News Release Writing and Working with the Media

©Copyright Laurie Boettcher 2010

News Release Writing and Working With the Media


1. All about news releases.

In our workshop today, we are going to talk about:



2. How to write the best news release.





3. Submitting our news release.






4. What happens when a reporter calls?







5. Preparing for the interview.







5. Preparing for the interview.

6. Practice campaign.



All About News Releases

What is a news release?

It is a typed pseudo-news story, written in third person, directed at members of the news media for the purpose of announcing something newsworthy.


Where did the news release come from?

On October 28, 1906, at least 50 people lost their lives when a three-car train of the Pennsylvania Railroad’s newly equipped electric service jumped a trestle at Atlantic City, NJ, and plunged into the Thoroughfare reek.

That afternoon, the railroad’s PRP, Ivy Ledbetter Lee created the first press release.


Press Release vs News Release


The first question we need to ask ourselves?

Is our information, whether it is a program, event, service, or general information, truly newsworthy?


• Community – Is it relative to our community?

• Impact – Does it affect our community?

• Timeliness – Is the information current and new?

• Profile – Is someone high profile involved?

• Conflict or Controversy

• Uniqueness – Is it odd, crazy, or truly unique?

• Human Interest – Does it tug at heartstrings?


If we answered YES! to any of those bullets, now we have to decide if we want to invite more attention.

If we send a news release, we are inviting more attention.


How to write the best news release.The best news releases are written in ‘inverted pyramid’ style.

What is inverted pyramid style? The most important information is first.


While there are several types of news release, most share these common structural elements include:

1. Headline 5. Boilerplate

2. Dateline 6. Close

3. Lead 7. Media contact information

4. Body


Headline

A headline is used to grab the attention of journalists and briefly summarize our news.

Ideally under 80 characters and written in title case.


Bad Headlines

“NEW WEBSITE THAT OFFERS EVERYONE THE OPPORTUNITY TO MAKE

LITERATURE ONLINE”

“Nortel Achieves 3.6 Megabits Per Second HSDPA Data Call With Qualcomm”

“NEW WEBSITE THAT OFFERS HERBAL WEIGHT LOSS PROGRAMS LETS TEENS

SPEAK OUT ABOUT WEIGHT ISSUES”


Good Headlines

“BIG LAUNCH: ONLINE NOVEL WRITING PROJECT THAT EVERYONE CAN JOIN”

“Nortel Achieves Record Speedwith Qualcomm”

“TEENS: ULTRA-THIN MOVIE, POP STARS SET BAD EXAMPLE”


Dateline

The dateline begins the news release. It contains the release date and usually the originating city of the news release.


Lead

The lead is the most important element in a news release. It is the story opener made up of 5W’s and an H. Objective is to inform and peak curiosity.


Begin the lead by bulleting our 5W’s and (if applicable) an H.

Once we have bulleted this critical information, we can more easily convert it to a paragraph.

Often times, our inspiration for a catchy headline comes in writing the lead or the body of the news release.


Body

The body backs up our lead. It is further explanation, statistics, background, or details relevant to our news release.

• Stick to the facts • Avoid hype (!)

• Use active voice • Never use all upper case

• Avoid extra words • Always check grammar

• Beware of jargon/lingo


Never start a news release with a quote; our story is what is important, not our quote.

If we are going to use a quote, we do it in the body of our news release.


Boilerplate

This is generally a short “about” section. It is a sentence or two describing our library.


Close

After the boilerplate or body and before the media contact information, the ### symbols indicate to media that the release is ending.


Media Contact Information

The name, phone number, e-mail address, mailing address, or other contact information for the PR or contact person.

If you would like more information or would like to schedule an interview, please call Laurie Boettcher at 000/000-0000

or e-mail [email protected].


Activity

• Write down three upcoming events at your organization.


Activity


• Pick your favorite one.


Activity



• Make a bullet point list of the 5W’s and an H of this program/campaign/event.


Activity




• Convert the bullets into a paragraph.


Activity




• Convert the bullets into a paragraph.

• Create a headline.


Before submitting a news release:

• Print it

• Proofread it

• Print it again

• Have someone else proofread it


Submitting Our News Release

News releases should be created in a Word document.

Copy the Word document and paste it into an e-mail.

Do not forget to attach the Word document as well.

*Photos can be good, too!


To whom should we send our news release?

• Local newspaper(s)

• Local broadcasters - TV and radio

• Specialty publications

• Chamber newsletter (if we are a member)

Don’t forget to include the news release or a link to it on our Facebook Fan Page, blog, and send a tweet!




What happens when a reporter calls?

If the media picks up a news release or story we pitched, CONGRATULATIONS!

We are being blessed with free publicity.


If we send a news release, it is our OBLIGATION and RESPONSIBILITY to respond to media inquiries unless we would like to be blacklisted.

Remember: Newspapers are under absolutely no obligation to publish anything for free, so we need to be grateful.


Use the handy-dandy Media Contact sheet to write down:

• Reporter’s name and phone

• Media outlet

•What the story is about

• Where the interview will take place

• If the interview will be live or taped (TV or radio)

• Story deadline


What if we are not prepared right now?Then we ask if we can finish up our project and return his/her call within the hour so s/he may have our full attention. Be respectful of deadlines!

What if we are not the appropriate person to answer the questions?Select an available expert who will positively reflect our library and then help him/her prepare for the interview.


If we ARE the appropriate person, let’s take a moment to prepare by:• Writing down notes on the topic and the brief message(s) we want to convey• Avoiding technical jargon; use lay terms (Remember,

cataloging, circ desks, and OPAC, oh my!)• Being ready to support our message with a few examples, stats, and/or facts• Keeping in mind what the public needs to know and how the topic impacts their lives


Location

Choose a location where we can screen out extraneous noises.

Hold our calls and turn off our computers, if possible.

Avoid rooms with loud background hums from air conditioning or heating units.


Attire

For television interviews, wear solid-color clothing.

Stripes, plaids, or other designs can cause problems with color TV pictures.

Avoid large, jangling, or reflective jewelry.


General Interview Notes

• No such thing as ‘off the record.’

• Speak with authority and energy.

• Begin at a basic level. Offer brief background on the subject.

• Be brief. Everyone is looking for the ‘sound bite.’

• Keep the interview positive.


• If questions veer off track, politely steer the interview back to our message.

• Speak in complete thoughts.

• If we do not understand a question, we need to ask for clarification rather than talk around it.

• Never say, “no comment.”


• If the reporter runs out of questions or doesn’t know what to ask, steer.

• If we do not have the answer, say so.

• If we are not sure the reporter understood our main points, ask him/her if they would like to clarify any points or if s/he has any questions.

• Be knowledgeable, sincere, compassionate, and energetic.


Most important of all, whenever responding to a question, we should use the BRIDGE philosophy:

• Answer the reporter’s question with yes or no.

• Briefly and factually support the answer.

• Bridge to a positive statement.


Broadcast Interviews

• If interviewed by phone, the reporter is required by law to tell us we are being recorded.

• TV and radio may use only a 10-30 second cut.

• In edited interviews, do not answer questions too quickly; pause briefly before answering.


• In edited interviews, it is okay to stop and start over.

• In a TV interview, look at the reporter.

• Stay stationary in front of radio or TV microphones and avoid sitting in a chair that rocks or spins.

• Be aware of and avoid nervous habits such as pen tapping that can interfere with the interview.


After the Interview

• Contact the reporter.

• Thank him/her.

• Ask when the story will appear/air.

• If we feel we misspoke or gave incorrect information, call the reporter and let him/her know.

• Offer to do a ‘fact check.’


After the Story

• Give positive feedback to reporters, if merited, after a story appears.

• If an error appears, let the reporter know right away.

• If we are unhappy with a story, we should share our concerns with the reporter first.

• For radio and TV stories, record the final broadcast to critique our own performances.



Let’s Put Our Knowledge to Work!Group 1: Positive

Renowned author Nicholas Sparks currently has the number one and two books on the New York Times Bestseller List. He is coming to YOUR library to do a book discussion, signing, and take four lucky winners out to dinner.

Write a press release for this event.Prepare for media interviews that may come from the news release being picked up.


Group 2: Negative

You are launching a new children’s Read ‘n Craft program at the library.

Also note, Mayor Grumpy McGrumpy is proposing a significant budget cut for your library, which has been the topic of recent news stories.

Write a press release for this event.Prepare for media interviews that may come from the news release being picked up.

Let’s Put Our Knowledge to Work!


You have 20 minutes to complete your news release. Have half of your team work on the news release, while the other half should jot down questions that

may arise from reporters receiving the news release.

Do your best.


Now that you have completed your news releases, submit it to the other team.

You have 10 minutes to come up with a list of questions to ask the other team from a

reporter’s point of view.


Get a partner from the other team.

Sit in the back to back chairs.

Person from team 1, you are a reporter who just received a news release that peaks your interest.Pretend you are calling to schedule an interview.

Next, person from team 2,pretend you are calling to schedule an interviewto follow up on the news release you received.


What did you get from the media’s interview request?

• What was the reporter’s tone?

• Did s/he mention the highlight of the story?

• What can you anticipate for questions?

• Do you need to do any research or fact-finding?

• Could the interview veer off track?

• Could it go negative?


Time to interview.

Each team pick a spokesperson for your team.


What did your team do well?

What could your team have done better?

Spokespeople, what would you have differently?

What ‘sound bites’ or ‘headlines’ could you take from the interviews?

Did the interviews help or hinder the events?

Were your interviews fair?


Questions?

Laurie BoettcherSpeaker, Trainer,

and Social Media Enthusiast

Education

News Release Writing and Working with the Media