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The Press Release. A Media Manager’s Most Basic Tool. By Jason Van Dyke, M.M., Special Assistant (Administration). Are You A Communications person?. You all are!. Agenda. Relationships Targeting The Press Release Formatting / Writing Follow-up. Relationships.

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the press release

The PressRelease

A Media Manager’s Most Basic Tool

By Jason Van Dyke, M.M., Special Assistant (Administration)

agenda
Agenda
  • Relationships
  • Targeting
  • The Press Release
  • Formatting / Writing
  • Follow-up
relationships
Relationships
  • THE single most important aspect of communications
  • How are relationships built?
    • On reputations
    • Hard work
    • TRUST / Honesty
    • Follow-up
relationships1
Relationships
  • Care and feeding of one’s relationships are critical to success
targeting
Targeting
  • Ultimate goal of the release is to have language you use and define used by the reporter in their story
  • Reality—Most releases are not read
  • How to catch attention and reach the goal?
    • Targeting
targeting1
Targeting
  • Two step process:
    • Know your audience
    • Anticipate and meet their needs
knowing your audience
Knowing Your Audience
  • Generally 2 audiences for a release
    • The reporter
    • The end readers
  • Each is different, but must be addressed simultaneously
who is the reporter
Who Is The Reporter?
  • Professional
    • Standards and norms they must conform to
  • Gatekeeper
    • They, along with the Editor, decide what is news
who is the reporter1
Who Is The Reporter?
  • Public good
    • See themselves as serving their readers
  • Provide a Product
    • Must provide a productpeople WANT
who is the reader
Who is the Reader?
  • The “average citizen”
    • Best to imagine some just like you
  • Looking for information AND entertainment
    • They want hard news, but in a form that is interesting ,compelling, and relevant
who is the reader1
Who is the Reader?
  • Pressed for time
    • Busy lives and lots of competing information
  • Don’t assume they know anything, but NEVER lie or “stretch” the truth
audience needs
Audience Needs
  • The Reporter
    • Good story
    • News values
      • Impact • Current interest
      • Timeliness • Conflict
      • Prominence • Proximity
      • Novelty
audience needs1
Audience Needs
  • The Reader
    • The five W’s
      • Who • When
      • What • Why
      • Where • How
    • Conditioned to accept the News Values as valid
the press release1
The Press Release
  • Basic tool
  • Fixed format
    • Looks and reads like a news story
    • Gives information in briefest space
    • Easy to read and understand
  • When used correctly – very effective
press release format
Press Release Format
  • Who is sending the message / contact information
  • The words “For Immediate Release” and the date
  • A headline or title
press release format1
Press Release Format
  • A lead (leade) that encapsulates the entire story in the first sentence
  • Background information in the last paragraph
  • Some sort of symbol indicating the end (### or -end-)
ap style
AP Style
  • How all news is written
    • AP Style Guide
  • Active Voice
  • Inverted pyramid
  • Lead(e) Sentence
  • Quotes are important
  • NO PUFFERY
pictures
Pictures
  • Action pictures
  • People pictures
  • Avoid clichés
  • Include attribution / credit
follow up
Follow-up
  • Do you already have a relationship?
  • Good time to start one
  • Also includes watching the news, getting the paper, or checking online to check your coverage
  • Assess success / failure
let s try it
Let’s try it!!!
  • Facts:
    • Election of Officers
    • Event happened yesterday
    • Picture will be included
example 2
Example 2
  • Facts:
    • Event: RiteCare® Clinic Opening
    • Next week at 3:00 pm
    • Mayor will be there
    • Food will be served to the public
    • Free testing for children
    • Ribbon will be cut by local news anchor who was treated forstuttering
the press release2

The PressRelease

A Media Manager’s Most Basic Tool

By Jason Van Dyke, M.M., Special Assistant (Administration)

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