Chapter 5 Reading notes

  • The backbone to almost every publicity plan is a Press Release
  • 55-97% of all news releases that are sent to media outlets are never used.
  • News releases help achieve organizational objectives within a company
  • Make sure you are formatting the news releases in the correct way:

10-12 standard point type

don’t split sentences or paragraphs between pages

Never hyphenate a word at the end of a line

Number the pages

  • Types of news releases
  • Announcements- personal appointments, promotions and changes, new products and services, etc.
  • Spot Announcements- when things due to some outside action or influence happen to an organization, a spot news release may be in order
  • reaction releases- used when an even has an impact on the specific organization
  • bad news- confront issues, even if it may reflect badly on an organization
  • Important parts of traditional news releases:

1. letterhead 2. contacts 3. headline 4. dateline 5. lead paragraph 6. body of text

Do’s and Don’ts for “Smart media release” (by Craig McGuire)


  • Include links to pages where multiple instances of your key words/phrases reinforce your message
  • Place terms in key positions like headlines and first paragraphs
  • Distribute a release through a service that carries hyperlinks to downstream sites such as Yahoo! Finance, AOL News, and Netscape


  • Go Link crazy. Too many links will confuse journalists and draw focus away from key messaging
  • Use low-resolution images. Opt for high-resolution multimedia that can be easily used by layout pros
  • Use all tools, all the time. Focus first on the message. Use bells and whistles to complement the campaign.

Public relations writing and media techniques


About relating2thepublic

I am 21 years old and attend Southeastern University where I am pursuing my degree in journalism and public relations. I have many dreams and passions and I have decided to begin taking action now in accomplishing these dreams. I believe that everyone can be great, but they must persevere through struggles. I hope that my blog is an encouragement to you!

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