A news release is a simple document whose primary purpose is the dissemination of information to mass media such as newspapers, broadcast stations, and magazines.
The media rely on news releases for several reasons:
- The reality of mass communications today is that reporters and editors spend most of their time processing information, not gathering it.
- No media enterprise has enough staff to cover every single event in the community.
The news release is no paid advertising. News reporters and editors have no obligation to use any of the information from a news release in a news story.
Here are some tips for “news centered” releases:
- Use short, succinct headlines and subheads to highlight main points and pique interest.
- Don’t use generic words such as “the leading provider” or “world class” to position your company.
- Don’t describe products using phrases such as “unique” or “total solution.” Use specific terms or examples to demonstrate the product’s distinctiveness.
- Use descriptive and creative words to grab an editor’s attention, but make sure they are accurate and not exaggerated.
- Don’t highlight the name of your company or product in the headline of a news release if it is not highly recognized.
Media Alerts are used to let the media know about an interview opportunity with a visiting expert or alert them that a local person will be featured on a network televion program.
The most common format for media alerts is short, bulleted items rather than long paragraphs.
A typical one-page advisory might contain the following elements:
- a one-line headline
- a brief paragraph outlining the story idea
- some of journalism’s five Ws and H
- a short paragraph telling the reporter who to contact for more information or to make arrangements
Fact sheets are usually one to two pages in length and serve as a “crib sheet” for journalists when they write a story.
A fact sheet about an organization may use headings that provide:
- the organization’s full name
- products or services offered
- its annual revenues
- the number of employees
- the names and one paragraph biographies of top executives
- the markets served
- position in the industry
- any other pertinent details
A pitch letter is a short letter or note to the editor that tries to grab their attention.
Public relations people also use pitches to ask editors to assign a reporter to a particular event, to persue a feature angle on an issue or trend, or even to book a spokesperson on a forthcoming show.
If you are doing a pitch by email here are some specific guidelines:
- Use a succinct subject line that ells the editor what you have to offer; don’t try to be cute or gimmicky
- Keep the message brief; one screen at the most
- Don’t include attachments unless the reporter is expecting you to do so.
- Send tailored email pitches to specific reporters and editors; the pitch should be relevant to their beats and publications.
- Personally check the names in you email database to remove redundant recipients.
Notes are taken from Public Relations: Strategies and Tactics by Dennis L. Wilcox and Glen T. Cameron.
