What Makes for a Good News Release?

SUNY Niagara’s uniqueness as an institution, community resource, cultural center, commercial partner and government entity generates a lot of activity. We host countless events and hundreds if not thousands of guests every year. There are lots of avenues for promoting the goings on here, and least well understood among these probably is the news release.

A news release is just a formal communication to the press aimed at gaining free publicity for what will happen or has happened. This seems straightforward enough.

However, there’s more to an effective news release than meets the eye. With that in mind, here are some things to think about when considering an idea for a news release.

1. Say why your subject matter is interesting. Newspapers, TV affiliates and radio stations don’t work for the college. They exist to serve their readers, viewers and listeners. What’s in it for them?
2. Include the “Five Ws.” Who? What? Where? When? Why?
3. What’s the hook? Identify a unique element that distinguishes the subject matter from routine activities.
4. Participate as a source. Share a quote that speaks to the hook and/or one or more of the “Five Ws.” Try to accommodate interview requests. News outlets have tight deadlines. Reporters often can’t work around our schedules, nor do they need to.
5. A picture is worth 1,000 words. Imagery gives a news release another dimension. Even a portrait of a quoted source can help place a story. However, image files are notoriously technical assets. The Public Relations office can coach you through what will work and what won’t.

The Public Relations office does not offer news release development as an on-demand service. Instead, we determine what to elevate as a news release and what not to.

We curate story ideas to avoid being thought of as a junk sender by any editor or assignment editor. People in these roles decide what is newsworthy and how to deploy reporters. They ignore or evaluate and then move to the trash most of the news releases they receive. Sending a them steady stream of news releases that fall short of making a strong case for attention—thus the pointers above—will harm the college’s reputation among media outlets. Spammers have a hard time getting coverage.

Got an idea for a news release? Let’s talk. Email me or call me at ext. 6220.