Releases, Media Advisories
Updated 14 August 2015
News releases are
documents that convey information about a company or organization to the
news media in a "ready-to-publish" format. Although some reporters
use the news release as the starting point for a story, others may end
up publishing or broadcasting it verbatim. Either way, the information
provided in the news release must be accurate and timely. Some keys
Always consider the audience and purpose.Your audience here
is not only an editor, but his or her audience.
Fuzzy writing means fuzzy thinking. Get to the point.
Avoid jargon. Use active voice.
Double-space the text of the release. This leaves
room for editors to edit.
Each news release should begin with:
The date the information
should be released. Most times this should read (in all caps)
"FOR IMMEDIATE RELEASE." When asking an editor to hold (embargo)
a release until a specific date or time, there needs to be a good reason
for doing so. A reporter is under no obligation to embargo information
he or she has received without first reaching a prior agreement.
The date the news release
A contact person's name and
telephone number that a reporter can call for more information.
Somewhere, preferably in
bold caps, there should be an indication that the document is a news release.
There should be a headline in
all caps that focuses upon the essential element(s) of the news release.
One line is preferable, although a second line can be used when circumstances
releases must contain news, not embellishments.They are structured
and written like news stories and
A media advisory is
best described as an informal news release. Instead of providing
a narrative that is ready to publish, the media advisory provides reporters
with the basic who, what, where, when, why and how. These are typically
used in announcing an event in which reporters are encouraged to attend.
Although less formal than a news release, a media advisory still requires
accurate and timely information. It also requires the name and telephone
number of a contact person. They are called "media advisories," not "press
advisories." Press advisory is an outdated term that excludes electronic
media, from which more people get their news.
use Associated Press style. Be brief.
are called "news releases," not "press releases."Press release
is an outdated term that excludes
electronic media, from which more people get their news.
A media kit is
a package of materials designed to assist reporters in covering an issue
or event. In addition to news releases and media advisories, media
kits also include background information, biographies, and any pertinent
logistical information.They are called "media kits," not "press kits."
Press kit is an outdated term that excludes electronic media, from which
more people get their news. Media kits are specialized tactical executions
that apply only to journalists. When one send a packet of information
of a non-journalists, it is an information packet, not a media
Marsh provided information used in this section.
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