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Catch and Release

Catch and Release. The art of the successful News Release. What Is A News Release?. NEWS Mini article Build interest for more information Ready to print in smaller publications Basic facts Who What When Where Why. Release vs. Advisory. The Basics. Contact Person(s) Headline/Subhead

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Catch and Release

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  1. Catch and Release The art of the successful News Release

  2. What Is A News Release? • NEWS • Mini article • Build interest for more information • Ready to print in smaller publications • Basic facts • Who • What • When • Where • Why

  3. Release vs. Advisory

  4. The Basics • Contact Person(s) • Headline/Subhead • Dateline • Lead • Body

  5. Headline • Distill the news and its significance • Answer the question: “What is the one thing readers must remember?” • Use action verbs

  6. Dateline • The dateline notes where the news originates • General format: Redwood City, CA- • News announced at an event takes the event location dateline

  7. Lead • Simple, Single and Succinct • One line • If it won’t fit on the back of a business card, it’s too long.

  8. Body • Expands on lead, clarifying details in order of importance • Answer the 5 Ws • Use quotes to support the main message

  9. The Mechanics: DOs • Use press release letterhead/form • Develop a consistent template/policy • 1-2 pages maximum • Provide all contact information • Put “– more –” at the bottom of continuing pages. • End the release with “# # #”

  10. The Mechanics: DON’Ts • DON’T USE ALL CAPS. • Don’t write in single space • Don’t use wordy and passive sentences • Don’t use “social service-ese” jargon • Don’t use acronyms (whenever possible)

  11. Reporters are NOT publicists. • Stories that “people” can relate to and that make them want to read more • Compelling • Human Interest • Local angle • Facts and statistics Give them what they want:

  12. Building Press Relations • Know which journalists cover your beat • Meet the journalists’ deadlines • Broadcast vs. Daily vs. weekly publications • Deliver clear, concise messages

  13. Develop a Press List • Research the media sources • Create a database • Organize sources by type of media • Include deadline information • Keep personal notes on contact people • Revise the press list regularly

  14. Who Is the Target Audience? • Who should know? • Who will be effected? • Who will be interested? • What are the target’s demographics? Frame the message to attract the target audience

  15. Send It Out • Fax • Mass fax groups • E-mail • Recipient groups • Blind Copy • Attachment or Text body

  16. Link to News Release in E-mail to reporters.

  17. Contacts • Jennie Hwang Loft, County of San Mateo Human Services Agency, 650-802-6433, jloft@smchsa.org • Sylvia Soublet, Alameda County Social Services Agency, 510-267-9434, soublet@acgov.org

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