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Agendas and Minutes | Letters to the
Editor | Newsletter Articles | Notices
and Posters | News Releases | Petitions | When the supporters of a
local women's shelter go to all the work of running a book sale, they want as
many customers as they can draw. They'll post notices on bulletin boards;
they’ll list the World Wide Web address of their home page. They may
advertise in the local media. And, they will probably distribute a news
release. A news release, also known as a media advisory or a press release,
is very similar to a news article. It is a brief document that tells the most
important information about a current event, such as a public lecture at a
community college, an annual general meeting of a local political
association, or a fundraising barbecue by the Girl Guides. You send the news
release—often directly from your word processor through your computer as a
fax or e-mail—to local newspapers, radio and television stations. If news of
your event appears in the local media, you'll see more customers at that book
sale to raise funds for battered women and children. The media assignment editors read news releases to decide whether to
send a reporter to an event or to present a story before the event. Sometimes
your news release may simply tell the media your organization is holding a
press conference. Then, you would make your announcement at the place and
time indicated. Creating the Content of an Effective News Release Make it
easy for your reader to give you the press or electronic media attention you
want. Write your news release as you want it to appear in the newspaper or be
broadcast on radio or television. Here are some tips for writing effective
news releases. Begin by looking at figure 1, the sample news release, one
actually sent to the media to try to encourage a local city government to
oppose a workfare experiment. Figure 1: Example of a News Release to a Municipal
Government
In your news release, feature—prominently—the name
of the organization calling the press conference or planning the event. If
your group has a logo recognized in the community, include it in the release.
Most of the time, you will include a line that indicates
the current date and says "For Immediate Release." If you have
sensitive information—such as an announcement of a contest winner where the
winner has to be notified first—you may write "For Release September
23."
Just as for a news article, be sure you tell what
the event is, who is involved, where it is, when, why you doing this, and
how.
Don't write more than about 250-500 words. When
editors decide to report on your event, they can always phone for more
information.
Summarize the most important part of your message
in a single, pithy headline like those you read in news reports. There's no
guarantee the media will use it, but it may catch their attention.
Be specific about the important details of your
event. If you are drawing attention to the need for funds for the local
humane society to neuter more animals, report a startling statistic such as
the number of pets that were put down because no one would adopt.
Clearly indicate the names of group members who can
be phoned, faxed, or e-mailed for further information. Remember: You want the
publicity; make it easy for the media reporters to help you out. Include a
line that says "For More Information:" followed by the contact name
and phone number. Organizing an Effective News Release
Tell the most important news first. Assignment
editors are busy people. If you save the most important information for
later, the editor may not read enough before deciding not to send a reporter.
Sometimes you might announce the whole event in one sentence. (Subsequent
sentences will supply the details.) Creating a News Release With Effective Appearance An
assignment editor will make a quick decision about whether to send a reporter
to your event. Design your news release to create-immediately-a favourable
impression.
Use 2.5 centimetre (one-inch) margins to create an
uncluttered look. A print-dense document will make readers feel tired the
moment they see it. Double-space all text, and use text enhancements such as
boxes and lines to create an appearance that suggests it will be a pleasure
to read this communication.
The eye of the reader will tend to be drawn to the
part of the document with the largest text. If you want the reader to know
immediately that this is a news release, emphasize that, but the organization
name—particularly if it is well-known—is also important and so is the
suggested headline.
Readers perceive pictures even faster than printed
messages. If you include your organization's logo, the reader will see it
immediately. It is a way to remind your reader—almost instantaneously—of
everything already known about your group. If you've built a good reputation
in your community, that will help you hold the editor's attention. Activity 1: Practicing Writing News Releases Pretend
you're a member of the Golden Horseshoe Social Action Committee. You read in
the newspaper that interested parties are invited by the Ontario Legislative
Assembly Administration of Justice Committee to present at public hearings
their thoughts about legalizing VLT's at race tracks, taverns, and charity
gambling venues. Write a news release to interest the media in your
presentation opposing the introduction of video lottery terminals in your
province. You've got the nod from the committee, as Linda Rogers did, to
present a ten-minute position paper to the hearing. Look over the notes Linda made as she researched VLT's, and write a
one-page news release. Be sure to turn some of Linda's notes into quotations;
imagine what she will say to the committee. Include some of the other quotes,
but don't use MLA style to reference them: It is not usual in a news release,
although it was done in the written paper that she prepared for the
presentation, distributed to the committee members, made available to
interested reporters at the hearing, and later saw in Hansard. Don't mimic the appearance of the example; try to apply the general
suggestions to create a release that has all the essentials, but looks a
little different.
Answer to Activity
1: Practicing Writing a News Release Figure 2: News Release
Opposing Legalization of VLT's
Ferris,
Jackie, and Tania Stirpe. Gambling in Ontario: A Report From a "Hooked
on the Game." Maclean's. 9 Jan. 1995: 32. "Is
Video Gambling a Winning Move?" Toronto Star. 10 Aug. 1996: A10. "Klein
Downplays B.C. VLT Decision." Alberta Report. 5 June 1995: 43. "Out
of the Bars and Back Into the Community." Alberta Report. 18 Sep.
1995: 6. "VLT
Backlash Begins." Alberta Report. 18 Dec. 1995: 42. Yelaja,
Priti. "No Safe Bet." Kitchener-Waterloo Record. 3 June
1996: NOTE: This site uses the Adobe
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