In Ronald D. Smith’s, “Becoming a
Public Relations Writer”, Smith provides samples of all the essential documents
a future public relations writer may need to write. This week in class we
studied the art of writing a News Release. Through the samples Smith provides
us with, the samples furthered our knowledge on how to correctly write a news
release.
The three sample news releases have
many similarities, besides all having similar and proper format. They are
similar in content. They all use the tactic “inverted pyramid style”. This is
providing the reader with the most important information in the beginning and
following it with information of lesser importance. In exhibit 8.3 and 8.4 both
present the reader with facts first that set up the entire news release, then
back it up with background information. In exhibit 8.3 and 8.4 the reader knows
exactly what the news release will be about. Exhibit 8.5 does the same, but
instead of beginning it with facts, begins it with a quote of importance that
later facts will back up.
Each exhibit establishes
credibility for the organization or people they are writing about. In exhibit
8.3, they establish that the clinic will be “led by intergalactic motors
training and testing experts”, in
exhibit 8.4, “Springfield banker Eli Holcomb has been elected to his second term as president” and “Holcomb,
vice president of the First Springfield Bank and Trust Co., has been a member of the foundation board
for seven years”, and in exhibit 8.5, “Melvert was one of the five teachers from throughout the state invited
to address the session with the governor”.
In both exhibits 8.3 and 8.5 the
use of quotes in the news release prove to be effective. In exhibit 8.3 the
news release ends with a quote as their boiler point. “We have a responsibility
to make safe cars.” Said Newbauer. “We also want to help train safer drivers,
so highways, streets and country roads are as safe as possible”. This states
Intergalactic Motor’s mission and goal without the writer having to do it, with
the possibility of sounding bias. In exhibit 8.5 quotes take up the majority of
the news release. The quotes used persuade the reader to be on the writer’s
side of urging state policy to support arts education. However, if the PR
writer simply tried to urge the reader it would be viewed as bias. But, in this
case the use of quotes gives the news release a voice outside of the PR writer.
Each exhibit provides a number or
website to go to for further information.