CRD Welcome Package

Corporate Relations Department

Procedures Manual

NEWS RELEASES

1.0 GUIDELINES FOR WRITING NEWS RELEASES A news release is an information memo to a news editor. Just as a memo should be short and to the point, so too should be a news release. Basic components of a release are:

1) The name of the Organisation – this tells the source of the release and gives credibility to the information.

2) Contact name and numbers – A media day is 24 hours. News can happen at any time. Journalists need to contact you as necessary.

3) A headline – a capsule phrase, summing up the essence of the release. (6-8 Words)

4) A date – the date on which you are issuing the release. Repeat the date in the release instead of using “today”.

5) An ending – Editors, copy readers and reporters look for “—30—“ or “-END-”, to say that the release is ended.

6) 7)

Go easy on the length – One and one half pages, double-spaced. Over that, do more than one release, each one dealing with a specific topic or send a fact sheet with the release.

8)

Write clearly – keep it SIMPLE and SHORT. Use everyday words.

9) Remember the pyramid - The inverted pyramid is used for news releases - important information first.

10) Attribute the news to a person - Announcements from individuals are more creditable than from companies .

11) Adjectives are dangerous – avoid superlatives since claims may not be defensible. Present the facts. Superlatives are for advertisements, not releases.

12) Spell out large figures – small numbers are easy to read. Spell out large numbers, to ensure accuracy.

13) Avoid the fluff pitfall – cut out unnecessary words and make everything as simple as possible.

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