Phil H
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Joined: 23 May 2007
Posts: 34
Location: Greenwich, London, UK
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 Posted: 24th May, 2007 8:36 am UTC Post subject: Toolkit: Putting together a press or news release |
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Marketing & PR. Getting customers and keeping them without breaking the bank. (2007) Philip R Holden and Nick Wilde. London, A&C Black.
Toolkit: Putting together a press or news release
In Chapter 8 pf 'Marketing & PR' we discussed the use of news and press releases. News releases are used to target TV and radio stations while press releases are used to send information to publications such as newspapers and magazines. Use the template that we have set out below as a structure for all of your press releases.
Try to research all of the publications in your specialist area, taking note of their requirements and who the main points of contact are. Try to gain an appreciation of how a newsroom operates. They are busy and at times hectic places as deadlines approach. Think how you can make journalists’ lives easier. Don’t hassle editors to cover your story. In the media, persistence usually doesn’t pay off but just creates the wrong impression. If the editorial team don’t think you have a story that they can use, then you don’t!
PRESS RELEASE
Today’s date
This allows the department receiving the release to decide how newsworthy the article is. The older the date, the less likely it is to be perceived as news.
For immediate release
It goes without saying that you have sent this in at the right time for it to be used. If the story isn’t ready to be released, don’t send it.
Heading
It is difficult to write headings as good as your target publication’s and it is likely to be changed, but it is still worth putting something down. Practise writing headings in less than 10 words. ALWAYS include the most important/interesting point.
First paragraph
Remember that the rest of the release might be cut, so it is important that the main facts of the story are in this section.
You should include the five W’s: who, what, why, when and where?
Who is the story about? (in this case your company, your staff or customers)
What are you going to do?
Why are you going to do this?
When will it happen? (it’s important to provide dates, times etc.)
Where will this event take place? If this is about an event that has already taken place, make this clear.
Subsequent paragraphs
These are a development of the first paragraph and can include more detail. Try to limit the total release to about one side of A4. If the publication needs more information, the editorial team will contact you.
Include quotations
Try to include a quotation in the release. This makes it look as if you have been interviewed by the journalist.
Ends
Centre this at the end of the press release so that the journalist can see where it finishes.
Notes for editors
Here you can include some additional background which the editor might choose to use.
Contact details
Make sure that the journalist can get hold of you easily if he or she needs to follow up the story. Does your website contain additional information that the publication can access? If you have spent a great deal of time trying to get information released in a publication, don’t blow it because your phone was switched off when the editor needed to speak to you. If she is pushed for time then she will probably drop the story.
Does the paper/newsroom/publication have its own guidelines for news releases? If so, make sure you follow them.
Sending photographs
The use of digital cameras has made it much easier to produce professional looking photographs. It is worth including a photograph, if it suits your press release. Check with each publication which format they would prefer. We frequently get comments about the ‘resolution’ of the photograph – that it isn’t high enough for print purposes. Remember that if the story is very interesting, the publication might send a photographer round to get a picture (see Chapter 8 and creating photo opportunities).
Criticisms of news releases
1. They are adverts disguised as releases and therefore are not newsworthy. Experienced editorial staff will easily spot this type of release.
2. They are confusing for the newsroom, so are quickly discarded.
3. There are important contact details missing which the newsroom doesn’t have time to chase up.
4. The story has been used elsewhere and therefore isn’t news.
5. The sender hasn’t tried to adapt the article for the publication but has sent a general press release to a number of different publications.
Now, please post your comments and experience. Does it help you to plan your press releases in this way? What is your experience of getting your news into the media?
(c) 2007 Philip R Holden & Nick Wilde |
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