Media by billhandy

VIEWS: 49 PAGES: 12

									News Releases, Media Alerts & Pitch Letters
Chapter 14

News Release
Aka press release, media release, or just release. Many prefer “news release” because it sound more credible  A simple document sent from a PR person or communications dept. with the purpose of dissemination of newsworthy information to the media  Intense competition to get coverage using this format
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Planning a News Release
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Plan before you write
– – – – Key message Primary audience(s) Benefit to audiences What’s the objective of the release? Create change, generate awareness, sell more, to inform, to enhance reputation, etc.

Format of a News Release
Written in AP style (always)  Standard 8 ½ x 11 paper, usually letterhead is best  Identify sender (usually upper left or right) by address, phone, e-mail  Tradition says write “for immediate release” if intended for immediate publication
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Format
Leave 2 inches between information and beginning of text  Provide an active headline - boldface  Provide a dateline (where news release originated) Stillwater, Okla:  1.5 inch margins on each side  Double-space text  12 point font  One page is best, if possible  Summarize entire story in first graph - most important stuff first!  Use ### (means end) or “more” at the bottom of page
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Format
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Write it like a story, use local angles when you can Include quotes Write it like the high five (inverted pyramid) Be concise Avoid jargon or clichés Double check all information!!! Always include organizational information in last paragraph (boilerplate) Double check all information

Internet Release
Use subject line of email  200 words or less  2-3 short sentences per paragraph  Bullet key points  Include contact at top or bottom  Never send attachment  Link back to release online
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Photos
Provide high resolution photos - at least 150-200 dpi (dots per inch) for newspapers  Magazines need at least 300 dpi  Web sites only need 72 dpi for fast downloading  Action shots are always better  Don’t forget scale for large or small objects
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Media Advisories & Fact Sheets
Lets the media know about an upcoming event, news conference, interview opportunities  Helps them get organized and get their calendars organized  Use bulleted points or outline instead of paragraphs
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Media Kits
Prepared for major events or new product launches or movie openings, etc.  Gives editors a variety of information and background and resources to make a great story  Can be on Web sites, which helps reporters!
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Media Kits include:
News release  Backgrounder  Fact sheets  News feature stories  Basic brochures  Background of company and spokesperson/bios  Everything is traditionally placed in 9 x 12 custom folder
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Pitch Letters
Short letter to the editors or journalis to grab their attention about a possible story  E-mail, hard copies, phone calls, twitter  BEFORE YOU PITCH, KNOW THEIR AUDIENCES and KNOW WHAT KIND OF STORIES THEY LIKE
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