2. PR PEOPLE
Responsible for press releases, which is news about an organization that
the PR person wants to make known to a wider audience
- The press release is sent (free of charge) to print and broadcast media
in hopes that it will be used.
- Increasingly, press releases are submitted in a video format or a printed
article will include photos, audio clips, PowerPoint slideshows and
spreadsheets.
- A PR practitioner has multiple audiences to serve including employees,
customers, potential customers, community neighbors, government
officials and others, depending on the nature of the organization and its
mission
- What this means is, throwing together info and sending it to print and
broadcast media is not an effective way of getting your message used.
- So, what does that mean for you as a journalist?

3. THE JOB
As a PR practitioner, you may be responsible for writing press releases.
How to write a press release:
First, your information must be newsworthy. Remember the news values?
Timely, local interest, unusual nature, etc. You want press releases to
have news value, particularly for local residents. You do not want press
releases to be attempts to get free advertising or gain publicity of a non-
news event.
Second, the information must be written as news. Follow AP Style. Write in
the inverted pyramid form with an eye-catching lede. Answer the 5W and
1 H.
- This is especially important: write one version of the press release for
print, another for radio and still another for TV.
Get to the point quickly! Keep in mind your press release has the life
expectancy of about 10 seconds if it’s poorly written, contains stylistic
errors or just isn’t news.

4. THE JOB
Third, think visuals. Photos, charts, graphs, video footage. Use it to
accompany the press release. Make it as easy as possible for the
editor to use what you are presenting. The more work you make the
media do with your release, the less likely they are to use it in the first
place.
Fourth, make sure the form of your news release is journalistic. Keep it
short; two pages or less. Double space all copy and print on only one
side of the page. If you have to carry over to a second page, make sure
the word “MORE” is at the bottom of the first page. Make sure your
organization’s name is on the front sheet along with its address and a
contact person.
- Usually, it is “For Immediate Release” is added to the top, or “Hold for
release until 2 p.m. Friday.”
- Allow lead time so send your release in advance of a publication’s
deadline, which means you must know the deadlines of the print and
broadcast media that you serve.

5. THE JOB
Fifth, make sure the news is timely. Taking a leisurely approach to
deadlines is FATAL. Reporters cannot file a story several days after an
event occurred. Neither can a PR practitioner.
Sixth, check your release for spelling and make sure it adheres to the AP
style for print and broadcast (which I will discuss in a minute.) It is
stupid to send a newspaper press release to a broadcast news outlet.
They are not going to re-write your press release in order for it to be
easily read on-air.
Seventh, stay away from label ledes. This is one of the most common
mistakes that PR practitioners make. What is a label lede? It is the lead
paragraph in which the emphasis is on either the organization or the
boss’s name and NOT on the most newsworthy aspect of the press
release.
- For example: The governor’s office announced today…
- Or: Frank Todd, president and CEO of Apple, proudly made known
today that his organization has developed a new iPad mini.
Find other ways to suck up to your boss than writing a
press release like this. Label ledes tell the editor
immediately that the writer does not know news and
does not understand the editor’s needs.

6. THE JOB
Eighth, can your news release be trusted? It is your job to check for accuracy
and comprehensiveness. Trust also applies to how media people view you
and your PR organization. If you can be trusted and your office has a
reputation, then your copy is more likely to be used.
Ninth, have you purged your news release of PUFFERY? All too often, PR people
lard their releases with laudatory words like famous, distinguished, well-
known, wonderful, informative, and the like. Stay away from them. Stick to
the facts just like a journalist! And avoid platitudes and vague generalities
such as the political statement “to work for the community to promote its
growth.” What does that even mean???
Tenth, if you really want to have a distinctive press release, include human
touches, even those that may not flatter your organization. Press releases
rarely contain these, BUT these are the touches that bring news alive. And
build respect with your print and broadcast friends. (Example: describe a
new plant opening but including that the grounds people were really busy at
the last minute raking up leaves and planting bushes prior to the opening
ceremonies.)

8. PSAS
Messages that radio and TV stations will broadcast without charge
Strictly for noncommercial and nonpolitical ads
From 15 to 60 seconds in length
Should be written in broadcast style, which includes double spacing, short
sentences, using three dots instead of commas, and being presented in
all caps, (more on that later), and including the date and time of the
event you are promoting.
Remember that broadcast material is measured by the time is takes to
present it.
Therefore, you must time your PSAs by reading them aloud and timing the
reading. Cut words until the PSA can be read at a normal speed in the
time allowed. Make sure that editing does not destroy the meaning of
the PSA.

9. MEDIA KITS
- To promote your organization’s products or activities
- Decorative folders are used
- Inside info includes press releases, feature articles, photographs with
cut lines, artwork and graphics, fact sheets and, sometimes, samples of
the organization’s products
- Just like in journalism, words like “the employer” are used rather than
“you”
- Heavy on weasel words: perhaps, maybe, if, possibly, sometime soon,
etc.
How to prepare a PR proposal or media kit:
- Write the following: I want to tell you that…
Then, answer by writing, “This is necessary because…” This will help you
focus on the main issue to be described. This should be the lead sentence
in the press release.

10. WRITING THE PSA
It’s just like drafting a news story:
First, do your research. Put the main topic in a circle of a blank piece of
paper. Add released ideas or points in terms of importance and number
them. This is called mapping.
Organize the order – write: “I believe that…” followed by the word
“because…” and complete this focus sentence with the points you
earlier identified as first, second, third and the like.
Use the inverted pyramid with strongest points first.
Keep the info in perspective by continually asking yourself what the reader
knows already and what is new. Keep previously known stuff to a
minimum.
Write a strong conclusion – summarize but don’t repeat your lede.
Check your verbs: make sure they are strong, action words. No TO BE
verbs.