"A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy." Wiki

5 W’s and 1 H Rule

 Who? Who are the key players — your company, anyone else involved with the product? Who does your news affect/who does it benefit?  What? What is new?  Why? Why is this important news — what does it provide that is different?  Where? Where is this happening/is there a geographical angle/is the location of business relevant?  When? What is the timing of this? Does this add significance?  How? How did this come about? 

 Core message  Who is the target media  Language as per the media  Type of language

 For Immediate Release or Embargo  Give a Title to the release  Use double spacing  How many paragraphs !

 Crisp  Factual tone  Short and concise  No lengthy explanations please !!

First Paragraph Get all the information Second Paragraph Expands on information on the first Gives more details Third Paragraph Provides a quote Fourth Paragraph Signals end

 Use words like :End, For More Information, For Further Details  Do leave your Mobile Number  The more accessible you are the better 

 Goes at the end of the release  Provides information on the company

 Local press (the area in which the company is based)  Specialist press (the company’s sector)  Specialist press(read by the people who will benefit from the news release)  Consumer press(if there is more mainstream benefit)

 National Press (if there is significant impact or change)

 Process of giving the release to the media  Once issued the information in the release is public and can be used by the media  It is important to decide the time, date and day of issuing the release

 Via fax  Meeting personally with a copy of the release  Over – Please PASTE the release in the mail. NO ATTACHMENTS  FOLLOW UP POST DISSEMINATION IS A MUST

 Take high resolution images  Be careful be branding and logo  Think creatively  Take journalists permission before mailing them

 Assess if the story has news value and if a release is appropriate.  Research the target press and media. Review publications to get a feel for the tone and style. Identify deadlines.  Identify the key facts – ask who, what, why, where, when, how?  Draft a template structure for your story.  Decide who should be quoted from your organisation and if third-party quotes would be useful.  Check whether a photo can support the release.

It is what goes from the client to the agency A good PR brief must answer all questions 5 W and 1 H There is no standard format, different organizations follow different templates

 Amul is a leading company in milk and dairy segment with presence across the country. Recently Amul has launched flavored lassi for the chandigarh market. The Lassi priced at Rs 15 will be available in 100 ml bottles. The lassi is available in Mango and Rose flavors.  Players like Mother Dairy, Britannia are already present in Chandigarh with their Lassi range. However none of the existing players sell flavored lassi.  Spokesperson will be Mr A, GM Marketing Amul  Amul flavored lassi’s are not only tasty but they offer health benefits as well. Real rose petals and mango pulp has been used.  The packaging design is in 100 ml plastic bottles, it is convenient and can be used as a ready to go drink. Its easier to store and carry as well. All the other players sell the lassi in pouches which is makes it difficult for the consumers.  The product will be available across Chandigarh market in different kirana stores and Modern retail outlets

A video news release (VNR) is a video segment made to look like a news report, but is instead created by a PR firm, advertising agency, marketing firm, corporation, or government agency. They are provided to television newsrooms to shape public opinion, promote commercial products and services, publicize individuals, or support other interests. News producers may air VNRs, in whole or in part, at their discretion or incorporate them into news reports if they contain information appropriate to a story or of interest to viewers.