Chapter 5

13 03 2010

CHAPTER 5

  • Almost every publicity plan uses a press release as it’s “backbone”
  • 55-97%  press releases are never used that are sent out.
  • News releases help achieve organizational objectives within a company

There is a certain way to form press releases so make sure to do it correctly:

1)      10-12 standard point type

2)      Do not split sentences or paragraphs between pages

3)      Do not hyphenate words at the end of a line.

4)      Number pages

Types of news releases

1)       Announcements- personal appointments, promotions and changes, new products and services, etc.

2)       Spot Announcements- when things due to some outside action or influence happen to an organization, a spot news release may be in order

3)       reaction releases- used when an even has an impact on the specific organization

4)       bad news- confront issues, even if it may reflect badly on an organization

Important parts of traditional news releases:

  1. letterhead 2. contacts 3. headline 4. dateline 5. lead paragraph 6. body of text

Here are some things by Craig McGuire that deal with a Smart Media Release:

Things to do:

  • Include links to pages where multiple instances of your key words/phrases reinforce your message
  • Place terms in key positions like headlines and first paragraphs
  • Distribute a release through a service that carries hyperlinks to downstream sites such as Yahoo! Finance, AOL News, and Netscape

Things to not do:

  • Using lots of links. Too many will confuse journalists and draw focus away from key messaging
  • Use low-resolution images. Opt for high-resolution multimedia that can be easily used by layout pros
  • Use all tools, all the time. Focus first on the message. Use bells and whistles to complement the campaign.

Source: Public Relations Writing and Media Techniques

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