aka: press release or a media release
this is a tool written in the form of a news story to help you distribute news.
Main idea of a news release
to generate publicity.
the content of the media. (newspaper stories, magazines, etc.)
Do we have ultimate control of what is in the media?
No. We do not.
Prompt a reaction.
What should our reputation be regarding news releases?
We need to have a reputation that we do not distribute anything but news.
Types of releases
1) announcement release.
2) spot announcement.
3) reaction release.
4) bad news release
5) hometown release
6) feature release
describes some kind of a change within your organization.
your reaction to something in the news.
your reaction to something that occurred to you.
bad news release
you announce that something bad has happened.
(hometowner) focuses on something newsworthy only to a small area.
specific about a person or topic.
- the time of day that you announce something.
- the time of day that you release something.
put yourself in the shoes of the consumer, and it will help you gauge time.
send stuff out with time to follow up and answer questions.
understand the manner of distribution
know how they want to get it.