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Handling Press Releases

Handling Press Releases. By Dr. Mike Downing. Common Newsroom Task: Press Release Re-Write.

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Handling Press Releases

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  1. Handling Press Releases By Dr. Mike Downing

  2. Common Newsroom Task: Press Release Re-Write • A press release is a written statement prepared by a business or organization for direct distribution to the media. The purpose of a press release is to give journalists background information on a particular topic. For example, the business might be opening a new office, or moving to another location, or laying off ½ its workforce.

  3. Beware • The danger for journalists lies with the fact that press releases are not objective; they don’t even pretend to be. They will typically depict the companies they represent as being “the best, the brightest, and the boldest.” Therefore, a press release should NEVER appear in your newspaper verbatim. Therefore, be sure to understand the policy of your newspaper before you begin re-writing a press release.

  4. Add Value • In practice, newspapers often have no problem with a simple re-write; however, some publications demand that value be added to the release in a variety of ways: • 1) by making one or more phone calls to gather additional facts and/or opinion, • 2) by conducting background research that offers effective comparisons and/or illustrates trends, and/or • 3) by conducting a full-scale interview with several key players.

  5. How to add Value • Use the Web: Yahoo, Google, Microsoft, Reuters, Hoovers, NYTimes • Talk to people: Editors, family, friends, experts, people in the industry, college professors • By the way, you can view tons of press releases at www.PRNewswire.com.

  6. Sheetz, Inc. Continues West Virginia Blitz, Opening Third Store in Three MonthsHuntington, WV Welcomes Awesome New Convenience Location • ALTOONA, Pa., Aug. 20 /PRNewswire/ -- Sheetz, one of America's fastest growing family-owned and operated convenience store chains, is carrying out a plan to rapidly develop a new market of its convenience stores in Southern West Virginia with the opening of another excellent location today at 432 Eighteenth Street West in Huntington. This is the third opening in that area since June 2009 for Sheetz, the first two being brand-new stores in nearby Barboursville and Milton.

  7. Baskin-Robbins Opens Panama City for Franchise Sales; Plans More Than 20 New Stores in the Region America's Favorite Neighborhood Ice Cream Shop Hosts Local Franchising Seminar on August 27, 2009 CANTON, Mass., Aug. 24 /PRNewswire/ -- Baskin-Robbins, America's favorite ice cream shop, is rapidly expanding its national footprint with today's announcement that Panama City and the surrounding region are now open for franchise sales. More than 20 new stores are projected throughout the area. Baskin-Robbins currently operates more than 6,000 stores in 35 countries and opened more than 600 stores globally in 2008. With a domestic footprint of nearly 2,700 locations, Baskin-Robbins is now seeking exceptional franchisee candidates in Panama City to be part of an unprecedented growth campaign designed to increase its U.S. presence over time. Built over the last 64 years, Baskin-Robbins currently enjoys 98 percent brand awareness across the country and was named for the second consecutive year the number one ice cream and frozen dessert franchise in Entrepreneur magazine's annual "Franchise 500" ranking.

  8. The End

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