Public Relations Primer
What Makes a Good News Release?
| Length: | 1 page is preferred. |
| Answers: | Who? What? Where? Why? When? In most cases these need to be answered in the first paragraph. Make sure it's news and make sure the news is up front. Tell why this is significant. |
| Writing: | Should be clear and concise. Should answer questions an objective person might ask. |
| Audience: | Emphasize the connection your information has to the audience of the media outlet that is receiving the release. |
| Style: | AP Style |
| Contacts: | Includes a contact name and phone number if the media needs additional information. Make sure that person can answer questions should the press call. |
| Identify: | Indicate at the top that this is a NEW RELEASE. Also make sure your release has a headline. |
| Photo: | If a photograph accompanies the release, make sure it includes a caption. |
How to pitch to various market segments:
Newspaper
- Know their
deadline.
- Establish a media contact. Cultivate and develop a personal relationship. Then if a story develops quickly, you can pick up the phone and convey information to your contact.
Magazine
- Remember their lead time is long 6-18 months.
Radio
- Establish a known contact, usually the assignment editor
TV
- Establish a known contact, usually the assignment editor
- If there
is nothing visual, there isn't a story.