write Press Release

write Press Release Paper details: Please read the instrucitons below: Why learn about writing press releases? Simple: Though many of you will not seek journalism careers, almost all of you in some capacity will engage with the news media, whether on behalf of an organization, school, church or a business. This is a good skill to have for anyone. And so: Never forget: A press release is a very brief news story written by an outside entity. If done right, will go in the newspaper in its entirety or be read on the air exactly as prepared. However, if it's not written as such, if the writer is not attentive to what editors want and what readers expect, it will end up in that "circular file" beside the editor's desk with the foil from that Chipotle order and that morning's coffee cup. As discussed in this unit, a news story is a different kind of creature, but it has a definite purpose: to give readers information constructed with the "inverted pyramid" approach, meaning putting the most important matter first. (Judge for yourself: What item could you "lede" with that is of the greatest interest to the general audience?). It also means apportioning the information in "small bites per time and appetites" -- generally making each new element of information its own paragraph. It means avoiding editorializing (no statements of opinion unless quoting someone else). Ask yourself as a reader: What do you want to know from all the information that might be presented from what an organization is doing? Do you really need to know all the names of those involved? Does it matter what that month's treasurer's report has to show? Of course, not. A lot of organizations attempt to get matters of little import into a press release. All that does is make work for the editor or news director. How to write a press release: Your target audience? The editor (or news director). The ideal press release is attentive to news writing principles. It is one that the editor barely has to touch before putting it in print or reading it on-air. Your objective? To get it published with minimal editing. (Even better, to get the news organization to cover what you are trying to publicize.) Observe the inverted pyramid (most important matter first, less important matters later -- or not at all). Small bites relative to time and appetites: Each new thought should be its own paragraph. Contact information: your name, phone number, email address. Find the name of the person who will handle your press release. This is crucial. (This information need not be in the press release. You just need to know in order to get it to the right person.) Deliver personally to the news organization, and, if possible, to the individual who might be deciding whether to print it. A handshake can be invaluable. DON’T Don’t editorialize (Don’t state your opinion or make gratuitous boasts about your organization). Don’t name-drop. (Often organizations try sneaky ways to get the names of officers or members into the press release. All that does is force the editor to take them out.) Don’t include minutiae – stuff that only pertains to the organization itself and doesn’t interest the general public. Don’t go on too long. A press release should be no longer than a page in length. 2nd part: https://owl.english.purdue.edu/owl/resource/735/06/ read this please. 3rd part: Writing a press release is simple if one understands what newspaper editors want. They want short sentences. They want brevity and no fluff. They want facts. They don’t want P.R. tricks or unnecessary name-dropping. They don't want editorializing (opinion and gratuitous plugs). Not surprisingly, that’s what readers want, too. They have limited time. They want information that fits into their crowded schedules. Let’s imagine two organizations that have information that they want to share with the community. They want to write press releases. One involves an event to be publicized. One involves an event that has already happened, an organizational meeting. (For a writing-prompt assignment, take the facts as supplied for each of these and then write a 200-word-or-less press release for each. ) Remember that your objective is to meet the needs of the publication first, and then the needs of readers in general. Cut the weeds and find something newsworthy. As discussed in the screencast, supply the “5 Ws” so that the editor won’t have to labor over your press release to get it before the eyes of readers. Too much work on the editor’s part, and the press release will end up in the trash. There is a temptation for organizations to want to crow about matters that do not interest the general public or don’t relate to the event at hand. One thing to avoid in a press release is unnecessary editorializing and empty claims about an organization’s achievements and reputation. Be sure to include a date and contact information at the top of your press release. Contact info would be a name, phone number and email address, hypothetical or real. ( highlight these in red) Fact Sheet 1: Organization: The Moosehead Brotherhood Meets every Tuesday at the Moosehead Brotherhood Lodge At its April 10 meeting, members were treated to president Gus Jernigan’s famous beef stew, with Schlitz on tap courtesy of Monte Mulligan. Minutes were read by recording secretary Horace Refugio. The Moosehead Auxiliary, led by Gladys Jernigan, sang a touching rendition of “God Bless America.” Among items of business, treasurer Mulligan reported that the club balance is $150 this month. Also reported was the result of the fund-raising effort to pay for artificial legs for returning Iraqi veteran Thomas Weeks. A graduate of Hallmark High, he was injured in an IED explosion in 2011 and has been in rehabilitation since. The Moosehead brethren raised the money with a series of fundraisers including a walkathon, a raffle, six dances and four barbecue dinners featuring Gus Jernigan’s famous beef brisket. Disposable plates were supplied at these dinners by Host & Sons Pulp Co., maker of fine paper products. Pfc. Weeks appeared at the meeting to offer thanks to the Moosehead Brotherhood: “I want to tell you that your generosity restores my faith in my community and my country. I was proud to serve.” In other business, Brotherhood president Jernigan said he will be taking May off to go scuba diving. Fact Sheet 2 Organization: Hallmark High School PTA Officers: president July Noble, vice president Teresa Sims, treasurer Marcia Hunter, parliamentarian Quincy Martin Event: Student bake-off When: April 24, noon-3 p.m. in the Hallmark High cafeteria Hallmark High’s award-winning PTA will have a bakeoff for charity that will feature the finest baked goods. Each student will be allotted one bag of flour, two cups of sugar, assorted spices and a set of measuring devices. The Hallmark High Culinary Skills Department is highly regarded in the state. Competition will be in separate categories: muffins, cakes, brownies, breads and blintzes. The purpose of the fundraising is to help rebuild the gymnasium, which burned in 2013 as a result of events associated with the Hallmark High Fall Festival and a witch’s caldron that got out of control. So far the community has contributed over $600,000 to rebuild the gym at a variety of fundraisers. Student body president Amber Harold, who won first place in the district debate competition, said, “We are so thrilled that people in the community care enough to help us build a place where new memories will be made.” Hallmark High School is rated “exemplary” by the state education department and has a record of high standards and outstanding student achievement.