Guest Post by Joyce Lofstrom, MS, APR
For me, writing a news release is part of my regular routine, as a public relations professional, technical communicator and a volunteer. The news release represents a basic, but evolving, communication vehicle that, as the title of my webinar implies … gets the news out.
On 30 March at 1 PM EDT (GMT-4), I will present “Getting the News Out—Writing News Releases” [click for more information or to register] to provide a step-by-step look at putting the news of your organization in a news release format. Why is this skill important to a technical communicator?
No matter what position any technical communicator might hold, providing accurate information to the designated audience is basic to the overall assignment. So it goes with a news release, a communication vehicle that typically answers the 5Ws and How: Who, What, Where, When, Why, and How. With the advent of social media and 24/7 news cycle, much has been written about the demise of the news release. However, this form of communication still offers information that the media and the public need, and want, to know.
According to a February 24, 2010 news release from the Newspaper Association of America, a survey conducted by that association found that 57 of respondents stated that “newspaper Web sites continue to be the most used and valued sites for consumers seeking credible and trustworthy local content.” The survey also found that this percentage grows for upper income households at 63 percent and college educated consumers at 60 percent.
Notice the emphasis on local news and content … and on the online format versus a print publication. Yet, consumers still want and look for news … be it a local announcement of a Society for Technical Communication conference or information on research or new products. That’s where the expanded role of the technical communicator comes in … as a professional who can help get the news out with a news release.
In this webinar, I will cover:
- What Is News
- What Do the Media Want
- News Release Basics
- Writing the News Release
- Writing the Boilerplate
- Writing the Subject/Headline
- Points to Remember
I will also provide attendees with a news release template and some basic tips on writing a news release, resources that simplify this effort and expand the expertise of a technical communicator.
I have worked in the public relations industry in food, nutrition, and health public relations for more than 25 years. Early in my career, I was a newspaper food editor, restaurant critic, and features writer. As a newer member of STC (in the last two years) I see the strong connection between public relations and technical communication. It is with that integration in mind that I offer this webinar to you.
I hope you will join me. You can reach me as well at joycelofstrom@gmail.com or at +1 (312) 804-6439.
Sign up here for Getting the News Out—Writing News Releases.