CAAA PUBLIC RELATIONS GUIDE
NEWS
RELEASE LESSON
CAAA NR: 001:2004- Draft Ver: 01 - ( Draft ver: News Release identifier - number/year - Draft ver: - remove draft with final version - NR identifier numbers provided by the CAAA PR officer )
News Release
AVIATION ART ABOUT TO LAND IN CALGARY
Headline entered here. The headline captures the essence of the information
in your news release while also generating interest in the content. It is
in larger size, bold type.
Day, Month,Year
Location (city, province- in bold type)-- The news release is the basic PR tool available as a means of communicating information through the media to your target audience. In the news release you are communicating the essential details of an event or issue to the media at the same time as you are providing the basis for media coverage such as the main facts and quotes that can be used in support of a story written by a journalist. For this reason the news release should be written in the present tense using an active voice as in the same case as writing a news story. This makes the news release easily adapted to media usage.
The language should be simple, concise and clear as you should aim for your news release to fit within one (8.5x 11) page. Remember that the news release, while transmitting the fundamental details of the story,should not tell the whole story as that is the journalist's function. Because of this you need to keep the news release tone factual and avoid using overly subjective statements or superlatives in the main content. The exception to this rule is in the case of any quotes that are written for attribution and use by the media by spokespersons describing an event or issue. Although sensationalism is to be avoided you are trying to entice interest in your event or issue so you must write the news release with that in mind.
The basic elements of the news release are:
Headline - Captures the essence of your news release and attracts interest.
Lead - approx 15 -25 words. Should answer as many of the 5 Ws and 2 Hs as possible -Who, What, Where, When, Why and How and How much. Although there are some essential elements to the lead there is the latitude for creativity in how you approach creating one. Here are some examples of different approaches;
Standard lead - Factual and to the point, e.g.: "The Canadian Aviation Artists Association annual convention to be held at the Calgary Air Museum between 1-4 June, 2004. An art display will be open to the public daily from 2:00 - 4:00 p.m."
The Punch or Novelty lead - Focus on emotional appeal, e.g.: "A historic aviation event will take place in Calgary! The first western convention of the Canadian Aviation Artists Association will be held at the Calgary Air Museum 1-4 June, 2004.
The Picture lead - Our aviation history in full artist colour will be on display in Calgary between 1-4 June, 2004 as the Canadian Aviation Artists Association will hold its Xth annual convention here.
The Question lead - What do Leonardo Da Vinci and the Canadian Aviation Artists Association (CAAA) have in common? The answer is that they have both made a contribution to art and aviation and between 1-4 June, 2004 Calgarians will be able to see the works of the later as the CAAA holds its Xth annual convention in the city.
The Quotation lead - " They've brought our aviation history to life in full colour in a way that photography can't, I'm very impressed", said Calgary Museum curator John Smith announcing the upcoming Xth annual Canadian Aviation Artists Association convention scheduled to be held in Calgary between 1-4 June, 2004.
Bridge- The bridge is a transition from the lead to the amplifying information contained in the initial paragraph(s) of the news release. The bridge leads the reader further into the subject matter contained in the Body.
Body - main content of your news release. This is the main content of the news release where the essential facts are contained usually with some background information. The body is also where your main messages are contained in framing your position on an issue or in communicating key points concerning an event. For example, using the draft of the 2004 Annual Convention (see relevant web page), this is where the mandate and achievements of the CAAA are highlighted (as CAAA key messages) in support of the main objective of the news release announcing the convention in Calgary.
-30-
-30- It is a journalistic convention to conclude the text of a news release
with a centered -30- below your last line of text. This is a tradition that
dates back to the early days of type setting that is retained.
For further information contact:
This is where PR contacts are identified. Ensure that you include telephone, fax and e-mail contact info where you or designated PR representatives can be reached. Also, ensure that every designated spokesperson has access to supporting PR documentation such as the news release, backgrounders, photos etc.
CAAA web site: www.aviationartists.ca
News Release example: 2004
CAAA Convention (draft -CAAA NR 04/01)
Note:
News Release distribution - News releases are typically distributed by fax to media. The extent of media distribution depends on the scope of the event or issue. In most cases CAAA news releases will be aimed at local or regional media and may be distributed at that level by Regional Coordinators in support of localized events. In some cases a national news release may be appropriate in support of a major event or series of related events that may be of interest to a national media audience. With the advent of the Internet e-mail distribution may be used to get your news release to the media. It is also a good idea to deliver news releases to individual journalists that you have established contact with who you know may have a specialized interest in the issue/event you are publicizing. News releases can also be distributed directly at supporting events leading to the main event or at pre-event interviews. It is also a good idea to have news releases available at the main event to provide visiting media with a base of information about the event and especially as useable quotes may contained in the news release.
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