News releasesNews releases

Comms 211Comms 211

Evaluating a news releaseEvaluating a news release

Find the lead. Look for who, what, Find the lead. Look for who, what, where, why, when and how and where, why, when and how and then build a story around the most then build a story around the most important of them. important of them.

Eliminate fluff, concentrate on the Eliminate fluff, concentrate on the news. news.

Avoid free ads. Avoid free ads. Determine local news value Determine local news value

Rewriting a News ReleaseRewriting a News Release

Localize the story.Localize the story. Update the story. Emphasize the Update the story. Emphasize the

latest development in the lead.latest development in the lead. Verify the information in the news Verify the information in the news

release or story and correct any release or story and correct any errors.errors.

Get additional information for the Get additional information for the story, if it is available.story, if it is available.

News release exampleNews release example

From the World Economic Forum, Bill Gates From the World Economic Forum, Bill Gates announced a $200 million grant to establish announced a $200 million grant to establish the Grand Challenges in Global Health the Grand Challenges in Global Health initiative, a major new effort and partnership initiative, a major new effort and partnership with the National Institutes of Health (NIH).  with the National Institutes of Health (NIH).  The initiative will identify critical scientific The initiative will identify critical scientific challenges in global health and increase challenges in global health and increase research on diseases that cause millions of research on diseases that cause millions of deaths in the developing world. deaths in the developing world.

E:\PR Newswire for Journalists Welcome.htm

New York TimesNew York Times

The Bill and Melinda Gates The Bill and Melinda Gates Foundation is giving $200 million to Foundation is giving $200 million to identify critical questions about the identify critical questions about the leading causes of death in leading causes of death in developing countries and to create developing countries and to create an international competition to an international competition to entice scientists to solve them. entice scientists to solve them.

E:\Gates Gives $200 Million to Aid Poor Nations.htm

Unoriginal sourcesUnoriginal sources

New York Times rule: If you didn’t conduct the interview New York Times rule: If you didn’t conduct the interview give the source.give the source.

““It is a dark day in America,” said House Minority Leader It is a dark day in America,” said House Minority Leader Ralph Becker, D-Salt Lake, in a press release.Ralph Becker, D-Salt Lake, in a press release.

““Private prisons are a great idea,” Marvin Jensen, CEO of Private prisons are a great idea,” Marvin Jensen, CEO of Corrections Corporation of America, told the New York Times.Corrections Corporation of America, told the New York Times.

“ “Private prisons are a threat to the safety of corrections Private prisons are a threat to the safety of corrections officers,” Jim Stimson, leader of the a correctional officers officers,” Jim Stimson, leader of the a correctional officers union, said in a union news release. (This was posted on a union, said in a union news release. (This was posted on a Web site, but no reference to delivery medium is necessary).Web site, but no reference to delivery medium is necessary).

““Our stock is going through the roof,” Ralph Merit, CEO of Our stock is going through the roof,” Ralph Merit, CEO of Dot.com, was quoted on thestreet.com Web site.Dot.com, was quoted on thestreet.com Web site.

““We’re at the end of our rope,” stranded miner Jack James We’re at the end of our rope,” stranded miner Jack James told the Associated Press. told the Associated Press.

Tips for writing a news Tips for writing a news releaserelease

Why would anyone read about this?Why would anyone read about this? Inform the public and serve your Inform the public and serve your

organization.organization. Use AP style and news writing format.Use AP style and news writing format. Make it completeMake it complete Keep it to one pageKeep it to one page Use tip sheetsUse tip sheets Use a weekly or monthly calendar.Use a weekly or monthly calendar.Source: Melinda Colton, Jordan School DistrictSource: Melinda Colton, Jordan School District

Elements of a news releaseElements of a news release

LogoLogoRelease time – FOR IMMEDIATE Release time – FOR IMMEDIATE

RELEASE or EMBARGO timeRELEASE or EMBARGO timeContact infoContact infoHeadlineHeadlineDatelineDatelineTextText# # # at end# # # at end

Press releasesPress releases