When writing a press release as a news story, try to focus on a topic or an issue that will interest a lot of people. First you have to interest the news editor of whatever media you approach. A news editor is interested in whatever is newsworthy. Try to think of newsworthy by asking yourself what people are talking about today on the slips; at the store; in the post office; at the gas pumps; in the lunch room; in the barber shop, or driving to work. Whatever people are really interested in talking about is likely to be newsworthy.
What is news?
1. News is the most important.
2. News is the most interesting.
3. News is the most controversial.
4. News is the most unusual.
5. News is happening right now... or tomorrow.
6. News is local... happening right here.
NOTE: News is a language of superlatives - the best and the worst; the biggest and the smallest, the first and the last. When looking for publicity, ask yourself what your group is doing that is newsworthy.
WRITING TIPS:
1. Try writing your press release like a news story. Brenda O'Brien says this will often result in your message being printed in the media exactly as you wrote it.
2. News stories are often written in an inverted pyramid style. This means you should try and get essential information into the story as soon as possible because during editing it can be cut at any time. Don't get angry when your release is cut; this is a normal procedure and it happens as a matter of course, even to professional reporters.
3. Pay special attention to lead (first)sentences; these words are the hook to entice readers to continue. (Some people will advise press release writers to put a headline as a hook on the story; don't expect it to be used by editors. Headline writing is complicated.) Often the lead will turn out to be your last sentence. A news story doesn't have to have a beginning, middle and end; rather it flows from the most important to the least important information. So, start your story with what's happening now or in the future. Use background material at the end of the release.
4. If you have a relationship with local media, you will know who to direct your message to. Reporters often have assigned "beats" or responsibilities. It still doesn't hurt to copy your release to the editor or publisher. (But please make sure that your list of media contacts is up to date.)
5. Send your release to all the media in your targetted audience area. Don't forget community newsletters (even church bulletins and grocery store bulletin boards for notices) and community television message channels.
6. Use quotes in your press releases but don't forget to identify the position or job title of the people and where they are from. If these people are able to speak to the media, you should include contact information.
7. Choose a well-spoken contact person from your group and include contact phone numbers that work.
Date to be released: March 5, 1996.
Contact: Tom Hutchings or Elaine Keeping of the Communication for Survival Initiative Steering Committee and the local Ramea committee. Hutchings is also economic development officer with the Town of Ramea and Keeping is with the Ramea Economic Development Corporation, a partner in the initiative:
709-625-2235 (phone)
709-625-2282 (fax)
tom_hutchings @ porthole.entnet.nf.ca
Keeping says the Ramea Communication for Survival committee and Ramea Broadcasting will be hosting the regional community television discussion.
The live television event includes a phone-in for local residents as well as participation from Burgeo, Stephenville, Lourdes, La Grand' Terre and L'Anse à Canards. The event coincides with the regional steering committee meeting of the Communication For Survival initiative.
The television program will also feature videotapes from the participating communities and live music. Topics for the discussion are what can be done to create work in our rural communities; changes to UIC; youth and work; the future of TAGS, and the current work ethic.
The Communication for Survival initiative is a partnership of community groups from Ramea, Burgeo, Lourdes and La Grand' Terre working togther to save services to rural communities and to promote new development.
The communication initiative is working with the Ramea Economic Development Corporation (REDC), the Ramea Broadcasting Corporation (RBC), the Burgeo Broadcasting System (BBS), the Association Regionale de la Côte Ouest (ARCO), the Port au Port Community Education Initiative and a new communication group in Lourdes to provide skills learning opportunities for volunteers.
Other communication efforts include volunteer group meeting management; community radio; local newsletters; posters; brochures; photography, and networking by computer electronic mail.
Resource people from the communication initiative are now working with community participants in Burgeo to develop a local newletter with black-and-white photography. Other communications activities in Burgeo include working with BBS on a volunteer recruitment program and assisting local groups with meeting management.
The current phase of the communication initiative is called skills acquisition and practice. Interested community participants in Ramea produced photos and designed a new issue of the REDC newsletter - 'Ready for Tomorrow'. Local participants are also at work videotaping interviews and editing programs for community television.
Similar activities are scheduled in April for community volunteers in the Lourdes and La Grand' Terre areas.
Communication for Survival recently completed its community communication familarization stage. In Ramea, the local committee and RBC produced Our Island Home - a live community television event with a phone-in focusing on town issues. In Burgeo, the local committee and BBS featured a television phone-in on the proposed downsizing of the Burgeo hospital; calls were received from concerned people as far away as Francois, Grey River, Ramea, Norris Point and Placentia.
Familarization activities in La Grand' Terre included a videotaped cultural program which featured a panel discussion of the francophone schoolboard issue. The program was simultaneously broadcast on FM radio. In Lourdes, local committee members and students produced videos on area events and the 1993 community forum.
The videos in Lourdes are available from the community library; the francophone video is available in video outlets in La Grand' Terre, L'Anse à Canards and Cap St-Georges.