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Chapter 5: News Releases and Fact Sheets

February. 16. 2010.

Planning a News Release

  • The Basic Questions to Structure the Content of a News Release
  1. What is the subject of the message? what is the specific focus of this release?
  2. Whom is this message designed to reach? For example, s it aimed at local citizens, or is it mainly for executives in other companies who read the business page and might order the product?
  3. What is in it for this particular audience? What re the potential benefits and rewards?
  4. What goal is the organization pursuing? What is the organization’s purpose? Is it to increase sales of a product? Position the company as a leader in the field? Show company concern for the environment?
  5. What do you want to achieve with the news release? Is the objective to inform, to change attitudes and behavior, to increase attendance at a a local event?
  6. What themes should this news release highlight? How can they be tailored to the format of a specific publication and its readers?
  • Selection of a Paper
  1. Standard for the U.S. is plain white and “letter size” (8.5 X 11)
  2. “The use of colored paper for a news release does not get much support from experience publicists, despite the logic that a colored release will stand out from the mass of white paper that piles up in newsroom.”
  • Spacing and Margins
  1. Standard is double spacing

Types of News Releases

Types of Fact Sheets

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