Chapter 13

Writing for PR serves many A press release is targeted towards▪ The client▪ News managers▪ Newspaper, Magazine, TV

▪ Knowledge of newswriting helps the people you are trying to reach▪ Be professional▪ Be realistic▪ Avoid Hype

Online Newsrooms Company web space dedicated to news

releases▪ Reporters can browse▪ E-mail alert subscription▪ Images of people in releases (with identifications)

Blogs▪ Also gaining popularity as ways to get news

updates PR Wire services▪ prnewswire

Target your audience▪ Make sure info is relevant▪ Send it to the right people▪ Avoid duplicates to same place

Find a newsworthy angle▪ Timeliness, local interest, new information

Identify elements in headline & lead▪ Don’t make reader look for newsworthiness

Additional Skills for News Releases▪ Consider a visual element▪ Relate info to the audience▪ Keep information Factual▪ Provide diverse sources▪ Allow lead time▪ Use active voice▪ Use present tense▪ Check grammar and spelling

Style▪ One sided, keep it brief▪ One maybe two pages

▪ Use AP style when sending to print news orgsNumber of pages

▪ Write “more” at bottom if multiple pages▪ Number the pages

Timeliness Send releases out PRIOR to publication

date

Major Elements of Release▪ Company Name▪ FOR IMMEDIATE RELEASE▪ Date of release▪ Contact information▪ Headline▪ Dateline▪ Lead▪ Body▪ Ending

AKA – “VNR’s” News stories produced for TV▪ Include▪ Footage▪ Soundbites/quotes

▪ Often developed well enough to be aired unedited

Advantages▪ Cost effective for news stations▪ Don’t have to use resources to create story

Format for Video News release▪ Disclaimer giving news outlet permission to

use material without editing▪ A list of the contents ▪ (including the time of each item)

▪ B-Roll▪ Video footage and natural sounds that can be

inserted

▪ Interviews & soundbites from sources▪ Contact info▪ Sample VNR

Messages TV/Radio will air without charge Non-commercial/Non-political content Usually very brief (since no charge)▪ Broadcast 15 sec – 1 minute

Format▪ From:▪ Contact:▪ Length:▪ Message:▪ Disclaimer:▪ Sample PSA

Often used to promote corporate products A good media kit includes the following▪ Attractive cover▪ Brief letter or note▪ News release▪ Fact sheet▪ Backgrounder▪ Story ideas

Used to target▪ Management▪ Employees▪ Shareholders

When creating a proposal▪ Know your audience

▪ Make a list – What does the audience want to know?

▪ Envision the result – What will the reader do?▪ Make a checklist of What & Why▪ I want to tell you…▪ This is important because…

Top 5 reasons journalists visit a company website To find a PR contact To check basic facts about the company▪ Name spelling, location, etc

To get company “Spin” on events To check financial info To download images