GUIDELINES TO NEWS RELEASES

News releases are produced by government agencies, companies and non-profit organizations to inform the public about activities that will ideally improve the firm’s image. 

To do this, public relations firms and departments send news releases to news organizations that clearly and concisely inform journalists about the client’s or institution’s activities.

The news release follows these rules:

• It follows newspaper style to make the journalist’s job easier: Five w's, lead, quotes, inverted pyramid
  • It is tight and short
  • The lead is compelling
• It lacks b.s. (exaggeration or non-essential information)
• It includes a compelling headline
• It emphasizes how it will affect the public and therefore be newsworthy
• Well-edited material is preferred by journalists
  • Proofread
• Lacks industry/organizational terminology unknown to the journalist or public

The news release contains these parts:

• Release date.  This informs the media about when the information is to be made public. 
• FOR IMMEDIATE RELEASE
• FOR RELEASE TUESDAY OCTOBER 27
• Date of publication
• April 10, 2007
• Contact information for writer (name, phone and email)
• Short headline—10 words or fewer—in bold type
• A news-style lead and second graph that builds on lead
• Quotes from relevant individual
• Final paragraph provides basic information about the organization
• End of text is marked by centered ### or --O--

Our example to be written today is a PG&E news release.  To view examples of actual PG&E releases, go to http://www.pgecorp.com/news/press_releases/

TODAY'S ASSIGNMENT

You are a PR professional at PG&E and are delivered this assignment from your boss, Elliot MacDaniels. In this class period write a short (300-450 word) news release following the above guidelines. Remember to follow basic media writing guidelines to ensure that it is considered by news outlets for a story. Do not replicate verbatim the words written by MacDaniels -- you will be penalized for doing so.

Pacific Gas & Electric
350 Selma
Chico, CA 95927

To: Public Information Department
From: Elliot MacDaniels, President
RE:  New Power Lines, rate increase

A rate increase for power will go into affect on December 1st. We need to get the public ready for it.  Please prepare a press release for the Enterprise-Record. I'm sure you will be getting some calls from reporters.

Here are the facts:

• We're putting in forty-eight miles of new power lines in Butte County, primarily on the Southeast side of Chico.
• These lines are replacing old lines--lines that caused problems with power outages. The new lines will improve service, especially in the Southeast side of Chico.
• The average bill will go up about three dollars a month--residential service only.
• The cost for replacing the lines is about three million dollars. Part of that increase is to buy and plant fifty trees; replacing that number of trees that will be removed when we put in the new lines.
• This is the first time we've had a rate increase in 2 years.
• It will take about 3 months to put in the new lines.
• Work on the new lines will start on Mar. 5th.
• We don't think there should be any power interruption in electrical service during the construction.
• Customers could keep their bills down by practicing energy conservation. 

Here are some possible quotes from me (McDaniels):

• "We know customers will be pleased by the improvements in service they will be getting with the new power lines."
• "Chico residents value the environment. We're helping to maintain our reputation as a city of trees by planting new ones to replace any that have to be removed during construction.”