PRESS RELEASE
PRESS RELEASE
"A press release, news release, media release,
press statement or video release is a written or
recorded communication directed at members of
the news media for the purpose of announcing
something newsworthy." Wiki
WRITING A PRESS RELEASE
5 W’s and 1 H Rule
WRITING A PRESS RELEASE
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Who? Who are the key players — your company, anyone else involved with the
product? Who does your news affect/who does it benefit?
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What? What is new?
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Why? Why is this important news — what does it provide that is different?
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Where? Where is this happening/is there a geographical angle/is the location
of business relevant?
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When? What is the timing of this? Does this add significance?
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How? How did this come about?
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FOCUS OF THE RELEASE
Core message
 Who is the target media
 Language as per the media
 Type of language

STRUCTURE OF A RELEASE

For Immediate Release or Embargo

Give a Title to the release

Use double spacing

How many paragraphs !
WRITING STYLE

Crisp

Factual tone

Short and concise

No lengthy explanations please !!
STRUCTURE OF THE RELEASE
• Get all the information
First
Paragraph
Second
Paragraph
• Expands on information on the first
• Gives more details
• Provides a quote
Third
Paragraph
Fourth
Paragraph
• Signals end
ENDING A PRESS RELEASE

Use words like :End, For More Information, For
Further Details

Do leave your Mobile Number

The more accessible you are the better

BOILERPLATE

Goes at the end of the release

Provides information on the company
IDENTIFYING THE RIGHT TARGET MEDIA

Local press (the area in which the company is
based)

Specialist press (the company’s sector)
Specialist press(read by the people who will
benefit from the news release)
 Consumer press(if there is more mainstream
benefit)


National Press (if there is significant impact or
change)
PRESS RELEASE DISSEMINATION / ISSUING THE
RELEASE

Process of giving the release to the media

Once issued the information in the release is
public and can be used by the media

It is important to decide the time, date and day
of issuing the release
HOW TO ISSUE THE PRESS RELEASE

Via fax

Meeting personally with a copy of the release

Over Email – Please PASTE the release in the
mail. NO ATTACHMENTS

FOLLOW UP POST DISSEMINATION IS A MUST
PHOTO WITH THE RELEASE

Take high resolution images

Be careful be branding and logo

Think creatively

Take journalists permission before mailing
them
PRESS RELEASE CHECKLIST
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Assess if the story has news value and if a release is
appropriate.
Research the target press and media. Review publications to
get a feel for the tone and style. Identify deadlines.
Identify the key facts – ask who, what, why, where, when, how?
Draft a template structure for your story.
Decide who should be quoted from your organisation and if
third-party quotes would be useful.
Check whether a photo can support the release.
PR BRIEF
It is what goes from the client to the agency
A good PR brief must answer all questions 5 W
and 1 H
There is no standard format, different
organizations follow different templates
BRIEF
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Amul is a leading company in milk and dairy segment with presence across the
country. Recently Amul has launched flavored lassi for the chandigarh market. The
Lassi priced at Rs 15 will be available in 100 ml bottles. The lassi is available in
Mango and Rose flavors.
Players like Mother Dairy, Britannia are already present in Chandigarh with their
Lassi range. However none of the existing players sell flavored lassi.
Spokesperson will be Mr A, GM Marketing Amul
Amul flavored lassi’s are not only tasty but they offer health benefits as well. Real
rose petals and mango pulp has been used.
The packaging design is in 100 ml plastic bottles, it is convenient and can be used
as a ready to go drink. Its easier to store and carry as well. All the other players sell
the lassi in pouches which is makes it difficult for the consumers.
The product will be available across Chandigarh market in different kirana stores and
Modern retail outlets
VIDEO NEWS RELEASE
A video news release (VNR) is a video segment made to look like a news
report, but is instead created by a PR firm, advertising
agency, marketing firm, corporation, or government agency. They are
provided to television newsrooms to shape public opinion, promote
commercial products and services, publicize individuals, or support other
interests. News producers may air VNRs, in whole or in part, at their
discretion or incorporate them into news reports if they contain information
appropriate to a story or of interest to viewers.