Writing news releases

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Why use a news release?
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Ensures maximum coverage of news.
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Efficient/cost effective.
Although it may be interpreted differently by
different journalists, it “standardizes” the
message.
Credibility of earned media!
In today’s resource-thin media environment,
a good news release has a better chance of
being used than ever before.
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What Do You Put in a News Release?
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A press release should contain the basic
elements necessary to write a first story on
a topic or event. (In other words, reporters
might call you for more info—but if they
have a good press release in hand, they
shouldn’t have to in order to write the story)
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The 5W’s and the H
Quotes from significant participants
Boilerplate
Remember the “diagonal paper principle”

3. P
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Nut Graph Differences
News article:
A Provo man will
receive the
Goodyear Medal at
the annual meeting
of the American
Chemical Society in
Indianapolis June 6.
Francis Langly, 24,
News release:
Francis Langly, former
director of research at
Zysxx, Inc., will receive
the prestigious Goodyear
Medal at the annual
meeting of the American
Chemical Society in
Indianapolis on June 6.

4. P
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A Few More Tips to Keep in
Mind…
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Form of a PR news release (AP style and
format) is very similar to that of the news
stories you’ve written
A page or a page and change is plenty long
enough (maximum: 2 pgs)
Use a “boilerplate” (see readings, page
183)
AP Style (style guide linked with Webster’s)

5. P
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How is a PR news release different
from a news story?

The PR writer creates compelling quotes
that support your message and convey the
thoughts and emotions you would expect
this company have at a time like this. (In
PR writing, you adopt a persona)

PR news releases consider the thoughts,
feelings, needs and reactions of the
readers.

6. P
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How is a PR news release
different from a news story?

A PR news release does not need to focus equally
on both sides or contain quotes from critics. It is
honest but supports the company.

A good-news or product press release promotes
the product at hand and explains why it is
significant. Journalistic news stories seek to
articulate the news—PR press releases seek to
articulate the newsworthiness.

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Elements of a News Release
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Use Chapter 9 as you complete the news release
assignment!
Identity of organization
Contact and optional subhead
Date and location where release originated ((use AP
style)
Headline and optional subhead
Lead (straight inverted pyramid, (espec. bad news)
Supporting information
Quotes (as appropriate)
Boilerplate (description of company)

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Tips for Writing a News Release
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Ask: Why would anyone read about this?
Inform the public and serve your
organization
Use AP style and news writing format
Make it complete
Keep it to one page
Use tip sheets
Use a weekly or monthly calendar
Source: Melinda Colton, Jordan School District

9. P
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Elements of a News Release
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Logo
Release time:
FOR IMMEDIATE RELEASE or
EMBARGO time
(use “EMBARGO” sparingly)
Contact info
Headline
Dateline
Text (the “lead paragraph” principle)
# # # at end

10. P
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Poor example of release
Slippery Slope University Athletic Dept. Adds Women’s Soccer to
Program
(For Release on Tuesday, October 16, 2007)
Slippery Slope University Athletic Director, Ben Morrow, announced
today that women's soccer would be added to the Women’s
Intercollegiate Athletic program. The program would have a schedule
and begin play in September of 2008.
“We are mandated by Title IX to add another women’s sport, working
towards an
equality of scholarships offered by our department,” Morrow said. “We
chose women’s soccer for a couple of reasons. One, it provides more
scholarships and playing opportunities than other sports. Secondly,
most of the schools in the Midwest League already have program in
place making it easier for scheduling competitions. Third, our women’s
club team here at Slippery Slope University has been very successful
and hopefully we can continue that at the NCAA level.”
Another factor Morrow pointed out, was the high school girls soccer

11. P
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SLIPPERY SLOPE UNIVERSITY
NEWS
M EDIA RELA TIONS – 4000 COLLEGE AVENUE—HOM ETOWN, US – 207-222-2600—EM AIL: P R@S LIPSLOPE.EDU
CONTACT: Cynthia Dexter
207-222-2600
FOR IMMEDIATE RELEASE
Oct. 16, 2007
Slippery Slope athletics to add women’s soccer
HOMETOWN – In an effort to continue its winning tradition at the NCAA level, Slippery
Slope University officials announced Wednesday the school will add women’s soccer to its
intercollegiate athletic program beginning September 2008.
“Our women’s soccer club has been very successful and we hope to continue that that at
the NCAA level. Women’s soccer will provide more scholarships for women athletes and
provide more playing opportunities,” said SSU Athletic Director Ben Morrow. “In addition, a
large majority of the schools in the Midwest League and those in our state already have
women’s soccer in place, thus making it easier to schedule competitions.”
The first year’s schedule will include matches with at least six Midwest League teams. The
college will conduct a search for a coach, taking applications until Jan. 1, 2008
Local high schools have offered women’s soccer for the past ten years and that will allow
SSU to draw on that for recruiting purposes. “This has spawned a great deal of interest in the
sport locally and regionally and will create an instant recruiting poll for local talent,” Morrow
said.
Slippery Slope, which has 10,900 students and 600 faculty members, is accredited by
the Midwest Council on Accreditation and offers 100 different baccalaureate degrees.
# # #
(Adapted from information provided from Melinda Colton)