Any communication plan usually includes writing a news or press release - a brief summary giving reporters information about your event or cause. News releases should be short (never more than a page or two), and should contain all the vital facts - including the name of your organization, its purpose, background, and who to contact for further information.
It's important to remember that a news release that isn't addressed to a specific person will usually end up in the newsroom recycling bin. You must target the information to specific contacts at your local media outlets. Call them first to invite them personally to your media event, and tell them you'll be sending some additional information. Then, when you've faxed or emailed your news release, call them again to make sure they've received it and to answer any questions they might have.
Elements of a News Release
Logo: Your logo, if your school or organization has one, usually goes in the top left-hand corner. Your logo is a visual reminder of your organization, so you should use it on all materials you distribute to the public.
Headline: Your headline is the first thing an editor will read. You want to draw the editor in, using your headline as a "hook." Your headline should be informative and inviting, though never sensational or shocking.
Date: Date your news releases for the day you plan to distribute them. News releases with last week's date on them could be mistakenly be perceived as "old news."
Lead: Your lead is the first sentence of your news release. Like the headline, your lead has to be both catchy and informative.
Body: Your body paragraphs should answer the questions, What? Why? Who? When? Where? How? For instance, the sample news release below announces an upcoming event. The body of the release explains why this event is being organized, who's organizing it, and gives details on when and where.
Contact information: Always include information on how to reach you with any questions. The most basic contact information should be a name and a phone number. You may also choose to include a second number (home, office, school, cell phone or pager), a fax number, an email address or a Web page address.
The news release, below, is a good example of proper structure.
NEWS RELEASE
Students working to avoid violence in the school
Sept. 9, 2001 - Students at East Hills High School are planning a workshop group for their peers in the wake of last week's stabbing incident at the school.
Organizer Maya Joshi says the workshop is part of a healing process for East Hills students, who are still coping with the shock of the incident. It will also explore ways of building better relationships among students, and between students and the rest of the community, she says.
Other events the East Hills Student Relations Council has organized in past years include a student rally protesting racism, and an annual Buddy Day with the Boys and Girls Club.
The workshop will be held Saturday Nov. 14 in the Multi-Purpose Room at East Hills High School. It will be a private event, but media are invited to attend at 3:30 p.m., when proposed solutions will be presented and the organizers will be available for interviews. For more information, contact:
Maya Joshi
Student Relations Council
East Hills High School
Tel: (604) 555-0102
Fax: (604) 555-1200
Email: maya.joshi@hotmail.com |
