Writing from Press Releases

1
Writing from Press Releases

• New Reporting and Writing Workshop (JMSC0002B)
• 18 March, 2002

2
Press Releases ???

• The sources (government, companies, PR
  professionals) are fighting for your attention.
• For Immediate Release or Embargoed until
• Spin Doctors

3
You should

• Satisfy the readers hunger for information
• Hard
• Specific
• Significant
• Words that are not anchored to information may
  be brightly colored balloons, but they float off
  the page.

4
Background Information

• FAQ -- Frequently Asked Questions
• Website simulating an online news conference.
• When in doubt, clarify with the PR officer.
• Checking additional sources

5
Make the reader understand

• Clarity is number one.
• Put the story into context
• How the story relates to what has come before or
  will come after.
• The reader should know if the story is an
  isolated incident or part of a trend.

6
Speak to a reader

• The readers should have the impression that you
  are speaking directly to him/her.
• Use simple, direct sentences.

7
Relax

• Be earnest, but not deadly serious.
• Press releases rarely give life-or-death kind of
  information.