COMM 3445 Lecture 9: Press Releases 10-09-18

• School: Northeastern University
• Department: Communication Studies
• Course: COMM 3445
• Professor: John Guilfoil

Document Summary

Press releases today are being reworked and published by news organizations. Copying and pasting of press releases by reporters is common practice. Good, sharp writing, combined with smart placement is key. Know what to write, know who to send it to, and write for the audience. A press release is a specifically formatted document containing information that a public relations practitioner wishes to give to the news media and the general public. Pr practitioners do not want their names on bylines because it lowers credibility. Image of some kind or a client logo - outlets need images. Name of the client and client"s metadata. Sender"s/client"s name on the upper left hand side. Need to get reader"s attention (news reporter) quickly. Pr leads are as important as news leads. Summary lead - most common, paragraph style with all of the answers. Single sentence lead - less common, one sentence. Often, pr people write quotes for their clients.