Unit 6
News Releases, Press Kits, and Press Conferences
News Releases: Writing and Distribution
The print and world wide web news releases are identical, with newspaper releases being
faxed or delivered by hand in a hard copy form, while the WWW copy is usually sent via
the Internet by email and sometimes even by mass email.
How to Write a News Release
Planning Begins Before You Write a Press Release
While no one can guarantee your press release will be published or used for an article,
there are things you can do to improve your chances. The biggest obstacle to most press
releases is the release itself.
When writing your press release, it should be:
 Concise. Editors receive hundreds of press releases a week (perhaps more) and
appreciate releases that are brief and to the point.
 Well-written. A good way to ensure your press release ends up in the wastebasket
is to include bad spelling, poor grammar, and illogical or unsubstantiated claims.
 Factual. Stick to logical and substantiated claims, avoiding statements of belief:
we are the best, the cheapest, etc.
 Honest. Avoid the padded quotes by company officers; even if they are experts,
they come across as biased. If used, stick to the facts.
 Timely. If your press release is not topical, consider incorporating it with a recent
news event, but do not stretch it.
Questions to consider before you write a press release:
 Who is the preferred audience of your press release?
 What do you want readers to take away from your press release?
 What does your press release provide: invaluable information or just another
offer?
 What is the support or justification for the information in your press release?
 What is the tone of your press release?
 Are you aware of possible pitfalls or areas to avoid?
 What do you want to accomplish with your press release: increase business,
disseminate information, or both?
Writing the lead
Does the press release’s lead (opening) address or answer the basic tenets of journalism:
 who
 what
 when
 where
 why

how
News Release Format
The news release should be single spaced, and use both upper and lower case letters just
like in print journalism news writing. The name, address, and location of the organization
are most important just as the fact that it is a news release is of secondary importance.
Thus, these two items appear first at the top of the page. One-inch margins surround all
sides of the 8.5 X 11 inch paper.
The slug on the left margin contains the contact person’s name; phone, fax, and cellular
numbers; and, email address. The slug on the right margin has: the date of the release; the
reason for the news release; and the page of pages (i. e., page 1 of 2, or page 1 of 1
written as 1 of 1 or 1 of 2). Be certain to keep the reason for the news release
(abbreviated re 🙂 very brief and to the point.
The reason the newspaper and WWW news release contains persuasion as well as
information is obvious; the writer is trying to persuade (convince and move to action) the
reporter and an editor that the information is newsworthy. It is not a matter of persuading
the consumer or reader; it is a matter of getting the free press coverage. The colorful and
short title at the beginning for the news release is not intended to become a part of any
newspaper story. Rather, its sole purpose is to capture the attention of a reporter and build
his or her interest in exploring the press release further. News release writers must be
aware that the chances are almost nil that a news story will appear as you have written it
in the release; thus, what you want to achieve is to have the story contain as many of the
facts you deem as essential and important as is possible.
The main body of the news release contains three central parts: the introduction (with
lead), body of information, and the summary/conclusion.
The introduction includes the lead, which highlights the primary information, central
theme, controversial issue, or event important to the news release. This must help to
establish the newsworthiness and value of the item as a publishable news story. In this
case, the writing must be persuasive appealing to the reporter and editor.
Parts of the News Release
Introduction – The Lead
 It must be an effective lead to catch the attention of a reporter or editor, and help
to insure that they read further.
 The lead must sell the story. That is why it is persuasive.
 A news hook is present to catch the attention of the editorial gatekeeper.
 The lead represents the most important and interesting part of the release.
 The lead usually consists of one thought and is limited to a single sentence or a
relatively short paragraph…
 The lead should be localized; clearly directed to a specific local region.
 The lead should create a mental image or picture in the mind of the reader.

The lead can use direct quotations or be verbatim like actions from a convention
or professional meeting.
Body Copy
 The body copy must follow up and amplify the points raised in the lead.
 Paragraphs following the introduction expand upon the lead or the most critical
aspect of the news hook.
 The body of the news release begins and expands paragraphs by the importance of
the story.
 The body copy continues to add details and principle information to the news
release on a paragraph-by-paragraph basis.
 The body of the news release raises a public need, concern, or interest.
 The body also describes the benefits of the action and the consequences of
inaction.
 The reader becomes coached on how to adopt the writer’s desired behavior.
Summary/Conclusion
 The release ends with a summary/conclusion that attempts to summarize the
major points of the news release.
 The summary/conclusion draws some type of conclusion for the reader; with the
goal of making a move to action, convincing on a topic, or inspiring on the issues,
ideas, or information presented in the news release.
Magazine, Newspaper and WWW Familiarity
If you are going to write for the world wide web, broadcast and print media, you should
know as much as reporters about:
 the needs of the audience to whom you are writing;
 the needs of the medium for which you are writing;
 identifying a good news opportunity; and,
 knowing how to write a basic news story.
Newsworthiness
A news release must be newsworthy. Newsworthy suggests that the event being covered:
 is new, different, or unusual;
 has a sense of immediacy;
 affects numbers of people;
 could be controversial;
 involves an important individual or prominent organization; and,
 is local.
AP Stylebook
It is imperative that you be familiar with the AP Stylebook. That is the Associated Press
Stylebook. It is the backbone of news writing in American journalism. This publication
provides all types of structural and stylistic guidelines including abbreviations, use of
capitalization, numerals, word usage, punctuation, use of plural words. This journalistic
style of writing is different from any other style of writing. Please consider some of these
elements of good news writing.
 Of course, there is always the traditional and basic who, what, where, when, why,
and how of news writing.
 A clear, concise, and crisp writing style is very important.
 A well-developed news hook in the lead sets the pace for the rest of the news
release.
 Paragraphs that follow the lead should flow together. One fits after the other.
 Transitions from one aspect to another or one paragraph to another are very
important.
 Paragraphs should be kept short. Brevity is valued in news writing.
 Sentence variety is important. While the emphasis should be on simple sentences,
the use of both compound and complex sentences to break up the monotony is
also essential.
 Superlatives should be avoided.
 There must be both a unity (an overall “oneness” exists) and coherence (all the
parts fit together) within the news release.
 Use only one main thought per sentence.
 Spelling and typographical errors are not tolerated.
 Adjectives are not overused.
 Over-redundancy and unnecessary words should be removed.
 Trite phrases and flowery prose are unacceptable.
 The lead paragraph establishes the central theme or issue of the news release.
 Less important, but relevant, ideas and issues can be reported in later paragraphs.
 Grammar and punctuation are important, but not most significant in news release
writing.
 Shorter sentences stand a better chance of being read, understood, and used by
editors.
 Attribute the news to a source whenever possible.
 Select a good typeface such as Courier or Times New Roman and write in 12
point sized fonts.
Techniques For Strengthening News Release Writing
News Technique
Explanation
Active Voice Use of the active voice demonstrates rather than tells what a person
is doing. For example, using active voice one might say, “The candidate’s remarks
influenced her vote;” rather than using passive voice by saying, “Her vote was influenced
by the candidate’s remarks.” Place the most important thought as the subject and not the
predicate.
Simple Words Words used in everyday conversation are appropriate; words not
used in everyday situations likely are not.
Sentence Length
Sentences should average less than 20 words. Longer
sentences can lose the message that the writer wants to convey.
Punctuation
• Use commas judiciously
• Avoid the use of exclamation points
• When asking questions, use the question mark
• Keep punctuation inside question marks, except when the quote is included in a
question.
Source: Tucker, K., Darlene, D., and Rounder, D. (1997) Public Relations Writing (3rd
ed.). Upper Saddle River, NJ: Prentice-Hall.
Proofread for Accuracy and Style
Never bypass the proofreading step. This includes the use of spell and grammar check
features of many software word processing programs such as Microsoft Word. However,
proofreading does not stop then. It is the writer’s responsibility to review the copy for
spelling and grammatical errors, and check it for its overall feel. Respond to self-imposed
questions such as:
 does it progress from paragraph to paragraph nicely?
 are there effective transitions in place?
 in addition, others…
If the news release contains expert information, double-check with the expert(s) to be
certain it accurately presents this information. Each fact must be carefully reviewed and
checked. Double-check quotations for accuracy with the speaker, even when the speaker
is a member of internal management or an employee.
If you find errors, be certain to edit the news release.
Photo/Graphic or No Photo/Graphic
When considering whether to include a photo or graphic, the writer must ask himself or
herself three questions:
 “Does a photo or graphic really enhance the news release?”
 “Is a photo or graphic really essential for the success of the story?”
 “Would the editorial gatekeeper ask for a photo or graphic if it was not included
with the news release?
Keep in mind the reality of photo and graphic usage; less than 5% of photos printed by
newspapers come from inclusion with news releases so providing a photo with a news
release does not likely enhance the chances for its inclusion in a news story.
Photographs in groups with many people enhance the chance of inclusion in a news story,
and photos are less likely to be used when posed. Still the total number of persons in a
photograph should be somewhat limited.
Writing a Broadcast News Release
Cable, Radio and TV News Release Sample
Inverted Pyramid Writing Style
Always write for the broadcast and cable media using the inverted pyramid style of
writing. While you want to keep the release short and simple anyway, the inverted
pyramid allows broadcast journalists to cut the story at a variety of points due to time
limitations without destroying the news release completely. For cable, radio and
television, the summary lead must summarize the major points of the story because many
times it will be all that is aired. Time limitations are extreme in broadcast journalism; an
average news story could well be less than 20 seconds in length. Thus, prepare for the
news story with brevity and simplicity.
Following the summary lead, start with the most important primary details and work
through the secondary details in order of importance that amplify information found in
the summary lead. If there is time and it is necessary, the news release can reiterate what
was said in the summary lead or provide additional background information with details
about the context of the story.
Audio News Releases
Radio appreciates actualities (live recordings of statements by those involved directly in
the news). In fact, at times, it is worthwhile to provide radio news departments with
complete audio news releases prepared as a news story, which allows the radio newscast
to sound as if more broadcast journalists are employed by the station. This is primarily
true of smaller market radio stations, but the idea of sound bites as actualities is a
commonly accepted practice regardless of the radio market size.
Format for Inserting an Audio Actuality in a News Release or News Story
ELCOM (‘L – com) C-E-O ERIC FROST SAID THAT…
(INSERT: FROST :06” Q: “mid south area.”)
FROST DID NOT INDICATE HOW LONG THE SPECIAL PROGRAM WOULD
LAST.
-30To include an actuality in a press release, put the sound bite on a cassette tape and use the
preceding format to indicate how to insert the actuality into the news release or news
story.
This approach identifies that it is a Frost tape, which lasts 6-seconds in total length and
ends with the words “mid south area.” The last few words of the actuality are used to cue
the news reporter so that he or she can continue with the newscast copy.
Video Interest and Value
When preparing a news release for cable and TV, the single most important factor is
visual interest and value. Thus, it is very important that you at least include some
videotaped footage of the event or invite the broadcast reporter to attend an event, press
conference, or meeting in order to play or write to video. Sometimes the use of a VNR
(video news release) can help to support the story and even increase the possibility of free
news coverage. However, a drawback to the VNR is the fact that most larger television or
cable news operations like to do the video news story themselves; thus, the VNR is most
effective in smaller rather than metropolitan markets.
That is not to say that providing edited video and audio sections of the event, issue, or
press conference has no value to the cable and TV news. In fact, in addition to written
materials in the news release video footage that the visual news media can use as sound
and visual bites is a most acceptable practice.
A Listing of Electronic Media To-Dos
Remember visuals
A story without visuals gets 20 seconds tops; you can add
up to 70 seconds more with visuals.
Offer a source list
A list of sources from within your organization enables
journalists access to its experts, which gains publicity and notoriety for the organization
and its personnel.
Notify assignment editors of This can help insure accuracy in the news
inaccuracies in major news stories story concerning your organization if it is
repeated in subsequent newscasts.
When you contact a reporter If you are contacting a reporter and it is near
or editor, be aware of deadlines
a newscast deadline (within two hours), ask
if he or she is “on deadline”.
Work with specialty reporters These specialty reporters have greater
when possible knowledge of their news beat or areas they cover and can influence
the editor’s story assignments.
Schedule special events as early
Doing so enables the visual news media to
In the day as possible, provide coverage on all later newscasts, which may include
noon, evening and late night newscasts.
When you have news releases for
It is always wise to be certain that news
the weekend, send them by Friday events and issues occurring over the
weekend are distributed to the assignment editor by Friday morning.
Collect the direct telephone This allows direct contact with the manager
number and email address of who assigns coverage of news stories. You
assignment editors
can place your news release or information directly not the
hands of the individual most important in providing coverage.
Send press kits” to specialty Sending a “press kit” to an assignment
reporters-not, assignment editors
editor either ends up in the wastebasket or
passed along to another reporter, who probably has little interest in your story.
Try to impress news directors,
This adds to individual credibility and goes
a
assignment editors and reporters
long way to convince broadcast news staff
members of your authenticity as a valuable information source. This type of news idea or
news tip can almost insure added coverage for you and your organization when dealing
with other news stories.
Source: Tucker, K., Derelian, D., Rouner, D. (1997). Public Relations Writing 3rd ed.).
Upper Saddle River, NJ: Prentice-Hall.
Video and Radio News Release Structure
It is always important to remember to use an end sign (###, -30-, or -0-) or -more- at the
bottom of pages indicating either the end of the story or that additional pages follow. Use
the double-spacing and 1-inch margins to offer plenty of opportunity for editing the news
release copy.
Some Additional Rules for Electronic Media News Releases
 Do not split words between lines or sentences between pages.
 Never hyphenate a word at the end of a line as the reader gets lost.
 If a word is difficult to pronounce, insert a pronunciation key in parentheses right
after it.
 Do not use colons, semicolons, percentage signs, dollar signs or fractions in news
releases
 Do not use commas, periods, or question marks to note pauses .
 Use quotation makes only when exact wording is essential and a sound actuality
is not available
 Use hyphens only to indicate when letters or numbers are to be read separately.
 Avoid using lengthy, detailed numbers; round them off.
 Avoid the use of AM or PM; rather, say “this morning,” “tonight,” or “this
afternoon.
 Do not begin sentences with numbers, and when using names, avoid middle
initials unless the individual is widely known by the middle initial or by initials.
 Get right to the subject and verb within sentences.
Press Kit Preparation and Distribution
CEO Bio (for biography) is only one small part of a complete press kit. However, it is
almost always an informative and persuasive publication. Press kits are most frequently
offered for a specific purpose such as the introduction of a new product or service, to
introduce a new CEO or other senior management member, to respond to the press
concerning government or voluntary recalls, or to confront some other type of event,
issue or crisis.
Usually a press kit contains: (a) shorter bios on all of senior management; (b) if a publicly
traded company, a record of stock performance including dividends paid to stockholders;
(c) news release(s) concerning the central issue(s) or event(s) for the press conference,
and information packets and promotional materials about the organization and its relevant
products and services.
Almost without exception, press kits are used as information sources in conjunction with
a planned press conference. The kits may or may not be distributed to news contacts prior
to the commencement of the actual press conference; most frequently, they are
distributed before the conference as a preinformation resource.
Above is an example of a CEO Bio form often included within a press kit. This should
serve as a sample of the type of information contained within a press kit. Remember, the
actual press kit is built around the purpose of the planned and forthcoming press
conference. Thus, the press kit content is actually determined based upon issue(s) or
event(s) surrounding the press conference.
The distribution of the press kits to the news media is done based upon previously
identified network of contacts established by a professional communicator. These
contacts must include all local media such as magazine, newspaper, radio and television
reporters and even World Wide Web news services. News services — like Reuters,
Associated Press, or the PR News wire — and others must also be included if the event(s)
or issue(s) effect a larger than merely local area. Depending upon the regional or national
status of the organization and the interest in and impact of the issue(s) or event(s), there
may be a need to distribute press kits to other national media resources beyond these
news services; these “other” resources include radio and TV networks, national
newspapers like USA Today and other syndicated and private media outlets.
Contents of a Press Kit
There are certain items that must be included in a press kit and other items that may or
may not be useful to include with the other documents.





News release(s) from the concerned
organization.
Historical and background information
on the concerned organization.
Senior management bios (biographies)
if relevant to the reason for the press
conference or special event.
Stock and trading information if a
public company and information is
relevant to the press conference or
special event.
Relevant, recent articles offering




If necessary, a legal perspective on the
issues and events to be confronted
during the press conference.
Charts covering cost comparisons,
productivity, efficiency, and other
areas demonstrating effectiveness and
related to the topics to be encountered
during the press conference.
Some “white papers” or background
papers on the products and services
concerned with the press conference.
Photographs of individuals directly

expert testimony or information
positively endorsing the issues or
events concerning the press
conference.
Freedom of point-of-view concerning
the issues and events to be confronted
during press conference.
involved with the press conference or
the issues and events related to the
press conference topic(s).
Many organizations develop an “all user” two-pocket folder containing a group logo and
name ready for use with any needs, special events or press conference. The remaining
materials can be prepared on relatively short notice and a bulk-printing rate, especially
for multicolor printing runs, is much better than a “print as needed philosophy.” An
opening on the cover can be left so that a photo or graphic can be added as appropriate
for each unique event or press conference
Planning and Presenting a Press Conference or Special Event
As you prepare for a press conference, know that there must be strong and substantial
reason for inviting all types of media to a location for some type of announcement at a
press conference. The reason for the press conference must be judged by the news media
as worthy of their time and attention since they will be committing news personnel and/or
technical crews and equipment to the coverage of your special event. Once a professional
communicator becomes known as abusing the use of the press conference or special
event with the media, the likelihood of repeated similar coverage diminishes greatly
unless some major newsworthy event (like a crisis or emergency situation) exists for the
organization. Thus, it is very important to use special events and press conferences
sparingly for special occasions and events.
Planning and Presenting a Press Conference
Tucker, Dorelian, and Rouner (1997, p. 197) define a news conference as “an opportunity
to enhance an issue’s importance with the media and ultimately the targeted priority
public.” The press conference takes place at one convenient, specialized site where
specialty media, magazines, newspapers, radio, television, cable, and sometimes news
services and networks are invited to attend. Here is where you must decide whether you
can get the same effect through news releases, interviews, and other contacts without
troubling the media or covering the expenses of a press conference.
 Secure location and guarantee date and time.
It is extremely to have a convenient, easily accessible location with insured availability
on the date and at the time it is needed for the press conference
 Plan ahead for the media needs and requirements.
When selecting a location for a press conference, it is important to insure the availability
of ample AC power, adequate telephone lines, doorways and hallways with sufficient
room to accommodate media equipment. View of the major platform where the speakers
and opinion leaders will be seated is also of significant concern. Visibility for all
reporters, photographers, and camera people in attendance is imperative.

Double-check for news angles, camera access, power sources, seating
visibility, and more.
Do a second check yourself to be certain that ample access in all respects is available to
accommodate the media who are invited to attend the press conference.
 Identify and contact relevant and important opinion leaders.
All relevant “movers and shakers” from the community or organization should be present
for the press conference, and depending upon the exact content, managers of various
departments in the organization should be prepped and ready to respond to questions
tailored to their specific responsibilities.

Placement of local celebrities and community opinion leaders as well as
management is very important.
Not only those directly involved with the press conference from inside your own
organization are interested in the publicity presented through the electronic and print
media. Be aware of “hidden agendas” from government officials and others who are
invited to participate in a special event or press conference. It is a definite advantage to
assist these individuals with making a positive impact themselves with the news media at
the press conference.

Make it a priority to predistribute press kits to important news media
contacts and others participants from government agencies.
This a way of preparing in advance the news media and other attendees of the major
issues and organizational perspectives on these issues concerning the press conference.

Once all news media and other participants have been notified of the press
conference, be certain to follow up for a firm commitment on attendance.
Always follow up the initial notice of an upcoming press conference with all of the news
media. Be certain to talk with assignment editors and newspaper editors to achieve a
commitment to attendance. Coverage commitments are another matter entirely, and you
are far less likely to achieve such a promise.

Remember, being proactive includes planning for emergency situations that
are likely to occur during a press conference.
Try to make a contingency plan for major events connected with the press conference.
For example, the CEO gets sick and cannot make the introductory statements and follow
up remarks. Be sure the Executive VP is ready to complete the task.
 Plan for a specific budget for the press conference or special event.
Know what it will cost you to provide the essential services to complete the press
conference as scheduled in a timely manner. Do you need your own photographer?
Should you have somebody videotaping the conference for the record?

Define very specific and measurable goals you wish to achieve with the press
conference.
Once these objectives have been established it is important to follow up and evaluate
their achievement or lack of completion. It can be very useful when justifying future
special events or press conferences within your organization. It can also help you to avoid
similar mistakes the next time or event the first time.
 Establish a firm format for the press conference or special event.
Once you have looked into the press conference plan and established a format, stick to it
unless something drastic occurs and requires you to make adjustments. Making changes
is always dangerous and can have serious consequences for the results. On the other
hand, do not avoid change just to maintain the “status quo,” the way you have done it
before.

When scheduling your press conference or special event, set up a reasonable
and rational time commitment, and then stick to it.
Once you have decided on the format and time frame for the press conference or special
event, try to stay reasonably within that structure. Do not allow spokes people, including
and especially the CEO, to overstay his or her welcome by discussing matters not
planned for the conference. Take the risk management of cutting such unneeded and
unnecessary observances to a minimum.

After the press conference or special event conclusion, wait until near
deadlines and then follow up with calls to news media contacts.
These follow up contacts provide an opportunity for you to reemphasize important
stances on issues or to confirm statements made by organizational spokes people. Also,
you can ask if the news reporter requires any additional information or clarification of
other facts.
A press conference must be thought of in terms of media accessibility; what does it take
to cater to the news media, meet their needs during the gathering, and provide the
necessary immediate follow up facilities. Location is one important issue, but so is space
and time. Is the press conference scheduled at a time convenient for all media deadlines?
Is there sufficient space for reporters from all types of media to view and be seen by
those charged with releasing the information to the press.
The Risks of Press Conferences
Keep in mind the warning from Hunt and Grunig (1994) regarding how a press
conference can quickly become a disaster.
 The news value may be so weak that the reporters feel duped.
 The release may contain all the information the press needs, so reporters do not
show up, and the guest or interviewee is embarrassed.
 The guest or interviewee may not perform as expected, and the press wonders
why it was summoned.
 The timing may be wrong, or a breaking news event may preempt the attention of
the press.
 The broadcast press, with its lights and microphones, may sour the print press,
resulting in negative publicity. (p. 124)
All of these potential tragedies should be weighed carefully before determining the need
for a press conference. In fact, a press conference should be looked upon as a rather
drastic step; be very certain that a news release and guest appearance from an expert or
the CEO could not serve the same purpose and do it more effectively without the risks.
It is possible that silence can be the response from news reporters attending a press
conference. For that very reason, large corporations frequently bring in public relations or
corporate communication staff from other divisions to sit in on the press conference.
These professional communicators are ready to step in with questions, should that
dreadful “silence” fall over the press conference. This approach can also be used
effectively to direct press attention to certain topics and issues which organizational
management wants addressed.
Dos and Don’ts For Dealing With Journalists
Your job is not done when you prepare and send a press release to journalists. Here are
some other things to consider when dealing with them.
 Do not send the same news release to “the press” two or three times.
 Do not fax anything to the news media unless the press has requested it.
 Do not send gifts to reporters or editors.
 Don’t pitch stories to reporters; introduce them to important people within the
organization.
 Do not send video news media large press kits with videotapes or DVDs
 Don’t hide your news; summarize it at the top of your news release or statement.
 Read the publication, listen to the radio station, or watch the television news.
Know what type of news release or materials you should send to us. Observe what
we use.
 Don’t expect a major article or primary coverage with every press conference or
news release.
 There are many times that the “news media” must be trusted to find the story on
their own.
Summary
In summary, the easiest rule to apply when preparing and presenting a press conference is
to guarantee that you have considered all the media needs including time and date
relevant to deadlines, facilities adequate to handle all types of media (insufficient
electrical power, comfort, visibility, ample telephones), and simple, straightforward and
honest responses to all news media questions.
Unit 7
Advertising
Advertising and the Media Mix
When selecting advertising media, it is important to be certain that your choices support
one another. That is, radio ads support a web site and the web site is ment