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1LibreOffice Bern 2014 Conference Presentation
Handling PR Announcements
Italo Vignoli
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Our Target
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Importance of Media Relations
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Media Taxonomy
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News Releases
PurposeTo deliver a strategic messagefrom TDF to the news mediaHoping that the media will publishor broadcast our message
AudienceJournalistsMedia
Key to successOnly newsworthy informationthat appeals to the audienceof the targeted journalist
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Style of News Releases
Three styles of traditional news releasesPrepared in ready-to-publish format
AnnouncementFeatureHybrid
Four other styles of news releasesPrepared in not-ready-to publish formats
Social media news releasesShort teaser news releasesMedia advisoriesPitches (letters, e-mails and telephone calls)
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Content of News Releases
NewsworthinessTimeliness & ImpactUniqueness & ConflictProximity & Celebrity
HeadlinesNewspaper styleRough complete sentencesUsually present tense
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Content of News Releases
Three kinds of traditional news releasesAnnouncementFeatureHybrid
Written as ready-to-publish news storyObjectiveNonpromotionalNo unattributed opinions
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Organization of News Releases
Feature organization in feature releasesStorytelling skills
Strong “hook” leadDramatic conclusion
Avoid inverted pyramidFused organization in hybrid releases
Hook leadInverted pyramid following lead
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The Inverted Pyramid
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Email News Releases
Journalists often prefer e-mail news releases with links torelevant Web sitesSubject line must be concise and newsworthyHeadings are more concise than "paper" news releasesOnly “For Immediate Release” and the date can appear abovethe headline“For More Information” data must appear at the bottom of thenews releaseHeadlines should be boldface and in newspaper style“-30-” or “###” might appear after the final sentence but abovethe contact information
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Tips for News Releases
Ensure that the contact person can be easily reachedWhy does the story matter to the journalist’s audience?Avoid using the words today, yesterday and tomorrow, asyou don’t know when the news release will be publishedUse past-tense verbs to attribute quotes
No unattributed opinionsBe precise and conciseAgain, avoid a promotional tone
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Online Newsroom
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Newsjacking
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Newsjacking
