The following email with the accompanying news release was sent to the media. What is wrong and/or right about the email and the news release? Explain your answers.
The first thing I noticed with the email is that the subject line did not do a good job at catching the reader’s attention. The first issue with the news release is that it says “For Immediate Release” which, according to the text, is not necessary when we live in a digital world. The news release was also missing a subheading and a dateline. A large issue I found with the news release is that it seemed like a news release, backgrounder and fact sheet all in one. The news release had a lot of information that someone short on time may not want to look at and read. I think it would have been beneficial for the PR professional to write this in an inverted pyramid format, with the most important information at the top. Instead this news release was written with the most important information at the bottom of the second page. This news release also did not include the contact information at the end, which would be important for someone in the media wanting to learn more about the event.
I do feel it was good for the PR professional to try to get the media to cover the story, given it was rather timely and newsworthy. I thought for the most part the lead paragraph was effective at trying to grab the reader’s attention. Overall I feel that the document the news release was sent in has a lot of good information, however it should have been broken up into different components of a media kit.