News Release Press Release Primer - Bob Griffin#39;s Web Site新闻发布引物鲍勃-格里芬与# 39；网站.pptVIP

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2018-04-16 发布于江西
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News Release Press Release Primer - Bob Griffin#39;s Web Site新闻发布引物鲍勃-格里芬与# 39；网站.ppt

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News Release / Press Release Primer Bob Griffin New England Institute of Art Summarized from Notes from A Master Class * News Release / Press Release Primer The news release (press release) is probably the single most important form of communication between an organization and the media, and, therefore, between the organization and the public. News releases account for 70% of all communication between PR and editors. A busy editor may receive from 25 to 50 news releases a day! News Release / Press Release Primer Editors generally cite three reasons why they don’t use a news release: Not interesting; too complicated; boring Too long; need to re-write; don’t have time Too commercially oriented; too much like an advertisement News Release / Press Release Primer To achieve success: Recognize WHAT is news Use the proper format Write effectively Simply stated, news is anything that interests the public. News Release / Press Release Primer Basically, almost anything can be news to someone, somewhere. Your job is to determine which news goes where. Know your target audience; know their reading matter, too. News Guidelines Since the audience varies and the concept of news varies, it is important to realize that some people and things are ALWAYS news: Progress - Software release Names (celebrity of any kind) Anna Nicole; Paris Hilton Conflict and controversy - Microsoft Lawsuit Disasters - 12/26 Tsunami A significant event “Shuttle Explosion” Novelty - Microsoft Wallet Current Events - Y2K The Future - Almost nothing will guarantee press coverage as well as the future News Release Format Your job is to help the editor; give him what he wants is the best possible, ready-to-use format. Here’s a checklist to get it right the first time: Who the release is from Contact name and telephone number The release date (For release on: ______; For Immediate Release) Date the release is being mailed What the story is about: Headline, subhead and two sentence grabber; inverted pyra