How to Write a News Release with Template

In the beginning of your public relations degree program, you’ll learn a lot about communication theory and research. We’ll share with you what top researchers say about best practices and spend a lot of time talking about how public relations practitioners need to develop “mutually beneficial relationships” with an organization’s key publics or stakeholders (customers, investors, advocacy groups, etc.). It all sounds exciting, and students can’t wait to graduate so that they can step into management positions at top PR agencies.

Well, I hate to break it to you, but you’ll probably have little direct contact with clients or top management when you first graduate. In fact, all of that fun stuff about creating and executing campaigns will have to wait until you move-up in your career because you’re going to be spending a lot of your time writing.

That’s right. If you don’t have a passion for writing, or at least a desire to hone your skills, then you won’t last long enough in the field to move to those exciting management positions. That’s because your main job requirement in those first few years out of college will be to craft messages from news releases to social media posts.

And because many professionals still believe that the backbone of any public relations program is the news release, I’ve provided some of the basic information you’ll need to know when you’re out in the field.

We Use the Inverted Pyramid

Public relations professionals use news releases to share important company information with the public. The goal is to get those news releases printed in publications or to entice reporters to tell our stories. Because of this, we need to write the way journalists write, so we use something that is called the inverted pyramid.

Don’t worry. It’s not as complicated as it sounds. When you think back to the stories we read as kids, they usually began with, “Once upon a time,” and ended with the climax of the story. The inverted pyramid flips that form on its head so that we start with the climax and build the story by adding other details in order of importance. There is no real conclusion because we just stop writing when we run out of details.

This makes it easy for editors to use our news because they don’t have to reorganize the whole thing to keep the gist of the story when they are editing for space. Editors and/or reporters just have to cut paragraphs from the bottom up, and the important parts of the story remain.

So, the first sentence of your story should include details such as who, when, what and where. Why and how provide further context to the story, so we usually save those until the second paragraph.

Be a Stickler for Grammar and AP Style

As with any profession, you need to be concerned with grammar. In my introductory writing course, I give a grammar overview and have had students complain about having to learn grammar rules. Well, if you don’t think that grammar is important, then a career in the communication field may not be for you.

In addition to good grammar, those in the PR field should also be familiar with AP Style. You may have already used MLA, APA or Chicago Manual Style. One of the main focuses of those styles is how to handle citations. However, AP Style is a little different in that it deals mostly in what words to use when (should you use homicide or murder) and spelling of words (all right vs. alright).

For those new to AP Style, the book can be overwhelming. I usually tell my students that you need to know that you don’t know anything. So, you’ll have to look EVERYTHING up…at least at first.

Also, know that this book is updated yearly. So, the things you knew last year might have changed this year. Pay attention to that page at the beginning of the book that tells you what’s new.

Use Newsworthy Information

Every semester, the biggest thing that students struggle with is determining what makes content newsworthy. If you’re confused about what constitutes newsworthy content, ask yourself if the story you’re writing falls into one of the below categories.

1. Timeliness: If something just happened, or is new, then the chances are that it is newsworthy, and journalists will be interested in sharing your story. An example would be that you just launched a new product or service.
2. Impact: If your news has the potential to impact a lot of people, then you should share it. For example, a story about rising interest rates would be newsworthy because it would affect a large population of people.
3. Prominence: If your news is about someone or something well-known or important, then it’s news. If a Kardashian is involved, then the chances are high that someone will write about it. This is why we like to get celebrity endorsements.
4. Proximity: If it hits close to home, either physically or figuratively, then it’s news. So, if you have a national story, you can focus on a local angle to get more coverage.
5. Conflict: Information about fighting or other conflict is news. This can even cover things like natural disasters.
6. Bizarre/Unusual: If your news is out-of-the-ordinary, or rarely happens, then it falls into this category. For example, if the CEO of your company started her day off like any other, but then on the way to the office witnessed a person being robbed, jumped out of her car, and fought off the attacker, that would be unusual.
7. Helpfulness: News that helps us live better lives falls under this category. A story with tips on how to save money on vacation would be an example.
8. Human Interest: If it doesn’t fall under any of the above categories, but we still care about it, then it is considered human interest. These are those feel-good stories that give us the warm-and-fuzzies.

Be an Advocate for Your Organization

In PR, there is a dirty word that we never use. It’s four letters and begins with an “s.” I bet you can guess what I’m talking out…SPIN. Because we teach our students NEVER to spin a topic, they end up being afraid to write anything nice about the organizations they represent. Yes, of course we want to be truthful; that’s a huge part of public relations. But, whereas we are objective when we’re journalists, we’re advocates as PR professionals. We want to highlight the positives about our bosses and clients. We never, ever lie. That is unethical, and a surefire way to lose your job. But, we are always looking for the positive angles in all of our stories.

Know the Basic Components

Letterhead: Your company’s letterhead appears at the top of the document.

Release Date: Under the letterhead, to the left of the document is the release date. If the news can be shared as soon as the release is written, then you would write, FOR IMMEDIATE RELEASE. If the news can only be shared after a certain date, but you’re sending out the release before that day, then write, RELEASE DATE with the date underneath.

Media Contact: To the right of the release date is the media contact information. Include the name, phone number and email address of the person who should be contacted if a reporter has questions about the story.

Headline: The headline tells the reader what the news release is about. Although this comes first, some people find it easier to write it last, after they have a clear idea on the angle of the news release. This isn’t a complete sentence, so it doesn’t require punctuation. However, it should still be specific. I find that some students write descriptors (i.e. Meatless Mondays) rather than headlines (Kennesaw State Introduces Meatless Mondays at The Commons).

Subhead: This is not required on all news releases. But, if you feel like the headline needs further explanation, provide it under the headline. If we continue with the Meatless Mondays example, a subhead could be, Eco-friendly initiative aims to educate campus community on the health and environmental impacts of a plant-based diet.

Dateline: The dateline comes right before the first sentence of the news release. It includes the city and state of the news. This can also include a date (hence the name, dateline). Every letter of the city is capitalized, and only the first letter of the state is capitalized. However, check AP Style because some cities, Atlanta for example, stand alone.

Lead: We call the first sentence of an inverted pyramid story the lead, or lede. It appears on the same line as the dateline (see example below). Many publications prefer a one-sentence lead that provides information such as who, what, when and where. However, in PR writing, we often write one- to three-sentence leads. Just make sure your lead paragraph doesn’t encompass more than five lines of text in the document. Also, writing that your company “announces” something is not news. Wrong: Kennesaw State University announced Tuesday that it will implement a new Meatless Mondays initiative in its dining hall, The Commons, beginning Monday, April 23. Right: Kennesaw State University will begin a new Meatless Mondays initiative in its dining hall, The Commons, beginning Monday, April 23.

Follow-up: In this paragraph, we answer questions raised by the lead paragraph. In the Meatless Monday example, if we introduced the initiative in the lead paragraph, then we need to answer any questions that readers may have the next paragraph. If this story were to appear in a campus publication, then the most important information to include in the follow-up would be what we, as the campus community, can expect to find if we eat at The Commons on Mondays.

Body of story: After the lead and follow-up paragraphs, everything else is nice to have information, but if it is cut then we will still retain the gist of the story. These paragraphs should be one to three sentences. This is also a great place to include quotes, especially from your client or boss. Keep in mind, quotes stand alone. That means a quote is it’s own paragraph.

Boilerplate: This comes at the very end of the document. It is a one-paragraph description of the organization. It is the same on every news story, so you only have to write it once and update it as needed. You should include a variety of information in the boilerplate such as the company’s market position, size, aspirations, scope of the business’s activity, geographic coverage and core values.

Slug: Back in the day when we used to fax news releases, it was important to include information on the news release to let the reader know that more pages were coming. So, if your news release is more than one page, type -more- at the end of the first page and include a slug on the second and subsequent pages. At the top left-hand of the second page, and all those that follow, type a one- to three-word descriptor on what the news release is about. For our Meatless Mondays example, you would simply type Meatless Mondays in the top left-hand corner. Flush right, type, page 2 of 2, or however many pages comes after. You add the slug to every page after the first. However, because many of our news releases are emailed now, some PR pros have dropped the slug. 

Symbols that indicate end of release: To indicate that the release is over, type ### or -30- right after the boilerplate

Template

Use the following template to help you get started: news release template

Final Tips

• Write in third person
• Use the first and last name of a person on the first reference, and last name only on the second and subsequent references
• Focus on clear and concise writing. Can you edit it down and still retain the meaning? If yes, then do it.
• Ditch the SAT vocabulary. Make sure that you write for the masses.
• Quotes should add color, not just restate facts

I hope this helps you get started. As long as you follow the inverted pyramid formula, check the AP Stylebook as needed and are accurate in your writing, then you should have nothing to worry about. And, one last piece of advice, if you ever run into trouble, don’t hesitate to ask Google. Problem-solving simple questions on your own will go a long way with your bosses.

Attention to Detail and the Art of Self-Editing are Musts in the PR Industry

Avoid the dreaded red pen by following these PR tips.

Am I tough when it comes to grading assignments? Some of my students seem to think so. However, I don’t think that it’s unreasonable to expect the budding PR professionals who come into my classroom to be able to construct complete, grammatically correct sentences that adhere to AP Style. That’s what our clients expect to get when they hire us: Professionals with good communication skills and an eye for detail. And, it’s not just PR. Look at any job posting in any field and you’ll see good communication skills as a top requirement of applicants.

But, the ability to communicate effectively isn’t something that you’re either born with or not: It’s something that takes time to learn and practice to refine. That’s why we require PR students to take writing courses and why I strive to teach all of my students about the art of self-editing. I believe that attention to detail is one of the top skills that PR professionals must possess to be successful in the industry.

In this fast-paced world of text messages, emails and social media, it seems that we’ve lost the essence of what it means to be an excellent communicator: taking the time to self-edit. Yes, that means completing an assignment before the deadline and asking the following questions:

1. Did I write in complete sentences? (You would be surprised by how many students turn in work with sentences that they stopped typing mid-thought.)
2. Are all of the words used in my communication spelled correctly and free of text lingo? (Improper use of there, their and they’re or its and it’s are big ones for me.)
3. Are my sentences grammatically correct (active voice, subject-verb agreement, etc.)?
4. Did I eliminate any unnecessary words so that my communication is precise and to-the-point? (My biggest pet peeve here is typing “in order to” rather than just “to.”)
5. Did I follow the correct formatting for the assignment?
6. Did I adhere to AP Style? (I’m not sure why AP Style seems to be an afterthought for many of my PR students, but it is. Some of them don’t even bring a Stylebook to class.)

The art of self-editing is a skill that must be acquired while in school rather than out in the field. Why? Well, you won’t be employed for long if you consistently send documents full of mistakes to your boss or clients. Also, if you don’t make it a habit now, it will be hard to convince yourself to make time to edit when you’re simultaneously dealing with emails, phone calls, intern questions, interoffice IMs and client deadlines.

The ability to self-edit is only one of the skills needed to be a successful PR professional. Share some of your top tips for PR students below, and make sure to check back often for more industry posts.

Tips to Help Businesses Deal with Negative Feedback on Social Media

Deal with negative feedback on social media effectively with these PR tips.

Boners BBQ’s public fight with a Yelper; Applebee’s’ inappropriate handling of unhappy patrons on social media after the restaurant fired an employee; Amy’s Baking Company, the infamous restaurant that appeared on Kitchen Nightmares, and its all-caps combative Facebook posts to, well, the world. Although it shouldn’t be shocking when businesses don’t know how to handle themselves on social media, it always seems to take us by surprise and spark at least a couple of days of online debate, news stories and blog post reviews of the meltdowns. It’s as if we’ve forgotten that it’s all about building and maintaining relationships on social media, even for businesses.

I recently had an inappropriate interaction on Facebook with a business that my family and I used after I left an accurate, yet negative review of the company’s response to an issue. This in turn led to the business posting argumentative comments, which makes it look like some angsty teenager runs the company’s Facebook page.

This reminded me that not all businesses are able to hire a PR firm, or even one PR professional, to help them navigate the sometimes confusing world of social media. So, I’ve compiled some tips below to help businesses resolve conflict with customers quickly, efficiently and, most importantly, appropriately.

1. Don’t take it personally: In most cases, people who post negative reviews are not doing so maliciously. They have a legitimate complaint that needs to be resolved. This is not a reflection on you personally. No one is saying, “Hey, I don’t like that guy/girl who runs that Facebook page; I’m going to make his or her life miserable.” If you can remember this rule, then you are already way ahead of the crowd.

2. Don’t ignore the post: Sometimes, especially if you don’t have a customer service background, those negative posts can be intimidating. However, it looks better if you respond appropriately. It shows the world you know how to handle your business. And never, EVER delete the post. You may think that you have minimized the damage by limiting the amount of people who can see the negative feedback, but I promise that someone, somewhere has already taken a screenshot of the review.

3. 

   Keep customers happy by responding to comments on Facebook.

   Think before you type: This goes back to the first tip. Remember that it’s not personal, take a deep breath and continue on to tip number 4. If necessary, get all of your aggression out in a Word document, delete what you wrote and then continue to tip 4.

4. Apologize and offer a solution: The first thing you should ALWAYS do when dealing with an upset customer, on social media or in-person, is to just say that you are sorry about the situation. Express your concern, and let your customers know that they are valued because, let’s face it, you wouldn’t be in business without them. After you apologize, offer a solution. If you don’t have a solution yet, let them know that you’re looking into the matter and will follow up shortly. Then, continue to the final step.

5. Follow up: If you needed time to look into the matter, follow up with the customer with a solution as soon as possible. And, I’m talking within 24 hours. If you had a solution, follow up with your customer as soon as the issue is resolved to see if it was handled appropriately and to make sure your patron doesn’t have any other issues.

I promise that if you follow these five tips, you will diffuse the situation with your upset customer 99 percent of the time. Plus, there’s no better publicity than letting the world watch an unhappy situation resolve into a positive one.

For more PR tips, visit my blog.

‘Best Job in the World’ Campaign Turns Simple Idea Into Huge Success

It was a simple PR idea that led to massive success: Promote tourism in Queensland, Australia during a recession using a job advertisement placed in newspapers, magazines and the Internet as the primary means of spreading the word. What resulted was truly amazing, and led many communications agencies such as Spada to dub the effort as one of the seven PR campaigns that changed the world. Though the focus of the campaign was travel, it is a prime example of good PR that practitioners in every field can learn from.

The Best Job in the World Public Relations Campaign

Best Job in the world ad via mUmbrella

The Goal: To promote tourism in Queensland, Australia.

The Objective: To increase international awareness of the Islands of the Great Barrier Reef as a top destination for tourists.

The Strategy: Utilize local media around the world to share messages about Queensland Tourism and engage an international audience.

The campaign was called, The Best Job in the World, and the primary tactic was a competition sponsored by Tourism Queensland and promoted with the help of PR agency, Quinn & Co., through a partnership with Queensland’s ad agency, CumminsNitro. It started with a simple ad posted in publications around the world for a full-time, live-in caretaker of the Hamilton Islands. The job boasted flexible hours and included free lodging in a luxurious home and a salary of $103,000 for a six-month contract.

The job requirements were easy enough: clean the pool, feed the fish and collect the mail. However, the real job was to promote the natural beauty and attractions of the Islands of the Great Barrier Reef via weekly blogs, photo diaries and video updates. Though the position seemed fun, according to Ben Southall, winner of The Best Job in the World in 2009, in a BBC news interview, it was one of the busiest jobs he has ever had.

To be considered for the position, all applicants had to do was post a one-minute video on the Queensland Tourism website explaining why they should be chosen for the job. According to a case study on PRNext, the target audience for the campaign was “Global Experience Seekers,” and the job was open to anyone around the world. The total budget for the campaign was $1.2 million.

The results were astounding. More than 34,500 people applied for the job from more than 200 countries. There were one million hits on The Best Job in the World website on the second day it was live; and, in the end, the website had 6.7 million visitors, with 1.7 million of those visitors coming from the United States. In addition, there were 336,000 Facebook-referred website visits and more than 3,100 Twitter followers. But it didn’t stop there. Global news coverage included stories and documentaries from BBC, CNN and Time Magazine, among others, as well as a bevy of blog posts and case studies, resulting in an media coverage valued at an estimated $11 million with 627 million media impressions in the U.S. and Canada.

Why it Worked

The campaign had several strengths:

1) It understood the concept of social media. The Best Job in the World campaign realized that social media isn’t just another place to post a news release, but a way to include its audience in the conversation. For example, because Queensland Tourism was offering such an amazing prize (awesome job plus a lot of money), the company definitely wanted to have a say in who was going to get the position. However, because it understood that social media was about audience engagement, the campaign allowed the public to vote on one wildcard applicant. This helped to increase visits to Queensland Tourism’s social media and websites.

2) Media markets were given all of the tools needed to share the story. In addition to strategically placing classified ads and job postings in several media markets, the campaign also provided news outlets with everything needed to effectively cover the story including news releases, photos, B-roll footage and possible story lines.

3) The PR campaign was designed to ensure continued media coverage. The campaign’s media outreach didn’t end with its initial news releases and pitches. There was a plan in place to secure future coverage: As it began to narrow down the list of potential applicants, Queensland Tourism sent out news releases to inform the media of the various stages of the campaign. This helped to drive greater awareness through continued exposure.

This wasn’t a one-time stunt. Queensland Tourism introduced The Best JOBS in the World competition earlier this year. Watch the video below to find out more. (Sorry folks, it’s too late to apply. But, it’s awesome that the fun didn’t end.)

What it Can Teach Current PR Professionals

There are several lessons that PR professionals can learn from this innovative campaign:

1. Don’t forget the value of traditional PR efforts: In an age where social media is viewed as an inexpensive and exciting way to share client news, it is easy to forget that traditional PR efforts can be just as effective. The Best Job in the World campaign found a way to successful incorporate both. Queensland Tourism realized social media’s viral nature, and utilized these tools to spread the word. But, before the social media frenzy ensued, the company employed traditional media efforts to introduced The Best Job in the World. So, before defaulting to a social-media-only campaign, look for ways that traditional media can be utilized to advance your efforts.
2. Engage audiences on social media: Social media sites shouldn’t be viewed as just a place to post your news releases. You should actively work to engage your audiences by encouraging participation. Granted, offering a fun-filled job in paradise is a surefire way to get people talking, there are other things you can do to get your audience involved such as ask questions and create a friendly environment where social media users feel comfortable expressing both praise and concerns.
3. Have a solid plan in place: Before the campaign was launched, Queensland Tourism and its partners knew what needed to be done in every phase. Though every campaign should allow for evaluation and tweaking while in the middle of carrying out the tactics, you should always know what your next move will be. Don’t wait to see how it goes, evaluate and then plan the next move.

The Best Job in the World was an innovative campaign that married traditional PR efforts and social media. What makes this project truly unique is that it used a relatively simple tool (newspaper job advertisement) while employing social media in tandem to ensure maximum reach: all in a time when social media was just becoming popular. In today’s world of burgeoning social media, do you think that PR professionals have placed less emphasis on traditional PR efforts, or are we still doing a good job of marrying traditional with social in our campaigns?

Want to learn more about The Best Job in the World? Check out these resources:

Balaban, D. C. & Doornkatt, I. T. (2009). Efficiency in international PR. Case study: “The best job in the world,” Romanian Journal of Communication and Public Relations, 11(2), 27-33. Retrieved from http://journalofcommunication.ro/archive1/RJCPR_16full.pdf

Brit wins ‘best job in the world’ competition. (2009, May 6). CNN. Retrieved from http://www.cnn.com/2009/TRAVEL/05/06/best.job/

Emanuel. (2013, March 5). The best job in the world is back! [Web log post]. Retrieved from http://blog.queensland.com/2013/03/05/best-job-in-the-world-is-back/

Massive interest in ‘dream job’. (2009, January 15). BBC News. Retrieved from http://news.bbc.co.uk/2/hi/7830692.stm

Mumbrella. (2009, October 26). Best job in the world voted best newspaper ad [Web log post]. Retrieved from http://mumbrella.com.au/best-job-in-the-world-ad-voted-best-newspaper-ad-10724

Pollack, S. (2013, March 6). Do you want the best job in the world? Apply now. Time NewsFeed. Retrieved from http://newsfeed.time.com/2013/03/06/do-you-want-the-best-job-in-the-world-apply-now/

PRNext. (2009, July 20). Case study—‘Best job in the world’ campaign winner of the inaugural PR award at Cannes 2009 [Web log post]. Retrieved from http://prnext.wordpress.com/2009/07/20/case-study-best-job-in-the-world-campaign-winner-of-the-inaugural-pr-award-at-cannes-2009/

PR Tips from Leading Industry Expert, Jane Stout of Cookerly Public Relations

Jane Stout, Senior Vice President at Cookerly Public Relatons

One of the greatest ways to learn and grow as up-and-coming public relations professionals is to find industry leaders who model the types of career paths that you wish to have in the future. Jane Stout, executive vice president at Cookerly Public Relations, is a prime example of a top PR professional to follow.

Jane has more than 20 years of experience in business, teaching and communications. She is a big picture person and uses that perspective to develop strategic, results-driven programs for her clients. Jane is involved in several professional organizations including the Public Relations Society of America and Business Executives for National Security. In addition, she serves on the board of directors for the Georgia Chamber and the Small Business Advisory Council.

I recently had a chance to chat with Jane about her experiences in the PR field. Below are some of her insights and tips that every public relations professional can use, from those who are just starting out in the field to those with several years of experience under their belts.

The Importance of Good Writing in Public Relations

Writing is the number one priority in the public relations industry. Professionals need to understand how to write and express themselves, as well as have a strong grasp of the content and subject matter. “Strength in overall ability to write is, in general, going downhill,” Jane said. “The style of writing needs to be crisp and compelling. I can’t stress how important this is.”

Understand the Connection Between the Business World and PR

“If you don’t understand the business of your clients, then you can’t be a good communicator,” Jane said. PR professionals need to know what to promote. Otherwise, they are operating in a vacuum. For example, Jane’s business background has allowed her to bring strategic thinking to the table during client meetings by understanding business drivers and barriers.

Top Three Tips For Up-and-coming PR Professionals

1. “Read The Wall Street Journal every day,” Jane said. “It gives you a bigger perspective of what’s going on in the business and financial worlds. You also have the opportunity to soak up good writing skills.”
2. Keep in touch with the craft of writing. Just like you have to practice the piano to be able to play the instrument, you also have to practice often to be able to write well.
3. Read PR communications–from PRSA’s Tactics and The Strategist to content on Mashable. There is no better way to keep current in the field than to check in and keep a foot in the social media world. “Go through one of the lists of top PR blogs and pick one to read each week,” Jane said. Also, PR professionals should look at what other leading firms are doing, both nationally and internationally.

And, of course, it is always a good idea to get on-the-job training in leading public relations firms and departments. For information about career opportunities at Cookerly Public Relations, visit the website.

Jane is an excellent example of where your career could head in the future. What other industry leaders provide a good example for young PR professionals to follow?