1. NEWS RELEASES
Chapter Five

2. Backbone of Publicity Programs
55-97%
Of all news releases sent to media
outlets are never used

3. Getting Your News Release
Published
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Follow the standardized format
Provide information that will interest the
audience
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Recall traditional news values (Ch. 3)
Material must be timely

4. Value of News Releases
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Achieve organizational objectives
Cost effective
Credible
Major source of story ideas for journalists and
bloggers
Basis of many news stories

5. News Release Planning
Worksheet
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What is the subject of the message? What is
the specific focus of this release?
Who is this message designed to reach?
What is in it for the audience?
What goal is the organization pursuing?
What do you want to achieve with the news
release?
What key messages should the news release
highlight?

6. Planning a News Release
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Complete planning worksheet to develop
content and structure
Meet journalistic goal of presenting information
objectively
Include key messages
Think like a journalist
Format

Answers key questions (Who, What, When, Where, Why
& How)
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Format

7. Basic Components of News
Release
NEWS RELEASE COMPONENTS

Letterhead
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Contacts
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p. 122, Copyright John G. Shedd Aquarium
Figure 5.2 Many organizations use a “news release”
letterhead for all media materials. This letterhead,
used by the Shedd Aquarium in Chicago to announce
a new exhibit, also uses the traditional “For
Immediate Release,” but many organizations
consider it unnecessary.

contact person should be
available, accessible and
qualified
Headline
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identify organization; may
specify release date
quick indication of what release
is about
Dateline

start of lead graph; city where
the release originated
Copyright © 2013, 2009, 2005 Pearson Education, Inc. All Rights Reserved.

8. The Lead
NEWS RELEASE COMPONENTS

The Lead
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1-3 sentences on main point of release; should entice the
reader
What to Avoid
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Cramming too much information
Flowery adjectives
Technobabble

9. Guidelines for Writing a Lead
NEWS RELEASE COMPONENTS
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Use strong, declarative sentences
Use 25 words or less for the first sentence of
the lead
Minimize use of dependent clauses
Don’t start a lead with a preposition
Keep length limited to 3-5 lines
Rewrite any sentence that is over 3 lines long

10. Types of Leads
NEWS RELEASE COMPONENTS

11. Body of the Text
NEWS RELEASE COMPONENTS

12. The Boilerplate
NEWS RELEASE COMPONENTS
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Basic background information about the
company
Consider including:
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Market position
Aspiration
Size
Scope of business activity
Geographic coverage
Company core values

13. Boilerplate Example
NEWS RELEASE COMPONENTS
P&G

14. Traditional News Release
FORMATS
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Double-spaced, 8 1/2 X 11 page document
Mailed or faxed to media
Use 10-12 point, easy to read fonts
Don’t split sentences or hyphenate words at
end of sentences
Number pages
Use slug lines
Write “more” to indicate continuation
Use “###” to indicate the end

15. Online News Release
FORMATS
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Single-spaced copy
200-250 words
Subject line in email is most important factor
Contact information given at bottom of email
Highlighted quotes and embedded pictures
Provide contact and URL for additional
information
Never send as an attachment

16. Social Media Release
FORMATS
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Multimedia news release
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Social media release (SMR)
Search engine optimization (SEO)
Tips for writing
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Reinforce message using multiple links
Place keywords in headlines and first paragraphs
Distribute on services that carry hyperlinks to downstream
sites
Be judicious with links
Use high-resolution multimedia that’s easily downloadable
Choose relevant photos

17. Miscellaneous Tips &
Guidelines
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Use an interesting and appropriate quote
Avoid jargon
Use sentence variety
Keep paragraphs short and skimmable
Write clearly and directly
Use active voice
Avoid personal pronouns
Avoid formulaic writing