What is a news release?

A news release is a statement about events or ideas of interest that the writers want to be broadcast to a large group of readers via local or national mass media. News releases may be produced by nonÐprofit groups to announce fund-raising events, for example, or they may also be produced by specific departments within a business firm (such as public relations or marketing departments). A news release may be intended to:

• Announce changes in key personnel, or in product lines or services
• Announce new developments, products lines or services
• Explain "the other side" of negative events (damage control)
• Make the general public aware of information that may affect them

Editors of newspapers and journals, as well as news directors of television and radio, use news releases as they decide what stories or events they will report. Editors often receive many releases, and in a competition for space or time, they are apt to print or broadcast the betterÐwritten ones, because it is less work on their part to do so.

News releases are often presented on preÐprinted letterhead designed specifically for them. If your organization does not use this kind of letterhead, be sure you include the name, address, phone and fax numbers for your organization, as well as the name and direct phone number of the person to be contacted in case of questions about the content.

Directions

Write a properly formatted news release (1-2 pages). Follow standard SOM 491 procedures for drafting, editing, revising, and handing in assignments.

First, imagine that you work for a specific organization, and then imagine an event that could be considered "newsworthy." Then determine what audience(s) would be interested in, or need to know about, this event.

1. Read the section on News Releases in your text (pp. 159-162).
2. The first sentence or paragraph of your release should be a lead, an attention getter.
3. Explain the event clearly and concisely, and include information about the "5 W's": Who, What, When, Where, Why (if appropriate, consider How as well).
4. Make sure information is presented in order of importance (editors cut from the bottom up).
5. Write an attentionÐgetting title for your news release, but one that is also appropriate. ("Bye Bye Bankers" is not an appropriate way to announce layoffs at a financial institution, for example).
6. Make sure you include the date or general time period that the information should appear before the public; and if you need an immediate release, highlight this information for editors.
7. Make sure you include contact information (the name of the person the editor should talk to if he or she has questions or wants more information).
8. If your release runs longer than one page, type "- MORE -" at the bottom center of each page except the last one. At the end of the release, type "- ### -" or "- 30 -".