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2. lack of timeliness 3.роог news writing 4. too long 5. too commercial 6. sneaking company names into seemingly incon spicuous places 7. gearing releases more to influence editors than actually to provide material for the news columns WRITING THE PRESS RELEASE First, make sure you really have something to tell. Second, tell it clear and simple. A. A Press release should embody only the facts essential to the news of the story. The editor will determine whether additional information is needed. A well constructed release should answer these six questions: 1 what is happening 2. who is involved in it 3. when is it taking place 4. where is it taking place 5. how is it being done 6. why B. A release should incorporate all salient facts in the very first paragraph, in clear and simple language. Once the press person compressed the gist of the story in the first paragraph the balance of your release can add other relevant details. How much detail you should include or logically expect to see in print is a matter of perspective. If your press release is being considered it may never appear in print in the form in which it was originally sent, but if your writing shows some awareness of the newspaper’s style and needs, your chances of being read and accepted are greatly improved. Before the press person attempts to write a release, it would do well to study the style and e-a-presentation of news stories in the section of the papers she wants to reach. This does not mean copying their style but it means being aware of it. C. What goes into the press Release 1. name of organization 2. address of organization 3. phone of organization 4. name of person responsible for the release and her phone УСМІХНИСЯ Важке питання Один хлопчик розповідав своїй мамі: — Сьогодні вчителька в школі поставила нам дуже важке питання. — Яке ж то було питання? — спитала мама. — Учителька запитала, хто з нас розбив у клясі шибку. 5. date release is sent out 6. requested release date. 7 story D. What the press release should look like 1. a release must always be typed, never hand written. 2. it should appear double spaced on a standard 6 1 /2x11 sheet of paper on one side of the sheet only. 3. margins should allow plenty of editing room, about an inch and a half on each side. 4. never send carbon copies, send original if you have few releases or if it is being sent out in large numbers have it mimeographed. 5. few releases need to be longer than two pages. E. Release date A requested release dare helps to assure your story of coverage. A specific release date also allows an editor time to assign a reporter. Label your release FOR MP morning paper FOR AP afternoon or evening paper FOR IMMEDIATE RELEASE if the story is urgent and timely F. Headlines The most important point to remember about writing headlines on n ews releases is DON'T. Newspaper headlines are graded in size and are constructed according to the size and kind of type used. More over editors and reporters do not write headlines. G. Releases may be sent to newspapers by messenger or through mails, which you use depends on the importance and timeliness of your story. H. Timing 1. Call the newspapers and find out their deadlines and abide by them. A release sent out too early in ad vance may be filed and never used or a release sent out past the deadline will never be considered. 2. Regardless to what editor or department your release is sent be sure that at least one copy goes to the desk of the city editor and mark both releases with a notation to that effect. I. Except for major events or stories do not follow up your press release with a phone call, it will be futile. To be Continued
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