PR: News Releases
|News Release|| 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.|
|editorial coverage||the content of the media. (newspaper stories, magazines, etc.)|
|Do we have ultimate control of what is in the media?||No. We do not.|
|Our purpose|| Inform.|
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
|announcement release||describes some kind of a change within your organization.|
|spot announcement||your reaction to something in the news.|
|reaction release||your reaction to something that occurred to you.|
|bad news release||you announce that something bad has happened.|
|hometown release||(hometowner) focuses on something newsworthy only to a small area.|
|feature release||specific about a person or topic.|
|Timing|| is essential.|
- 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.|