Chapters 14 & 15

News Releases (press release):

  • news releases are not paid advertising.
  • they are judged solely on their news worthiness, timeliness, and interest to readers.
  • write them as if someone is actually talking.
  • focus on the news, not on your company.
  • tie your current announcement with current news or trends.
  • follow the AP Stylebook format.

Before you Write:

  • What is the key message?
  • Who is the primary audience?
  • What benefit or reward does the audience gain?
  • What objective does the release serve? (increased sales, enhance reputation, increased attendance at an event?)

Email Format:

  • Single space
  • Use bullet points
  • Never send as an attachment
  • List contact information at the end of the news release
  • Make the release 200 words or less
  • Use short paragraphs – 2-3 sentences per paragraph.

Chapter 15 – Radio, TV & the Web

Media Outreach:

1.  The Web:

  • Podcasts – digital recordings of broadcasts used to provide helpful information.
  • Webcasts – Satellite media used to transmit news conferences and interact with journalists.
  • Blogs – written by amateur or professional writers, used to express opinions, observations or criticisms and provide information.

2.  Television :

  • Video News Releases
  • Satellite Media tours – one-on-one interviews with a series of stations conducted around the country.
  • Personal Appearance shows
  • Product Placements

3.  Radio:

  • Radio News Releases
  • Public Service Announcements
  • Media Tours – similar to satellite media tours

Sources: Public Relations Strategies and Tactics, www.sjsu.edu/people/dennis.wilcox

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