PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.

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Fundamentals of Public Relations MCM 401

Lesson 7

PRESS RELATIONS IN PR

Overview

In this lecture we will study about press relations. Basically what are its methods and how does a PR

professional maintain these and what are basic ingredients for good press relations. The students will also be

apprised about the definition of press relations and explain about News and news releases and how should

these be written.

6 Points For Good Press Relations

A good public relations practitioner will take following six steps to maintain good relations with the press

1. He will maintain TWO way Relationship.

2. He will by his conduct establish reputation of reliability.

3. The press will always provide good copy.

4. He will always cooperate with the press in providing material.

5. As and required he will provide Verification Facilities.

6. The PR practitioner will build personal rapport with the Media

Definition

The word Press, as commonly known should not be confined to press. It

covers all news media, like, radio, TV & cinema.

The objective of press relations is to `create knowledge & understanding.'

and not what the employer or client wants to be printed for favorable

mentions

All press material should be of 'interest & value ' to the readers, listeners

or viewers, as the material is likely to be used and the resultant publicity

will ultimately please the client or employer.

What is News.

`News is information which is not already known to recipients.

News Release.

Whenever a news release has to be prepared following essential points should be kept in mind.

The test of a PR story.

It means that it has news worthiness i.e. the information will be of interest to readers and is therefore worth

publishing.

Bad releases are bad PR.

A news release creates an image of the organization in the critical eye of the editors. A badly written release

will create a very bad impression of the sender's organization.

Good presentations.

Primarily following 4 things contribute to happier relations .with the press.

Releases should be composed in the style acceptable to journalists.

Release should be in manuscript style, and not in business letter style.

Releases should be appropriate to the journals to which they are sent.

Carefully select journals to which releases are sent and moreover send them well ahead of time of

publication.

How Should The News Releases Be Written)

The easiest way to learn how to write news release is to study newspaper reports and observe how they are

written: there is a special technique. Following TWO fundamental characteristics will be apparent from

reading newspapers.

The subject is stated in the opening words.

The opening paragraph is a summary of the whole story.

( The 7 Point Formula

1. Subject - What is the story about?

2. Organization - What is the name of Organization?

Fundamentals of Public Relations MCM 401

Location - Where is the organization located?

Advantages - What is new? What are the benefits?

Details What are the colors, sizes, prices, performance figures or other details?

Applications What are the uses & who are the users?

Source Is this different from location, e.g. location might be where the work is done, source will

be the head office.

(Model Layout Of A Press Release)

Simple identification

LOGO

NEWS from ABC Company

Brief identification of story

Headline.

Opening paragraph, summary of whole

First paragraph not indented

story, subject in first few words, brief

Double spacing

name of organization, Location, highlights

of story.

Good margins both

Advantages: what is new, different?

sides

Applications: uses and users.

Details : specifications , prices.

Source of product or service: full name,

address, telephone number of supplier.

Writers, name

and Title.

Clear information without

Name, Address, telephone no. of

Excessive display

organization. or PR Consultancy

WHY 7 Point Formula?

The value of the above 7 point formula can be summarized as below:

It provides a Checklist of data before writing a press release.

It is the plot for the release, indicating the sequence of information.

It provides a checklist to apply after writing the release.

It proposes an orderly sequence of information.

First paragraph should always state the subject, the name of the organization(although not the full

business address.)

6. Last paragraph should state full name, address and telephone numbers of the organization.

Secrets Of Good News Release.

In order to explain further following key points are enumerated below for writing a good news release.

Good press release should have short paragraphs, , short sentences &

simple words.

The story should not be more than ONE page.

The superlatives should always be avoided ,such as "the world's biggest"

Avoid vague generalizations like `economical - money saving" etc.

Do not use cliches like "unique, wide range, this point in time "etc.

Do not quote remarks from leaders unless they have something special

and or original to say.

Presentation of a News Release.

For effective and authentic news release following points should never be ignored as the release is a

manuscript.

Fundamentals of Public Relations MCM 401

Press releases should be typed on printed letter head.

Important points should be given headlines.

Subheadings will help in emphasizing points.

Indented paragraphs will always give good looks and effective response.

Capital Letters should be used only when necessary.

Underlining special points will help in easy identification.

Full points or full stops in abbreviations should only be used when necessary.

Figures. Will substantiate your message or claims.

Dates are important for up to date information..

Continuations will inform the reader that the story is still continuing.

Quotation Marks are essential for quoting sayings.

Authorship gives the ownership of the story or release.

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