PRESS RELEASE

A press release is a written statement to the media.

It can announce a range of news items, including

scheduled events, personal promotions, awards, new

products and services, sales accomplishments, etc. It

can also be used to generate a feature story.

PRESS RELEASE

The use of press releases is common in the field of public relations (PR).

Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, television stations or television networks.

PRESS RELEASE

A press release provides reporters with an information subsidy containing the basics needed to develop a news story.

PRESS RELEASE

Reporters are more likely to consider a story idea if they fi rst receive a press release. It is a fundamental tool of PR work, one that anyone who's willing to use the proper format can use.

PRESS RELEASE

A press release is a short, concise and compelling news story written by a public relations professional for the purpose of piquing the interest of a journalist or publication and later gaining a free publicity.

PRESS RELEASE

A company opens a local branch, bringing new jobsA non-profi t organization sponsors a nationwide

service projectAn author publishes a new book on a hotly debated

topicUniversity scientists announce study resultsA theater group performs its new playAn automotive manufacturer announces a new model

with high-tech features

EXAMPLES OF PRESS RELEASES INCLUDE:

An eff ective press release involves developing a story idea that's unique, timely and newsworthy.

Several factors can make a story newsworthy. Timeliness is the most important, or else the story wouldn't be "news."

CHARACTERISTICS OF AN EFFECTIVE PRESS RELEASE

Also important are the prominence of the people or organization featured in the story, the physical proximity of the story to the intended audience and the "human-interest" angle.

CHARACTERISTICS OF AN EFFECTIVE PRESS RELEASE

Human-interest stories are emotional in content and frequently feature kids, the elderly, animals and charitable institutions.

CHARACTERISTICS OF AN EFFECTIVE PRESS RELEASE

A press release should read like a news story, written in third-person, citing quotes and sources and containing standard press release information.

CHARACTERISTICS OF AN EFFECTIVE PRESS RELEASE

Although a press release is a public relations tool, it should not read as overly promotional. If it sounds too much like a sales pitch, it will lose credibility in the eyes of the journalist.

CHARACTERISTICS OF AN EFFECTIVE PRESS RELEASE

Video news release (VNR) is a video segment created by public relations fi rms, corporations, lobbying groups, or government agencies to present a client’s message through news broadcasting. It is typically a 90 second video, which includes extra bits of audio and video to mimic the tone and visual characteristics of a news story. It is the TV version of the press-release.

VIDEO RELEASE

They are provided to television newsrooms to shape public opinion, promote commercial products and services, publicize individuals, or support other interests. 

VIDEO RELEASE

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.

VIDEO RELEASE

Most VNRs feature a professional news reporter, someone with on-air news experience, or an actor. VNRs also often include interviews with experts (who often have legitimate, if biased, expertise); so called "man on the street" interviews with "average" people; and pictures of celebrities, products, service demonstrations, corporate logos and the like, where applicable.

VIDEO RELEASE

In some cases the "man on the street" segments feature persons randomly selected and interviewed spontaneously, and in other cases actors are hired and directed by VNR producers to deliver carefully scripted comments. In addition, regardless of whether real people or professional actors appear, VNR producers and directors, just like journalists, have complete discretion to excerpt and edit these "interviews" into 'sound bites' that help make the point they are trying to make.

VIDEO RELEASE

An audio news release (ANR) is a 60-second release that includes a sound bite from your spokesperson that is approximately 20-seconds in length. The release is pitched and fed to interested stations and networks over the phone. 

AUDIO RELEASE