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News Release Development/Issuance
Taxonomy Code: TP-6700.5200-650
Programs that help nonprofit organizations, small businesses and other groups write effective news releases i.e., brief documents that are used to communicate news (not advertising) to the media. Tasks include determining whether a piece of news is worthy of a news release; developing news releases that look professional (i.e., credible) and are interesting enough to catch the eye, identifying the appropriate audience for the news release (reporters and editors who write about a particular industry or topic), determining the appropriate method of delivery (regular mail, e-mail, fax) and timing the news release to meet the news media's deadlines. News releases may comprise statements that can be used as short news items (e.g., calendar listings, event announcements, service descriptions, research results, endorsements or support for a well-known person), teasers for media events which describe what will be happening and why it will be interesting, or background pieces which are intended to provoke a reporter into researching and writing a story or feature. Included are programs that provide workshops that train participants in effective news release writing and placement techniques and those that write news releases for other organizations for a fee.