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Chapter 14 July 7, 2010

Filed under: PRCA 2330,Reading Notes — amberlaurin @ 3:39 am

Chapter 14 News Releases

News releases can be found on newspapers, broadcast stations, and magazines. Press releases are generally written in inverted pyramid style which helps the editor find interesting facts within the first three lines. It also helps editors cut stories from the bottom and helps the readers out so they don’t have to spend a lot of time reading the newspaper.

News releases:

  • news releases are not paid advertising.
  • they are judged solely on their news worthiness, timeliness, and interest to readers.
  • write them as if someone is actually talking.
  • focus on the news, not on your company.
  • tie your current announcement with current news or trends.
  • follow the AP Stylebook format.

Before you write ask yourself…

  • What is the key message?
  • Who is the primary audience?
  • What benefit or reward does the audience gain?
  • What objective does the release serve? (increased sales, enhance reputation, increased attendance at an event?)

The basic elements of a media kit are

  1. The main news release
  2. A news feature about the development or the product or something similar
  3. Facts sheets on the product, organization, or event
  4. Background information
  5. Photos and drawings with captions
  6. Biographical material on the spokesperson or chief executives
  7. Some basic brochures

All information in this post can be found in Public Relations: Strategies and Tactics 9th Edition

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