Writing An Effective News Release

November 2, 2011

Agenda

• What It Is• Why We Need Them• How to Write Them• When to Use Them• Where to Use Them

What?

• “A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy.” - Wikipedia

• The goal - attract attention to a company or organization

Why?

• Gold Standard - it’s what media expect

• All the basics in one place, making it easy for the media to do their job

• When media ask for “additional information,” you’re ready

• Delivers key messages the way you want them

• Helps internally as well • Helps get all your information organized in one place

Template FOR IMMEDIATE RELEASE

Media contact information — name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person

Headline — used to grab the attention of journalists and briefly summarize the news.

Dateline — contains the release date and usually the originating city of the press release.

Introduction/Lede — first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why

Body•Further explanation•Benefits – why your product or service is unique•Statistics•Background•Other details relevant to the news.•Quotes

Boilerplate — generally a short "about" section, providing independent background on the issuing company, organization, or individual.

Close —“###" is often used to indicate the release has ended. In other countries, other means of indicating the end of the release may be used, such as the text "ends".

Before You Begin

• What does the reader of your press release need to know?

• What will this news mean to the average reader of the release or media story?

• Is a news release the best way to send this information?

• Do you need to gather more information or interview anyone?

Headlines & Ledes

• Work a local angle• Tie into current events or holidays• Focus on the unusual• Tie to a trend or research• Be creative!

Acquisition Lifts Balloon Advertising Company to Southeast’s Largest

GAINESVILLE, Ga. — The legions of Godzillas, King-Kongs and giant two-headed aliens just got bigger. 

Advertising Innovations, a promotions company specializing in mega-balloon inflatables, has announced its acquisition of Rooftop Balloons Advertising of Marietta, Ga. Together, the two operations pump up in size to become the largest on-site balloon advertising firm in the Southeast and among the top in the United States. 

“You can’t miss seeing our giant balloons — and now, I guess you can say the same goes for our company,” said W. Don Hall, chief executive officer of Jones & Hall Ventures, the parent company for Advertising Innovations. 

Writing

• Write in inverted pyramid style • First paragraph should answer the 5Ws• Be brief and to the point• Avoid jargon, buzzwords• Use realistic quotes• Be timely• Write in the third person• Provide numbers, statistics whenever you can• Answer why• Use your SEO words – within reason• Avoid being too salesy – press releases are not ads

When?

• Events• Promotions• Awards• New products• New services• Sales and financial data• Accomplishments

Where?

• Send to the media• Post to your Web site/newsroom (RSS feed?)• Link on Facebook• Link on Twitter• Post to Linked In• Send internally (board, staff)• Link to articles that are published as a result• Send via the wire (helps with SEO)

For more information

Tiffany Townsend FesslerMorton Vardeman & Carlson770-536-8921tiffany@vardeman.comwww.linkedin.com/tiffanyfesslerwww.twitter.com/tfesslerSkype: tfessler