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1
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- Community Media & TV News Reporting
- Project VOICE
- Conduct By VATV Training Team
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2
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- An announcement of an event, performance, or other newsworthy item that
is issued to the press
- For example, when a large company launches a new product, their public
relations officer would compose a press release with the relevant
details.
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3
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- Press coverage and media attention can be more effective than any other
type of advertising
- A well written and well received press release can garner great rewards
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4
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- There is a fairly standard format for creating press releases. Each
press release should include the following:
- Identify the Main Elements: Who, What, When, Where, Why and How
- Know Your Audience
- Headline: Needs to be written so that it is equally as alluring as it is
informative
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5
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- Organize Your Information: All information that you present is organized
from most important to least important
- Be Accurate: Stick to the facts and avoid making subjective statements
- Include Quotes: Support your assertions with quotes from analysts,
customers
- Include a Background: Include all details about the news.
- Provide Contact Information: A name,
phone number, and preferably an email address of a PR contact.
- ENDS or ### This indicates the end of the press
release.
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6
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- FOR IMMEDIATE RELEASE:
- Competition is Healthy Says Lemonade Stand Queen
Hamilton, New Zealand - November 12, 2004 - Increased competition
in the local lemonade stand market should be welcomed, according to the
operator of popular lemonade stand "Shelly's Pure
Lemonade".
12-year-old Shelly Smith has been selling her home-made brand of
lemonade from the footpath in front of her parents' North Street home
for 18 months and has seen the highs and lows of the trade.
"Stands come and go," says Ms Smith, "but when
there are more stands around the vendors are more serious. They try
harder and make a better product. That gives our customers confidence
and sales go up."
In recent months the number of lemonade stands in North Street
has risen from three to five. Experts believe this trend will continue,
with the possibility of two or even three new stands before the end of
summer.
Ms Smith feels that a stable supply of lemonade will also benefit
the streets' economy.
"People know that if they are thirsty, North Street is the
place to come. With plenty of lemonade stands on this street it doesn't
matter if some of the vendors take a day off. The customer is never
disappointed so they always come back."- Shelly Smith is a sole trader of lemonade and occasional cookies. Her
stand at 223 North Street is usually open weekdays after school and
weekends, except when she is playing with her friends or watching a
movie.
- Contact:
Shelly Smith
my@email.com
- 233 North Street,
Hamilton,
New Zealand
Ph: +64-877-9233
###
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7
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- Missing the main point
- Not knowing the target audience
- Including too much or too little information
- Improper reporting or analysis statistics
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8
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9
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- Develop a list of news media contacts
- Determine how editor prefer to receive the information
- Send the press release well in advance
- Include at the top: Who, what, when, and where, with contact person
information
- The headline is the most important part
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10
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- The press release needs to be brief, concise and well-written
- Discuss why the public should be interested
- Use active verbs in the present tense
- Be clear about what actions you are recommending
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Notes
