The Delta Media P.R. Clinic

Association improves its news releases:
Editors and producers respond with expanded coverage

By Bernard Gauthier, MA

The news release is perhaps the most important media document your association will publish. A great release can generate coverage for a small story and, more importantly, a weak release can keep your big news hidden from editors and producers. Great news releases have four essential ingredients:

1. An action-based headline
   Make sure your headline describes your organization taking a specific, newsworthy action. A release is ultimately about someone doing something newsworthy and you need to convey both aspects right off the top. Be sure to keep the headline short and in an active voice to attract maximum attention. “Yankee Doodle went to town” works as a headline. “Local jurisdiction visited by disheveled American horseman” does not.
2. A powerful sub-head
   A sub-head is a short statement that follows your headline and that serves to highlight the most newsworthy aspect of your release. This is where superlatives (i.e. first, latest, most important) play a key role. It’s also where you can stress how the news you are announcing will have an impact on the media outlet’s audience. Imagine the editor reading your headline and asking “So what?” The sub-head is the very best time to answer the question. “Largest parade ever greets decorated war hero” is a good way to support your argument that Yankee Doodle’s visit is newsworthy.
3. A complete and concise lead
   The first sentence of the release may well be the last thing the producer reads before deciding whether or not to assign the story to a reporter. That’s why the lead should answer the fundamental reporting questions as concisely as possible: (1) Who did (2) what, (3) where, (4) when and, of course, (5) why. Depending on the news, you may find that the question of location is not as important as a statement of how the action will be done or how much it will cost.
4. A memorable quote
   Follow the first paragraph of your release with a quote from your spokesperson that states a definitive position on the news your organization is announcing. Let the world know whether your organization is delighted, disappointed, deeply concerned or more optimistic than ever. Be sure to express an unequivocal opinion or emotion and, do so using language the audience will readily understand. A quote that describes the speech given by Yankee Doodle as “somewhat timorous and pedantic” won’t do much to generate interview requests. Stating that you are “deeply disappointed that Doodle does not have the courage to take a stand on this issue” might get the phone to ring.

When you can place all four essential ingredients into the top third of your release, you are giving yourself the very best chance of standing out in the constant flow of media releases that crowds the newswires and media in-boxes of the nation. If your association’s news is indeed newsworthy, the coverage you deserve will likely follow.

Bernard Gauthier, MA (Bernard@deltamedia.ca) is Managing Partner of Delta Media. To consult past editions of the PR Clinic or to suggest topics for future columns, please visit the tools section of www.deltamedia.ca.

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