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foundations_news release


Cassiano Polesi

on 14 October 2009

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Transcript of foundations_news release

foundations_news release writing the news release or: the [press release] Between 55% and 97% of all news send to media are never used! why to write a news release?? to help achieve organizational objectives;
cost-effective way to distribute news;
credibility: people consider information in a news story to be much more believalbe than an advertisement. Wirthlin Group survey: 30% for almost of 1,023 adults, a news article would affect their buying decitions.
only 8% indicated that an ad would do the same. Planning the basic questions:
what is about? (and why);
For who (which is the target);
So what? (why this target would "buy" the history?)
Organization goal?
What is your goal? To inform? To change attitudes? To increase attendance to an event?
What is the key messages? Can they be taylored to the public?? + who?
how? paper, spacing, margins, and... internet Paper:
traditional is letter (8.5x11in; 20-24 pound weight); Europe, Asia (and Brazil, with maybe South America) the size is the A4;
Avoid fancy colors (hum...);

standard is double-spacing for printed NR distributed via fax (!) or regular mail;
single-spacing for e-mail or other internet based distribuiton options;
standard is 2in from the top and about 1,5 in for sides and bottom; it can vary.

other typographic advises:
10-12-point type;
Courier (!), Times (!) are popular... (humm...);
Don't split sentences or paragraphs betwen the pages;
Write "more" at the end of each page if its continues;
End the NR with -30- or end or ###
use AP style! W w w w w Types of NRs annoucements
"important"news, if they are really new and interesting: new products; new people, reports of sales, acquisitions, merges, events, price changes, whatever...;
spot annoucements:
any outside action or influence due to the organization;
Reaction releases:
when an event or situation has an impact on the organization;
Bad news...
Becareful with the approach!!
Local news
local angle! Most media outlets serve local audiences or: localization, localization, localization!!! parts of a traditional NR letterhead contacts headline dateline THE LEAD body of text description of the organization writting e-mail and preparing the multimedia NR:
http://www.nrelease.blogspot.com Usually, the organization letterhead with:
complete address, phone numbers, e-mail, sites (and any other relevant way of contact);
LH specific for releases is OK;

Traditional and not necessary (?):
"News Release";
"For Immediate Release"; or
"For Release after 4pm, October 14"; or
"Embargoed" news » Is it risk?
Person in charge is listed after the letterhead:
contact's (full) name, phones, e-mail;
the person need to know the subject AND be available to attend and respond calls;
Just try to be in touch or leave a voice-mail and, please, get back to the reporter, if they make a contact. The bottom line, the newsworthy of the story:
Factual, devoid of hype, and to the point;
Try a second HL, or subhead, with additional key info;
HL are written in the active present tense:
Merck develops new drug for asthma
UFCW reach agreement with Grocers
Northwest names Richard Hirst VP one message, one story tip begin writting your story with the headline WHERE (in capital letters), and date; mention state only if necessary:
GAINESVILLE, FL — October 14, 2009 It's the most important part of the NR!
It's the most thoughtful part of the job;
(that's the reason why come up with the headline helps to focus the story)

... use hype;
... flowery adjectives;
... techno blah-blah-blah!

10 tips:
Failure to provide a headline...
Boiler plate...
Spelling/grammar errors;
Punctuation errors;
Hyperboles goes up...
Contacts must know about...
Too long:
Be accessible at all times. it's articulate the story paragraph with everything but the news.... "OK ... brings me the data" the best are the briefest; let reporters request more info, if they want to credibility goes down... Paragraph 1:
A) Lead, with the most important facts;
B) Attribuition, less essential info;

Paragraph 2:
A) Background intro; names of key sources;
B) Secondary sources


The idea: succinct news with all the important info. Dr. Kathleen Kelly
Public Relations Foundations
PUR 6006, September 2009
University of Florida
by Cassiano Polesi
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