Chapter 9

Public Media

an issue: trust!

another issue: selective exposure

a plus: synergy

another plus: speed (real time)
 
News Releases

Why write one?

you have news!

announcements

created news (ex. events)

spot news (ex. unplanned events)

responses to news

features

bad news

op-eds, guest columns, letters to the editor etc.
 
Can be for newspapers or TV/Radio

newspaper news releases can be longer
 
Formatting
Figure 9.1
 

Organization Name

Logo

Contact Info

Release time/date "for immediate release"

Headline - book says this is optional, is it?

Dateline - Location (Date)

Lead

Supporting Info

Boilerplate

###
 
The formatting is just a start, it doesn't guarantee success

Need a compelling story/content

Can supply audio/video/photos/links
 
News releases often work with email
Email the news source with a story tip
Be ready to follow up immediately with the news release

(Remember, target media rather than blindly releasing)

ex. WBCS getting emails to play songs that didn't fit our format
 
Writing News Releases
follow proper conventions (ex. Newswriting, Broadcast Journalism)
 
The Lead

the most important part to write

ask, what is the most important thing you want to convey?

and, is that what the news organization/audience would most want to know about?
 
How do you determine what's most important?

Timeliness - happening now

Proximity - having a local angle

Significance

Prominence - celebrities, the famous

Human Interest
 
for newspapers, the 5 W's should be upfront
for radio/TV - 1-2 W's should be upfront
 
***it's okay (in fact wise) to have different versions of the news release, one for print, one for radio/TV
and, even within, for example, the writing style of the New York Times is different from the writing style of USA Today
 
Remember all we've said before about clarity, conciseness etc.
 
Broadcasting

the world is moving away from print...

ex. Medtronic
 
a different skill said than print

(if you haven't taken a video production course...)
 
need stories that are ready to air
and, sometimes a version that allows the news outlet to add their own voice
 
What about when you are hosting coverage?

PR may be working in conjunction with other departments such as marketing, security, catering etc.

keep in mind:

lead time

on-site coordinators

technical help

media kits

locations
 
 
 

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