Need a News Release
News releases are the primary vehicle for informing the public through the media of upcoming events, achievements or activities of the Angelo State University community. The goal of the news release is not only to inform the public but also to provide the information in a format that conforms to established media styles. In essence, the Communications and Marketing Office attempts to serve not only the campus and the public but also the news media.
Requesting a News ReleaseTo request a news release, contact the Communications and Marketing Office with the information outlined below. Provide the information in electronic form, either by e-mail or on disk, so the office does not have to re-key the information. This saves time and reduces the chance of errors in the re-typing.
After the information has been put in the appropriate news style, you will be sent a copy of the release for review before the information is distributed to the media. The more lead time you can provide the Communications and Marketing Office, the better you will serve your department's needs. This allows us to work your job in with others and still provide the information to the media in a timely fashion. As the Communications and Marketing Office prefers to distribute releases of upcoming events approximately a week in advance, you should provide complete information ten days to two weeks in advance. This lead time helps ensure adequate time for the production and approval process.
While Communications and Marketing will extend you this review courtesy, media will not. Though the Communications and Marketing Office can control what leaves the office, it cannot guarantee how or when the materials will appear in print or be aired by the broadcast media.
Most faculty or staff needs for news releases will fall into one of two categories: advances or news stories, including hometowners. A third category of news release is the feature story.
AdvancesAdvances are done in advance - thus the name - of upcoming events or activities. These activities can be speakers, performances, meetings, banquets, homecoming or other events. As a general rule, the event must be open to the campus or local community to merit an advance.
The broader the perceived audience for the event, the greater the lead time necessary to produce and to distribute an advance. Generally, ten days notice to the Communications and Marketing Office is adequate for local distribution. Additional lead time is necessary for broader distribution among Concho Valley media, many of which are weekly newspapers, or among state media, such as magazines which may require advance notice of three months or longer.
Advances should include what is known in the vernacular of journalism as the “who, what, when, where, why and how.” This information would include the following:
- Description of the event
- Date and time
- Location
- Sponsors
- Cost of admission, if any
- Program participants
- Biographical information
- Background or brief history of the event
The more information that you can provide, the stronger the finished advance and the better the chance that the media will use it.
News StoriesNews stories are usually done after an event and provide details of the event. The concept is that news was made at the event. Of course, the news can have narrow or broad interest, depending upon the occasion. Common news stories in a university setting might include reports of awards, scholarships, presentations, speeches, meetings and similar events.
News stories will include many - but not all - of the same elements as in an advance. These would include:
- Description of the event
- Date and location
- Sponsors
- Honorees
- Biographical information
- Background or brief history of the event
In the cases where students are recognized, news stories are sent to their hometowns. This makes parents proud and provides good public relations for the university. Requests for news stories involving students should include the following information:
- Student's name
- Classification
- Major
- Hometown
- Background on award, honor or scholarship
Where possible, the names and addresses of the student's parents should also be provided. It is best to get this information direct from the student so that his or her preferences are taken into account in listing parents, particularly in cases where parents live separately or have re-married. It is the responsibility of the department requesting the hometowner to provide this information.
Feature StoriesA third common type of news release, the feature story, may be developed at the discretion of the Communications and Marketing Office. Feature stories are generally longer than advances or news stories and provide greater detail and depth, for example, about an individual, a research project, a trend or a different perspective on a current event.
The Communications and Marketing Office is always receptive to feature ideas about interesting research, unusual activities, interesting personalities, etc. Although the office does not have the manpower to develop all ideas into features, the office can convey those ideas to the media for possible use.
Embargoed ReleasesThe media do not have the personnel to cover every event or activity of the university. Generally, the coverage timeliness - that is the time between the event and the publication or airing of the news itself - is not critical. In cases where timeliness is critical but the media may not be able to cover the event, the Communications and Marketing Office can work with departments to do a news story that can be “embargoed.”
By practice, an “embargoed” news release is one that is not to be released until a certain specified time. If the outcome of the event, such as an awards banquet, is known in advance, the Communications and Marketing Office can put together a news story as if the event has already concluded and distribute it to the media. Generally, the media respect an embargo.
AssistanceFor help in accommodating your news release needs, contact the Communications and Marketing Office at 942-2248.