BMC 2524: Promotional Writing

Week 3
New Releases
Ref: Marsh et. al. (2011) (Sec. II); Wilcox (2009) (Ch. 5); Whitaker et. al. 1
(2009) (Ch. 13).
 Learning Outcomes
By the end of this lecture, students should be
able to:

Describe the reasons for writing news releases

Differentiate the different types of news
releases
Compare the elements and components of
news releases
Produce sample new releases using the given
format
Describe reasons writers often rewrite news
releases 2
 The Value of News
Releases
News releases have been the single most
commonly used tool for media relations.
News releases remain an important tool for the
PR writer despite todays fragmentation of the
mass media and the emergence of new
opportunities with organizational and interactive
media.
They provide an opportunity to help the writers organization
communicate its message to its various publics.
A news release is a document or news story
that conveys newsworthy information about your
organization to the media by a PR practitioner.
It may announce an event or provide a follow-up report.
It may present the organizations position on an issue or report
significant progress within the organization.
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 News releases generally are written as if they
were for the newspapers.
however, other news media, such as TV stations, will
usually edit news releases for their particular needs.
Writers and journalists agree that a newsworthy
story has at least one of the following elements:
i. Timeliness: the story is up-to-date and contains new
information.
ii.Impact: the story affects the readers.
iii.Uniqueness: the story is different from similar stories
iv.Conflict: the story involves a clash of people and/or
forces, such as nature.
v.Proximity: the story describes events geographically
close to the targeted readers, viewers or listeners.
vi.Prominence & Eminence: the story involves a
famous person such as a politician, business leader or
an entertainer. 4
 Why Write a News
Release?
The primary reason is to help achieve
organizational objectives.
New releases create awareness about ideas, situations,
services, and productspeople start the decision
making process after awareness has been created.
News releases are cost-effective.
Any organization can create and distribute news
releases at nominal cost compared to the cost of
buying advertising.
News releases have the credibility factor.
New releases appear in the news columns of
newspapers, and studies consistently show that people
consider information in a news story much more
believable than an advertisement.
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 Types of News Releases
A news release can be prepared on virtually
any subject that would affect or interest a
general or specialized audience.
Five basic types of news releases:
1. Announcements
2. Spot Announcements
3. Reaction Stories (or Response Releases)
4. Bad News
5. Local News

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 1. Announcement

Releases
Announcements herald such occurrences as
personnel appointments, promotions and
changes, new products or services, reports of
sales, earnings, mergers and acquisitions, events,
awards, contests, policy changes, anniversaries,
price changes, layoffs, construction, openings and
closings of facilities, legal actions, etc.
Announcements to be made by the highest-
ranking person in the organization: prominence is
news value.
However, when it comes to localizing news, the
local manager is more prominent to the local
press than the company president whose office is
in a distant city. 7
 2. Spot Announcements
When things due to some outside action or influence
happen to an organization, a spot news release may
be in order.
Example: When a storm disrupts the services of a public
utility, a fire or an accident stops work, a flood closes a
road, a strike closes a factorythese incidents lead to the
issuance of a release that tells what has happened and
what effect it is having.
If the affected organization does not give the news
to the media, reporters will write their own stories
and may do a poor job because they dont have all
the facts.
Often, spot announcements have follow-up stories
which are released later.
These follow-up stories carry additional detailed
information and report on progress toward solving the
problem. 8
 3. Reaction Releases
Reaction releases are used when something is
done or said that may harm an organization.
Example: A charge that a factory has unsafe
working conditions, a lawsuit claiming injury, or a
finding that a certain food additive may cause
cancer.
Another use of the reaction release is to hitch
on something that, though not harmful on the
organization, has some bearing on it.
Example: if the Environmental Department
announces an easing of controls, an affected
company might issue a release stating that it will
continue its policy of nonpollution and outline that
policy. 9
 4. Bad News
Some organizations suppress news that might
reflect badly on them: this is a sure way to make
things worse.
People will talk, rumors will spread, and investigative
reporters will take a major interest in exposing the
cover-up.
The only way to make the best of such a situation
is to confront the issue.
A release giving facts and the organizations point
of view should be drafted immediately.
If reporters ask for more information, it should be
given to them.
Another approach is to bury bad news within a
story. 10
 5. Local News
The most common reason that news releases
dont get used is the absence of a local angle.
Although many publications and broadcast
outlets serve a national audience, the reality
is that most media outlets serve local
audiences.
Two ways to localize:
i. Use the names of local people
ii. Use information that is of local significance
You can also gain more publicity by extracting
local statistics from general report.

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 Basic Elements of a
News Release
Over the years, standard components have become identified with
effective news releases, including categories of information that go
in the heading, the text of the news release, and the footer.

Summary news lead

Benefit statement

Info/action statement

Secondary details

Components of a News
Release and a News Brief.
Note that the summary news Background
lead, benefit statement, and
info/action statement
together form the news brief, Organizational
which is the first part of a
more comprehensive news ID 12
release.
 Elements of a News
Release Explained
News releases are rooted in common journalistic techniques,
but they have some unique features that take them beyond
the basic news stories. The news releases use a summary lead
and follow the inverted-pyramid style.

Summary News Lead: the summary lead gives primary info.

This leadusually one parahighlights the basic facts and
their significance to the audience.
Benefit Statement: following the lead, the benefit statement
should indicate clearly the value to the audience. It tells what
the audience might derive from the activity or issue being
reported. This statement often is presented in the form of a
quote. The benefit statement is one writing element added to
the basic news reporting format of journalistic writing.
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 Action/Info Statement: rounding out the basic elements
of a news release is an action/info statement that clearly
indicates how the audience can become involved or where
if can obtain additional info. Like the benefit statement, the
action/info statement is an addition to the basic news
reporting format.
Secondary Details: Less important details follow, but
these should be kept to a minimum.
Background Information: Additional background info
provides a context for the summary and benefit statement.
This info sometimes gives relevant history or explains the
environment if an issue.
Optional Organizational Identification: some writers
add to their news releases a final para that serves as
organizational identification. This ID is a standard para
providing background on the organization releasing the
info. Some writers present this info as a final para in the
release itself. Some other writers present it as a note so
editors and news directors will have background info on the
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organizations.
 Parts of a News Release
A news release has six basic components:
i. Letterhead: the first page of a news release is
usually printed on an organizations letterhead,
which gives the name of the organization, address,
telephone and fax numbers, email addresses and
Web sitesmany organizations tailor a letterhead
specifically for news releases (refer to Structure of a
News Release).
ii. Contacts: The contact person is listed directly after
the letterhead (sometimes way down at the bottom
of the page)often the writer of the news release,
or the director of PR; include full name, telephone
and fax numbers, and email address. It is assumed
that he or she is qualified to answer any reporter
inquiries about the subject in the news release.
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iii. Headline: Most news releases carry a brief headline;
in boldface and slightly larger type than the one used
in the body of the news releases text. This is to give
editor a quick indication of what the news release is
about.
iv. Dateline: The dateline usually appears at the start of
the lead para which is simply the city and state where
the release originated, and the date. Another
approach is simply to put the date on the release
above the contacts name.
v. Lead paragraph: The most important part of the
release is the lead paragraph. In one sentence, you
must give the reader the basic details of the story.
Focus on the most newsworthy point of the story and
to reserve other details until later in the story.
vi. Body of text: Use the inverted pyramid structure
that is, in order of importance and slowly working
your way down to the less important. 16
 Structure of a News
Release
Heading Structure: at the top of the news release is
the name and address of the sending organization
along with the name and telephone number of the PR
contact person. An optional element in the news
release heading is the news flag (which is simply the
words News or News Release printed in large letters).
The top of the release also includes release date,
indicating when the release may be used. This is
usually designated For Immediate Release, indicating
the media are free to use the info as soon as they
receive it.
An alternative kind of release dateseldom used
anymoreis an embargo which indicates a future
release point, such as For Release on or after Friday,
May 13, at 6 a.m.
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 Text Structure: the body of the news release may begin
with a headline or summary. The first para begins with a
dateline if the release is to be distributed beyond the local
area of the sending organization. The text of the release
should be presented in short paras in double-spaced,
professional-looking type with standard indents and a
ragged right margin. This format presents the look of a
manuscript or a work-in-progress that invites an editor or
news director to begin editing and adapting the release for
media use.
Footer Structure: A visual signal indicates the conclusion
of the text. This end mark may be written as a series of
hatch marks, ###; the word end in capital letters with
double parentheses, ((END)); or the traditional printing
notation,
-30-.
If the text continues onto a second page, the first page ends
with a more line in double parentheses: ((more-more-more)).
Then the second page begins with a slug line that recaps the
headline or uses the name of the sending organization along
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with the page number.
 According to Webster's New World Dictionary of Media
and Communications, the symbol may have come from
the use by telegraphers of three X's, also the Roman
numeral for 30, to signify the end of a dispatch. Or it
may have started as an indication of the number of
words in a dispatch. The first press dispatches from
Civil War battlefields ended with 30, by then the
standard signoff. The symbol also may have stood for
the amount of time during which reporters were
allowed to use the military-controlled telegraph lines
during the Civil War. The "30" at the end of the
dispatch told telegraphers at the receiving end that the
dispatch was completed and that time was up."

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 Format (Headings)
Organizational Letterhead

News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION:
Apr. 25, 2012 George Liew
Public Relations Director
Ph: (03) 8765-4321
Fax: (03) 8765-4320
E-mail: liew.g@yourprfirm.com

Malaysian Red Crescent Society (PBSM) schedules free health checks at

KLCC

KUALA LUMPURThe Malaysian Red Crescent Society.

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News Release Writing Style
Keep it short: Short sentences, short paras, short
releases. Try to keep to one page, no more than two.
Use simple language: Keep word choices simple.
Avoid subjective superlatives.
Attribute matters of opinion: NRs are vehicles of
facts, not opinion or speculation of the writer.
Opinions must be attributed to the person or
organization holding it.
Write for, but not to, the audience: Dont tell the
audience what to do. Effective NRs provide info of
interest to the readers, but do so impersonally, and
they provide info but not directions. If directives and
motivating statements are necessary, present them
as quotes from an authoritative source.
Lead with the news: Begin with the newsworthy
aspect of your story, not with minor details such as
time or place. Dont focus too much on the org.
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 Use passive voice when appropriate: it may be true
that active voice is stronger and more direct, but passive
voice has a place. PR writers often use it for their leads,
emphasizing the news rather than the newsmaker.
Emphasis on the news: Melvin Chick has been appointed
executive director of the Center for the Enhancement of
Poultry Farming.
Emphasis and self-focused on the newsmaker: The
Center for the Enhancement of Poultry Farming has
appointed Melvin Chick as executive director.
Avoid promotionalism: NRs are not advertisement. Avoid
overly polite and formal phrases such as proud to
announce. Strive to keep the release balanced. A good
release should not sound as if it were prepared by a
cheerleader. Rather, it should read as if it were written by
an objective news reporter.

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Examples

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Examples

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 Placement
A news release does no good unless it is published.
Getting something published is called placement.
Placement depends on delivering the story to the right
gatekeeper through the right channels at the right time.
You must get the story to the editor or reporter who is
most likely to be interested in the particular subject.
News releases must be timely: the media thrive on late-
breaking information and want to know about events
when they happenthese can always be emailed, faxed
to a newspaper at the last minute and get published.
Think of how you can produce several releases
emphasizing various angles of the same topic or subject.

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 Other considerations
The standard paper for a news release is:
Asian and Europe: plain white A4 size
The United States: Letter size (8.5 x 11 inches)
Spacing and Margins:
On print: double-spacing is the standard for
printed news releases.
Allows editors the extra space to do editing and rewrites
Email and Internet: single-spacing is the
standard format.
Use the Associated Press Stylebookit is the
standard reference for writing news releases,
unless specifically told to do otherwise.
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 News Release Outline Form to help
you organize your ideas on paper
News Release Outline Form

Objective of Release: _______________________________________________________________

_________________________________________________________________________________

Lead:____________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

Para 1 (Main idea): _________________________________________________________________

_________________________________________________________________________________
_________________________________________________________________________________

Para 2 (Main idea): _________________________________________________________________

_________________________________________________________________________________
_________________________________________________________________________________

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Para 3 (Main idea):
_________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

Para 4 (Main idea):

_________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

Para 5 (Main idea):

_________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

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 What not to do!
Examples of Headings
Drunk Gets Nine Months in Violin Case
Safety Experts Say School Bus Passengers Should Be
Belted
Survivor of Siamese Twins Joins Parents
Iraqi Head Seeks Arms
Eye Drops off Shelf
Reagan Wins on Budget, But More Lies Ahead
Shot Off Woman's Leg Helps Nicklaus to 66
Enraged Cow Injures Farmer with Axe
Two Soviet Ships Collide, One Dies
Two Sisters Reunited after 18 Years in Checkout Counter
Cold Wave Linked to Temperatures
End of Lecture

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