3. 8/7/2013
3
Keys to a Successful Release
Who Do You Love?
Know your audience(s)!
That‟s Great! But Is It News?
Grab Em by the Head(line) and Lead
and the body (of the story) will follow
4. 8/7/2013
4
Who Do You Love?
Who are your audience(s)
– General public
– Alumni
– Academic peers
– Boss
What are they likely to find compelling or
at least interesting?
What media best reach them?
5. 8/7/2013
5
Who Do You Love (continued)
– Media: love em or leave em?
Press coverage is one way to reach audiences
What about other vehicles
– Communication: it takes two baby
Start with your communication goals and messages
(strategic and specific) in mind.
But, news value (what will interest your audience)
should determine focus of release.
6. 8/7/2013
6
Is It News?
Defining News
– What your audience cares about, likes, etc.
– Classic definitions
, News is:
– “Anything that will make people talk”
– Timely, important, „close to home‟
– Original, distinctive, thrilling, unique, curious, sexy
It frequently has:
– Impact, emotional appeal, human interest, conflict, and
significance
7. 8/7/2013
7
Writing the Release
Headline and Lead
– These are the two most important parts of a
release
A reporter, editor, or other reader probably won‟t
get to the body of the release unless the headline
and lead grab their attention and draw them into
the story.
10. 8/7/2013
10
Keep It Simple
Write it so your grandmother or a 12-
year-old can understand it
Avoid acronyms, jargon and technical
terms whenever possible
12. 8/7/2013
12
Summary
Start with your audiences in mind
– The media AND the people you want to reach
through the media
It‟s gotta be news
Put the „good stuff‟ first
Questions?
