PRESS RELEASES and NEWS RELEASES -- An Overview

Dear Readers:

This brief article follows for your general information.

A news release, press release or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, it is mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press-release distribution services are also used to distribute news releases. Sometimes news releases are sent for the purpose of announcing news conferences. A press release is different from a news article. A news article is a compilation of facts developed by journalists published in the news media, whereas a press release is designed to be sent to journalists in order to encourage them to develop articles on the subject. A press release is generally biased towards the objectives of the author. The use of news releases is common in the field of public relations, the aim of which is to attract favorable media attention to the PR firm's client, and publicity, the aim of which is to attract favorable media attention for products marketed by the clients. While there are several types of press releases (such as general news releases, event releases, product press releases, and more recently social media press releases), press releases very often have several traits of their structure in common. This helps journalists separate press releases from other PR communication methods, such as pitch letters or media advisories. Some of these common structural elements include: Headline - used to grab the attention of journalists and briefly summarize the news. Dateline - contains the release date and usually the originating city of the press release. Introduction - first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why. Body - further explanation, statistics, background, or other details relevant to the news. Boilerplate - generally a short "about" section, providing independent background on the issuing company, organization, or individual. Close - in North America, traditionally the symbol "-30-" appears after the boilerplate or body and before the media contact information, indicating to media that the release is ending. A more modern equivalent has been the "###" symbol. In other countries, other means of indicating the end of the release may be used, such as the text "ends". Media Contact Information - name, phone number, email address, mailing address, or other contact information for the PR or other media contact person.

FOR A SAMPLE OF A PRESS RELEASE/ NEWS RELEASE FORMAT, click on http://www.mediafire.com/?mzm54xzwznj to view a download which contains all of the basic elements.

A release is the most efficient means of reaching the largest potential audience with any information. In terms of cost per thousand (CPM) prospective viewers, it is also the most inexpensive. Smaller, less-established firms are often unaware of this, and tend to be intimidated by press campaigns. Sadly, they miss out on the extraordinary benefits of gaining exposure in both the print and e-media forums. For example: A single newswire service may distribute releases to 10,000 publications, each with an average readership of 10,000 persons or businesses (a total potential exposure of 100,000,000 readers!). If a mere 2% of the media were to "pick up" your release, that would represent exposure of your information to 2,000,000 readers!...The qualitative factors which will impact the effectiveness of a release include: the headline and subheader; the market selected (geographically and in terms of subject focus); the editorial quality and newsworthiness of the submission; the incorporation of hyperlinks (where permitted) into the text body of the release; and the keywords "implanted" into the release, especially for the purposes of elevating the client company's search engine rankings and positioning.

Stay in touch...THE NATIONAL NETWORKER will be offering an assortment of Press Release packages for the benefit of expanding your networking circle, augmenting your credibility, building your brand, increasing your search engine visibility and strengthening your Relationship Capital.

You've read this article. The next step would be to get your free subscription to THE NATIONAL NETWORKER e-Newsletter ( if you don't already have one, there are links and buttons for that purpose right on this page). The second step would be to become a Member of THE NATIONAL NETWORKER in order to receive access to these fabulously powerful tools at incredibly affordable prices (there is a Membership Button on this page as well). The third step -- start planning your media strategy, and incorporate Press Releases and News Releases into your plans.

Faithfully,

Douglas Castle

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