Tue, 28 May 2002 -- Media Matters No. 8:
When and why should I use a news release?

A news release is an opportunity to bring attention to and frame an issue from your organization's point of view. It's a way to highlight a specific issue, and provide information about that issue, in a controlled way. A news statement is a different kind of news release: it's a specific statement from your organization responding to a current issue.

Organizations issue statements to respond specifically to issues in the news: for example, to respond to the governor cutting a program; to provide your organization's response to a hot topic that's in the news. For example, if your project carries out employment studies about the job market and people with disabilities, a statement in response to cuts in job training programs might be appropriate.

Most of the time, though, what's called for is not a statement but a news release.

Issue a news release . . .

• when you release a new study
• to present new research findings
• when your project is awarded a large grant or a prestigious prize
• to provide information or perspective on a topic currently in the news and about which your project is an expert

A news release must present new information -- or old information in a new way. Be careful not to issue a release for everything that happens. If the media see your releases time and time again, they lose they're freshness and are less likely to be taken seriously, kind of like the boy who cried wolf. However, stay on top of your issues and make your presence known to media. Once they get to know you as a valuable expert, your releases will quickly reach the top of the pile on a reporter's desk.

Although a good reporter will never use a news release verbatim, keep in mind that a reporter SHOULD be able to write his or her entire article using just your release. That means it should have all the information needed for the story. Remember the 5Ws: Who, What, When, Where, and Why. Your news release must answer all 5.

Imagine reading a newspaper article about the topic you are addressing: á How would you like it to be written? á What would you say about the issue? á What are the key points you want to get across to readers?

Media will use only things that they genuinely perceive to be real "news." Therefore, you must make your material as newsworthy as you possibly can. (See Media Matters No. 2, ""Understanding the Reporter's Mindset.")

In our next Media Matters: The Nuts and Bolts of Crafting a News Release

More Media Matters