Writing%20and%20Using%20Press%20Releases

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Writing and Using Press Releases

• Barbara Gastel, MD, MPH
• Texas AM University
• Health Reporting Workshop for Health
  Professionals and Journalists
• Accra, Ghana, November 2011

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Overview Writing and UsingPress Releases

• Definition
• Advantages
• An example
• Tips for
• Preparing
• Disseminating
• Using
• Discussion putting it into practice

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Press Releases

• Also called news releases
• Newspaper-style stories disseminated to
  journalists (and sometimes others) by groups with
  news or other information they want to convey to
  broader audiences
• Sometimes published as is (especially by smaller
  media)
• Often starting points for stories in the media

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Advantages of News Releasesfor Those Issuing Them

• Can efficiently disseminate information
  simultaneously to many members of the media
• Can help ensure that coverage is accurate
• Can increase the likelihood that desired aspects
  of the subject are emphasized

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Advantages of News Releasesfor Those Receiving
Them

• Make it easy to be aware of potentially
  newsworthy items
• Can be an efficient source of reliable
  information on topics
• Note News releases are sometimes termed
  information subsidies.

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An Example

• Old drugs find new target for treating brain
  tumor, released by University of California, San
  Diego, 18 November 2011
• Identified through EurekAlert! (http//www.eurekal
  ert.org/ )a good source of examples of news
  releases

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Advice Writing a News Release

• Have the release resemble a newspaper story.
• Keep the release relatively short.
• Include an informative headline.
• Provide a release date.
• List one or more contact people.
• Present the main point immediately then provide
  details. (Use inverted pyramid format.)

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Writing a News Release (continued)

• If you are trying to promote your institution,
  mention it early (and perhaps repeatedly) in the
  article.
• Remember to include the 5 Ws and an H.
• Include some quotes. Ideally, place at least one
  of them early in the release.
• Write the release in simple, readable language.
• Do not exaggerate.

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Writing a News Release (cont)

• Consider providing (or offering access to)
• Photos
• Other graphics
• Video clips
• Audio clips

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Disseminating a News Release

• Issue a news release only if the subject seems
  truly newsworthy.
• Try to schedule the release for a time when
  little else is happening in the news.
• Make the news release available through
  reporters preferred channels (for example, by
  e-mail and online).
• (more)

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Disseminating Releases (cont)

• Consider posting the news release on both your
  website and one or more central sites used by
  reporters.
• Perhaps alert reporters who seem especially
  likely to be interested.
• Make sure that the contact person(s) and others
  whom reporters might well want to contact are
  available.
• Monitor use of the release.

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Using News ReleasesGuidance for Reporters

• Regularly check websites that often contain news
  releases of interest.
• Sign up for media lists of institutions often
  issuing news releases of interest.
• Double-check information from news releases.
• Dont base all stories on news releases. Also
  show initiative in coming up with story ideas.
  (Not everything important has a release.)

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Using News Releases (cont)

• In general, use news releases only as starting
  points.
• Consider what is missingand obtain it. For
  example, provide broader context.
• If the news release is based on a journal
  article, obtain and read the journal article.
• Do interviews, including with outside experts.
• Consider using news releases as starting points
  for stories on broader topics or trends.

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Discussion Putting It Into Practice

• General questions, comments, and suggestions
• Your experience writing or using news releases
  suggestions based on that experience
• Things you might do differently in the future

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Thank you!