News releases are simply one or two page documents advising the media about newsworthy events or information
This might include product launches, anniversaries, research, announcements and promotional activities. A release can also be used to provide background information.
The aim of a press release is to encourage reporters to a) use the information to write their own story, b) contact you seeking an interview, or c) shoot a photograph or video footage.
A good news release is arguably a good tease sheet. Don't bombard the reporter with detail. Give them the basics and whet their appetite. You want them calling for more.
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Aim for just one page, and never more than two.
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Use short sentences and thin paragraphs. Keep lots of white space
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Include the 5 W’s: What is happening? When? Where? Who and Why?
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Have a punchy headline with no more than 10 attention-grabbing words
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Write conclusion first, then supporting facts, then the least interesting information.
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Try to have an “angle” not just an announcement.
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Include a brief quote from a spokesperson,
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Include contact details at the bottom. Be available in the evenings.
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Try to include buzzwords e.g. new, first, unique, innovative, growth, best, biggest.
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Phone 2 or 3 key media targets and offer advance access to the release.
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Distribute to other media. Sending in the body of your email is safest.
embargoes
Releases can be embargoed until a specific date and time. This means the information is
restricted and reporters can use it to prepare a story, but cannot publish it until the specified
time. Fortunately, the media rarely break an embargo.
Where to Send Your Release
Depending on the significance of the news, releases should be sent to :
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Local reporters who cover your local issues, e.g. community, environment, sport etc
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The Chief of Staff or assignment editor at television or radio stations.
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Chief Reporters at Metropolitan newspapers e.g. NZ Herald, Star-Times
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Online media site www.scoop.co.nz
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The New Zealand Press Association
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Your own website's media page.
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Rich Hunter