"A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy." Wiki

5 W’s and 1 H Rule

Who? Who are the key players — your company, anyone else involved with the product? Who does your news affect/who does it benefit?

What? What is new?

Why? Why is this important news — what does it provide that is different?

Where? Where is this happening/is there a geographical angle/is the location of business relevant?

When? What is the timing of this? Does this add significance?

How? How did this come about?

Core message Who is the target media Language as per the media Type of language

For Immediate Release or Embargo

Give a Title to the release

Use double spacing

How many paragraphs !

Crisp

Factual tone

Short and concise

No lengthy explanations please !!

Use words like :End, For More Information, For Further Details

Do leave your Mobile Number

The more accessible you are the better

Goes at the end of the release

Provides information on the company

Local press (the area in which the company is based)

Specialist press (the company’s sector)

Specialist press(read by the people who will benefit from the news release)

Consumer press(if there is more mainstream benefit)

National Press (if there is significant impact or change)

Process of giving the release to the media

Once issued the information in the release is public and can be used by the media

It is important to decide the time, date and day of issuing the release

Via fax

Meeting personally with a copy of the release

Over Email – Please PASTE the release in the mail. NO ATTACHMENTS

FOLLOW UP POST DISSEMINATION IS A MUST

Take high resolution images

Be careful be branding and logo

Think creatively

Take journalists permission before mailing them

Assess if the story has news value and if a release is appropriate.

Research the target press and media. Review publications to get a feel for the tone and style. Identify deadlines.

Identify the key facts – ask who, what, why, where, when, how?

Draft a template structure for your story. Decide who should be quoted from your organisation

and if third-party quotes would be useful. Check whether a photo can support the release.

It is what goes from the client to the agency

A good PR brief must answer all

questions 5 W and 1 H

There is no standard format, different organizations follow different templates

Amul is a leading company in milk and dairy segment with presence across the country. Recently Amul has launched flavored lassi for the chandigarh market. The Lassi priced at Rs 15 will be available in 100 ml bottles. The lassi is available in Mango and Rose flavors.

Players like Mother Dairy, Britannia are already present in Chandigarh with their Lassi range. However none of the existing players sell flavored lassi.

Spokesperson will be Mr A, GM Marketing Amul Amul flavored lassi’s are not only tasty but they offer health benefits as

well. Real rose petals and mango pulp has been used. The packaging design is in 100 ml plastic bottles, it is convenient and

can be used as a ready to go drink. Its easier to store and carry as well. All the other players sell the lassi in pouches which is makes it difficult for the consumers.

The product will be available across Chandigarh market in different kirana stores and Modern retail outlets

A video news release (VNR) is a video segment made to look like a news report, but is instead created by a PR firm, advertising agency, marketing firm, corporation, or government agency. They are provided to television newsrooms to shape public opinion, promote commercial products and services, publicize individuals, or support other interests. News producers may air VNRs, in whole or in part, at their discretion or incorporate them into news reports if they contain information appropriate to a story or of interest to viewers.