I.C.A.N.   Press   Release   Training   Module

            What we will discus in this training module will be how to get the media have interest in your activity or organization. We will limit it to the first contact and will leave to a later module more in depth dealings such as press interviews, conferences, development of long-term strategies and building of relationships with the press.

However, we must interject at this time, if you plan on having any continued coverage or relation with you or your organization, “you must always try to be honest”. You can “Burn” yourself fast with the press quickly if they think you are fabricating information  too them.

How do I start?

            First know the information you want the media to cover. This does not mean you have to become an expert before you do your first media advisory of press release. However, you do need to have some background and facts assembled before you begin. You can assemble these facts and information from your organization, bios of your speaker and simple key word research on the Internet. This information should be assembled where it is easily available. One good way is to put this in one electronic document such as a word document and save the document titled “the subject name and the word research”. This research document then can be used for your release as well as a “Background” material piece that you edit into a  Background to the Media document that you can hand out when the media covers your event or requests more information.

            Next, you must decide what type of document you are going to send to the media. Your choices are a Media Advisory, Press Release, or Pitch Letter. We will now discus the differences.

When do I use an advisory?
To announce an event, such as a press conference, which you would like the media to attend.

How do I write a media advisory?
     A press advisory is designed to bring an event to the media's attention and entice journalists to attend. It should be written in a simple form, including all pertinent information - the what/topic, where, when, and who/speakers for the event - without getting bogged down in extraneous details.
     Keep it short! A media advisory should NEVER be more than one page. Include a catchy headline and lead sentence. Identify the newsworthiness of the event: Will you release new research findings? Take a position on pending legislation? Protest recent government action? Be clear about what journalists can expect to take place. Give one fact or nugget of information to make them want more, but... do not include all the facts of the story. Reporters are advised about an event or happening with the expectation that they will come and cover the story in person. A contact name and number for questions should be posted clearly at the top. Advisories are printed on the sponsoring group's letterhead.
     Special TV tip: broadcasters need to know if there will be good visual opportunities. For instance, if you are holding a press conference at a playground with 50 kids, write that at the bottom of the advisory. You should also indicate if you will have video, B-roll or a live feed available.

Where to send the media advisory
Beat reporters - cover a specific issue or organization at daily and weekly papers, TV stations, radio stations, magazines, and wire services. 
Assignment editors - determine whether a television or radio station (radio stations sometimes call them "news directors") will call a story and also decide which journalist to send. Alter the assignment editor to next day or same day news. 
Futures editors - looks at news events for the upcoming week and determines whether a television station is likely to cover.
City/metro editor, bureau chief, or national editor - determines whether a newspaper will likely cover an upcoming event and may decide who to send or pass the information to the appropriate beat reporter. 
Daybooks - these are calendars compiled by news wires such as AP, UPI, and Reuters. Newspapers and other services also sometimes have these. Check daily papers for daybooks as well.

How to send your advisory (or release)
     Faxing is still the best way to send your advisory or release to the newsroom. It is best to include the name and title of the reporter you are trying to reach. The title can be important, since reporters often change beats. The person who distributes the faxes will pass the information to the appropriate person if he/she has the correct title as a guide. E-mail is another option, though only if a reporter requests this.
     Try not to send more than two advisories to the same fax number. This is unnecessary and clogs the machine for other uses. If there are more than two reporters at an outlet or fax number whom you wish to reach, do them a favor and address only one piece of paper to all of them. Blast- faxing or mass faxing can make this difficult, but it only takes one call from an irate journalist to convince you to remove duplicates from your list.      You may have to hand-fax your advisory or release to reporters. However, you can avoid this by using a fax service such as Xpedite - this typically costs $1 per page, but the faxes go out immediately. There are also computer software programs, such as WinFax, that can handle modem faxing. This method is much slower than a fax service, but you won't have to stand at the fax machine. You have to decide depending on your resources. Follow-up
A faxed advisory should always be followed up with a phone call.

When to use a press release
     To let the media know about breaking news from a press briefing, the release of a report or other newsworthy event. A release can also be used to summarize a story or report contained in a scientific journal, or as background information. Releases should be written like the best of all possible "stories" coming out of your event. You want reporters to use the information it contains to write stories of their own.

How to write a release
     Include all the facts necessary for a reporter to file a story, understanding that most reporters will also be making some follow-up calls before finalizing any story.
     Write it in an inverted pyramid format: Conclusion first, then supporting facts, with the least interesting information at the end. The lead is used to grab a reporter's attention but should also concisely summarize your "news." Often a quote from a spokesperson is also included, although most newspapers rarely print quotes used in press releases. The last sentence or two should reiterate the mission statement of the organization announcing the news.
     Releases may end with ### at the end as a signal to reporters that they have the entire document. Releases that are more than one page in length should state -more- or -continued- on the bottom of the first page so that reporters look for the next page.
     At the top of the second page, use a one-word "slug" to indicate it is the second page of the release. For example, a release about logging issues in the Pacific Northwest might use the slug "logging/page 2." This is helpful should the two pages become separated at the fax machine.
     Releases are sent on the sponsoring organization's letterhead with a date of release and a contact person's name clearly listed at the top, along with a phone number where journalists can reach the contact.
     Releases can be embargoed until a specific date and time. This means that the information is restricted and that reporters can use it to prepare a story, but cannot publish it until the specified time. This is risky for organizations because journalists sometimes "break" embargoes. However, embargoing news allows the media to get a report or announcement early enough that they can evaluate it, use some of its information to write a story, and still file it in a timely fashion. Broken embargoes are not common.

Where to Send Your Release
Releases should be sent to:

• Beat reporters who cover your issue, e.g. environment, education, etc.
• Assignment editors at television or radio stations.
• Radio and TV producers or bookers who schedule for shows that may cover your issue

In the case of a release that follows a press event, the release should be sent out to the same list of reporters who received the advisory. You may also want to add others if new angles develop.  You should also include the release in press kits handed out at your media event or mailed to journalists who express interest

What’s a Pitch Letter?   

     A pitch letter is necessary if you are planning to mail or fax information to journalists or editors encouraging them to write about your issue. A letter is different from a release, and should address the journalist directly. If you're not sure which reporter would most likely be interested in your story, call the newspaper's metro desk and ask. It's best to address your pitch letter to a specific reporter.  Remember that this letter may be replacing your phone pitch, so it is important to illustrate the newsworthiness of your issue and why you think a media outlet's readers or viewers will be interested.

Press Releases vs. Press Letters
Many organizations only communicate with the media using the press release format. Press releases are the best format when an organization is releasing news. However, everything an organization does or advocates for isn't necessarily breaking news. For non-breaking news communication with the media, consider sending a letter. This can introduce information for a "feature" story. Letters also serve to credential the organization and to pave the way for inclusion in future articles on issues that the organization works on. The lists below should help you decide which is the better vehicle:

Press Releases

• Releases breaking news
• In specified format-the inverted pyramid (starts with the conclusion, then supports the conclusion.) Begins with an attention-grabbing lead. Tells the media who, what, when, where, why, and how, and often includes quotes from appropriate spokespeople.
• Contains timely information. Solicits immediate coverage.
• Included in the release are enough facts for an immediate story to be written with little or no legwork.
• Releases tend to be fodder for the circular file in the newsroom. In order to avoid this happening to yours, follow up written communications with a phone call to encourage coverage. Most importantly, an organization should have already established itself as a reliable source with a reporter at the outlet so when they see the organizational letterhead, they will take time to read it.
• It is essential to include a contact name and phone number.
• You shouldn't phone a reporter after sending a release. Reporters find this annoying. The release contains all they need if they want to follow-up.

Press Letters

• Introduces an organization, an idea, and an opportunity for future coverage.
• Written for an individual, personalized to their interests or an outlet's interests.
• May be sent to 1 or 100 outlets with minor changes.
• Establishes a relationship between the organization and the outlet.
• Identifies good spokespeople on specific subjects.
• Introduces something that is upcoming, giving media a heads-up.
• Serves to "credential" an organization by identifying it as a good source of information on an issue.
• May be in response to a story covered by a specific reporter that contained some inaccuracies, or left out a vitally important point.
• Tends to focus less on generating immediate coverage and more on educating reporters.
• Information in the letter presents an opportunity to cover a feature or trend story. Encourages reporter to invest time to discover the facts.

Reporters tend to file these in their "teaser" files. This can be a black hole for story ideas. Calls should be made and other information should be sent to keep reminding the reporter to move the information to the front of the file, and eventually onto the desk so it can be turned into a story. Do not, however, become a pest. Take your cue from the reporter. If she/he expresses interest, continue to follow up. If not, or if the reporter is clearly not interested, move on.

IMPORTANT: Many organizations only communicate with the media using the press release format. If you only want a quick communication then the press release format can be used. However, your communication style will say to the media person you are trying to get coverage from, the knowledge of you and your organization.

So you want just the nuts and bolts of a press release. You some how got the job and it was supposed to be sent out yesterday. Well here is the format and an example. Please read the portion on tips and strategies below you may get out that press release it may help the story being covered.

Effective press releases follow a basic form, with minor changes according to taste. Here's a five-step process.

·  Step 1: The phrase, FOR IMMEDIATE RELEASE (all capital letters) opens your release and is placed at the top left hand corner of the page. This lets the reporter know the news is authorized for publication on the date they receive it. What if you do not use all capital letters? It's not the end of the world. Remember, standards differ according to taste. The Sierra Club, for example, begins their releases with the phrase "For Immediate Release".

·  Step 2: Skip a space - Next comes the headline. The two key factors associated with effective headline writing are making them brief and catchy. Style standards differ as to whether the headline should be in all capital letters or a combination of capital and lower media attention.

The final paragraph or two of a press release often contain standard information about the sender's organization. For example, organization A is a non-profit organization working with state and local government officials to promote public awareness and policy enhancing public parks.

·  Step 3: Skip a space. The body of your press release, the text, begins with a city, state and date introduction. The opening paragraph should incorporate the basic five Ws of standard journalism, i.e., who, what, where, when and why.
Follow the introduction with a few paragraphs of crisp; clear writing that states your organization's plans, goals and/or accomplishments. Experts differ on the length of an effective press release, with guidelines ranging between two or three pages of text. Given a maximum range, it's also important to remember that if it takes more than the first two or three paragraphs to grab media attention, chances are you will not garner any

·  Step 4: Include press contact information below the text of the news release. It's always a good idea to include not only your name, organization name, address and telephone number, but also your web site url at this point. There is disagreement about the placement of contact information, with some organizations including it at the top of the release. Either way works. When considering this issue, remember that the less scrolling the better serves as a basic rule of the Internet. Adding too much text at the top of the release only encourages scrolling.

·  Step 5: The release ends with the characters ###, a convention that tells the reader he has reached the end of the story. Some organizations that produce large numbers of press releases also provide a numbering system for organizational purposes, with case letters.

(SEE PAGE BELOW)

Tips:

Before you get started, here are a few simple guidelines to follow:

One of the most important lessons that beginners need to learn is that writing media releases is all about developing a persuasive communication within the framework of a traditional news story format.

Editors will quickly trash media releases that make outlandish promotional promises -- "the best ever," "everyone wins," "one-of-a-kind," "changing humankind forever." You get the idea. Instead, press release writers must think like a reporter. Media releases must follow journalistic style in order to be given any kind of consideration. How do you accomplish this task? Here's a barebones guideline.

The Headline: In about ten words -- or less -- you need to grab the attention of the editor. The headline should summarize the information in the press release, but in a way that is exciting and dynamic; think of it as a billboard along a highway -- you have just a few words to make your release stand out among the many others editors receive on any given day. Make sure you show a story for the Media to cover. . The primary purpose of your press release is to deliver a newsworthy story about your issue or action to the reader.

Opening Paragraph: Sometimes called a summary lead, your first paragraph is critical. This paragraph must explain "the five Ws and one H"

WHO ... Tell which organizations are involved. When quoting people, give their full name and position.

WHAT ... Be sure to say exactly what's going on – what exact activities are taking place?

WHEN ... Give the full date and time and don't forget to specify if it's a.m. or p.m.!

WHERE ... Give the exact location of your event – you may also wish to include directions or information such as where to park.

WHY ... Why is this worth reading about? Why is the event happening? Why is the event so special that people will want to attend?

WHO CARES ... Explain what impact this event has on your community.

Give all the most important information in the first paragraph. Get everyone interested enough in your event to read the rest of the news release. Be simple and concise. Don't use fancy wording or long sentences. Get your point across quickly and clearly. Don't use exclamation points and try to write in the third person.

The Body: Using a strategy called the inverted pyramid, the body of the press release should be written with the most important information and quotes first. This inverted pyramid technique is used so that if editors need to cut the story to fit space constraints, they can cut from the end without losing critical information.

The Closing Paragraph: Repeat the critical contact information, including the name of the person, his or her phone number and/or email address.

Be picky. Type your press release and double space it. Check carefully for accuracy – double check names, dates, times, addresses and telephone numbers.

Give opinions a voice. Use quotes instead of just making statements. For example, instead of saying "This event is a lot of fun", say "Jane Smith, who has attended the last 4 years says 'This event is so much fun! My kids just love it!'." (Naturally, make sure the quote is real.)

And before you send out your release, check that all the information is there!

CONTACT ... Include a contact name and telephone number – and double check to make sure it's right!

Strategies for Effective Press Releases
Lynne Brown-Zounes, RSVP director, offers some strategies that have worked for her programs.

Strategies for Effective Press Releases
Lynne Brown-Zounes, RSVP director, offers some strategies that have worked for her programs.

The Purpose - Getting Attention
The idea behind a press release is to stir up interest so that a reporter will interview you and write a full-page story rather than just a couple of inches of text.

To get attention:
Do…provide enough information to be informative, but
Don't…tell the whole story! Leave out just enough so that the media person will call you for more information.

Use Proper Formatting
Your press release should only be one page--one side of an 8 1/2" x 11" sheet of paper. If you can't say it in one page, you don't know how to say it. Keep refining your story down to one page.

This I.C.A.N. Training Module should get you started with the initial start of reaching out for coverage. If you finish your first release and would like some help send it out to the list at I.C.A.N. and see about some input.