How to craft a news release in the age of social media--a presentation given at the Reynolds School of Journalism at the University of Nevada, Reno.

1. News Releases
& The Social Environment
BOB CONRAD, PhD, APR
@BobConrad
/conradcommunications

2. Today
• Downsized / eliminated newsrooms
• Arab Spring
• Occupy movement
• Partisan press / misinformation
• Instantaneous ‘news’
BOB CONRAD
775-636-7959
conradcommunications.com

3. What does this mean?
BOB CONRAD
775-636-7959
conradcommunications.com

4. What does this mean?
1.You are the news
2.The New Media have trouble with this
3.Your news may or may not be News
4.Becoming News is more difficult
5.Start with a news release
BOB CONRAD
775-636-7959
conradcommunications.com

5. Is it news?
Checklist:
• Are lives changed / improved?
• Is it similar to other news?
• Will people have an emotional reaction?
• Why (should I care)?
• Does it have a local tie/angle?
• Will an editor / reporter agree?
BOB CONRAD
775-636-7959
conradcommunications.com

6. 1. Tell us what it is
Before anything:
• ID it is a news release
• Provide the date
• Give contact information (only one)
– Name, email, affiliation
BOB CONRAD
775-636-7959
conradcommunications.com

7. 2. The headline
• Short, sweet, to the point
– NO ALL CAPS
– Use as few words, characters as possible
– Think like a headline writer
– Think like an SEO specialist
BOB CONRAD
775-636-7959
conradcommunications.com

8. 2. The headline
What’s wrong with this headline?
THE COUNTY COMMISSION APPROVES
RECOMMENDATIONS FROM JEP ADVISORY
PANEL FOR STREET IMPROVEMENTS IN
NORTH VALLEYS
(Answer: Everything.)
BOB CONRAD
775-636-7959
conradcommunications.com

9. 2. The headline
THE COUNTY COMMISSION APPROVES RECOMMENDATIONS FROM
JEP ADVISORY PANEL FOR STREET IMPROVEMENTS IN NORTH
VALLEYS
Fixed:
County Commission approves street improvements in North Valleys
Or:
Commission supports road enhancements
BOB CONRAD
775-636-7959
conradcommunications.com

10. 3. The subhead
• Optional
• Provides additional info.
• Do not repeat headline words
• More words OK, be sparing
• Should supplement / compliment head
BOB CONRAD
775-636-7959
conradcommunications.com

11. Ex. New head & subhead
THE COUNTY COMMISSION APPROVES
RECOMMENDATIONS FROM JEP ADVISORY PANEL
FOR STREET APPROVEMENTS IN NORTH VALLEYS
County Commission approves street improvements
in North Valleys
Commission supports road enhancements
Panel recommends North Valley street improvements
BOB CONRAD
775-636-7959
conradcommunications.com

12. Examples (NYT)
Construction Giant to Pay $50 Million in a Vast Fraud Case
By WILLIAM K. RASHBAUM 4:54 PM ET
Lend Lease agreed to pay fines and restitution in a deal to avoid criminal
charges for overbilling on scores of projects in New York City.
Hints of Collusion Between News Corp. and British Minister
By JOHN F. BURNS and ALAN COWELL 12 minutes ago
Evidence presented at an inquiry suggested that the culture minister, or an
aide claiming to speak for him, worked covertly to help win approval for a
takeover of the BSkyB network.
2 More Secret Service Employees Are Resigning
By MICHAEL S. SCHMIDT 6:28 PM ET
The Secret Service announced the fates of five remaining employees under
investigation in connection with misconduct involving prostitutes in Colombia.
BOB CONRAD
775-636-7959
conradcommunications.com

13. 4. Dateline
• AP style
• No date
– Examples:
1. RENO, Nev. – It was announced today…
2. NEW YORK – It was announced today…
• What’s wrong?
– RENO, NV – It was announced today…
BOB CONRAD
775-636-7959
conradcommunications.com

14. 5. The lead
• First sentence (or two)
• Most important (after headline)
• Short, sweet, attention getting
• Should tell the story
BOB CONRAD
775-636-7959
conradcommunications.com

15. Example
BOB CONRAD
775-636-7959
conradcommunications.com

16. 6. The body
• Write like a journalist
– WWWWWH
– Inverted pyramid
– Most important first; least, last
– Quote after first or second paragraph
– AP style (almost always)
– Short paragraphs
– Simple, declarative sentences
• Length (300-500 words)
• Avoid jargon, fluff
• Burying the lead (sissies)
BOB CONRAD
775-636-7959
conradcommunications.com

17. 7. The end
• Add contact (maybe)
• End with:
###
• Add boilerplate
– Short statement about you / your organization
• Put social links, address, additional info.
BOB CONRAD
775-636-7959
conradcommunications.com

18. How to send it
• Email
– Text in body
– Word (2003-07) attachment
– Don‘t pitch
– Contact info.
BOB CONRAD
775-636-7959
conradcommunications.com

19. Where to send it
• Always target
– Research
– Know reporters / beats
– Know media outlets
– Think beyond print
• Radio shows
• Podcasts
• Blogs
• Newsletters
• Maintain up-to-date media lists
• Online services
• Hire consultant
• thisisreno2@gmail.com | ThisIsReno.com
BOB CONRAD
775-636-7959
conradcommunications.com

20. Conclusion
• Writing/editing, learned crafts
• Maintain press relations
• Targeting/pitching take time
• Social media has transformed communications
• You are the media
BOB CONRAD
775-636-7959
conradcommunications.com

21. Questions
?
BOB CONRAD, PhD, APR
@BobConrad
/conradcommunications