone.org.
Each One Teach One is a nonprofit organization created in 1999 in
response to the growing number of tragedies from youth violence. The
anti-violence campaign includes seminars, workshops and retreats as well
as counseling services and fundraisers. Volunteers have also created a
monthly newsletter and a Web site for the organization. The mission of
Each One Teach One is to encourage youth to help each other find
alternatives to violence.
R LEAD AMPLIFIERS: Two or more quotations from relevant sources,
statistics, or other pertinent story information.
R CONTACT INFORMATION: Contact name, telephone numbers, fax number, and
email address.
R BOILERPLATE: Summarizes the philosophy, goals, and purpose of the
organization. Appears just before the end of the news release.
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