Print Journalism

PRINT JOURNALISM 4(1+3)

Lesson 9 : News Stories – Types

The Press Release Format

1. Report in the “third person”: Just like a news release, a press release purports to report on an event, circumstance or occurrence by a third party.

   Press releases are most effective when they are under 500 words, generally two to three paragraphs, preceded by a clear and attention grabbing headline.

   Remember, this content is intended to be use by the media, so be accurate and reasonable detailed.

2. For Immediate Release

1. Headline
   Be creative and keep it to one sentence. Capitalize the first letter of all words but do not use all upper case letters. Exclamation marks (“!”) conveys that the release is advertising, not news, and it’s the credibility of news that generates the good publicity.

2. Paragraph 1
   Physical location (country, state, city), Month, Day, Year - Begin with a strong introductory paragraph that captures the reader’s attention and contains the information most relevant to the message such as the “Five W's” of (W)ho, (W)hat, (W)hen, (W)here, and (W)hy, when applicable. This paragraph should summarize the News Release such that if it was the only part seen by a reader, it would tell that the entire message and it should include a hook to get the audience interested in reading more.

3. Paragraph 2, 3, 4 …
   These paragraphs should contain more detailed important information, and make up the body of the release. Pick up with the information provided in the first paragraph, including quotes from key staff, customers or subject matter experts. The reporter should ensure the use of correct grammar so as not to affect the credibility negatively.

   As for content, the reporter should make sure to keep in mind that he is writing a press release to grab the attention of the media. It is very important to maintain factual accuracy and is cleared to use quotes or information about businesses and most importantly has an angle that will appeal to journalists (often by connecting his release to current events or issues). Effective releases usually utilize a strategy known as the inverted pyramid, which is written with the most important information and quotes first.

   It is important to keep the press release to fewer than 500 words total. The concise and to the point works best.

   The body of the release should be more than one paragraph. The final paragraph should restate and summarize the key points of the release.

Reporter should:

1. Additional 1
   provide avenues for the reader to obtain additional information, demos, samples, etc., and it is important to Internet links. Web Wire® provides special data submission fields for company/agency name, contact, telephone, email address, website location, etc. and other online connections (links).

2. Additional 2
   include trademark acknowledgments, product or event timelines, availability, logistics, etc. in paragraph form.

3. Additional 3
   background information about the company featured in the release, if appropriate, as well as any applicable safe harbor statement or disclaimers.

4. Additional 4
   with a Web Wire submission, include contact information about the release (name, title, email, telephone, etc.) within the appropriate online form. Make sure it is the person who can answer questions about the release.