Class Notes - ClassNotes NewsReleases Purpose:

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Class Notes News Releases Purpose : To inform the media of a news worthy event or topic that you would like them to report on To interest reporters to do a story, arouse their curiosity, plan an interview Not meant to be used verbatim (but many are) Meant to provide the framework and initial information which provides a “jumping off point” for further  media questions Save the media- time, money and effort Provide some level of controlled and accurate information They give an accepted method of access to the media for governments, agencies, organizations and  businesses Should NOT (but often are) be used as the sole means of a public information effort. Instead should be  used in conjunction with other tactics for gaining media attention Gains credibility to organizations by running the issue through the 3 rd  party—the media Created a relationship for spokesperson to become a media source or expert for future quotes on  interests of the business or organization  Drawbacks : Failure to target Need to place a fashion release in the entertainment section etc… Not newsworthy Only to please upper management or the client  Writing a “finished” story
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Types of News Releases : Announcement releases New product is released Spot releases Deals with issues, your idea on an issue Reaction releases Talking about what happened “Bad News” Releases Someone stepping down about a scandal etc… Hometown releases Receive award or elected to something Feature releases Usually soft news Who Gets them : Press, radio, TV, bloggers, trade pubs, newsletters, legislators, opinion leaders, board members NOTE: they are fully consumer audience available on internet  General media outlets (radio, TV, newspapers) versus specific magazine or trade outlets Mass or targeted: Ex “news department” versus state desk or lifestyle editors
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Class Notes Newsworthiness
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Class Notes Elements of what makes something newsworthy Timely- related to hot issues or current events Magnitude- how may people does it affect Impact- how big the effect could be on the audience, economy, area Human interest- does it “pull” at the heart, mind, grab attention with emotion Celebrity- is there “fame” power, someone in the public eye Proximity- look for the local “hook”
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Class Notes - ClassNotes NewsReleases Purpose:

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