Preparing/Distributing a News Release          
           
Steps Check if used Time (est.) Hourly Rate Estimate Person Assigned
Initial client alert          
Determine if subject fits client's business objective          
Determine if subject fits communications objective          
Determine if newsworthy subject.          
Research topic and target audiences.          
Detail target audiences          
…End users, customers, influencers          
…Media reaching target audiences          
…Client sign-off on target audiences.          
Write detailed outline of release focused to target audiences          
Client review of outline          
Revise          
Client signoff of outline          
Write release draft focused to target audiences          
Edit release draft (Must be different person from writer)          
…Headline (Does it sell story to target audiences?)          
…Lead (Accurate? Compelling?)          
…Facts (correct, timely, relevant to target audiences?)          
…Style. (Simple, declarative, understandable to target audiences)          
…Spell/grammar check          
Client review of release draft          
Revise/edit release draft          
Client approval of release          
Format and replicate release (Detail number to be produced)          
Prepare visuals (see Artwork/Photos/AV/Digital)          
Distribute Release/Visuals          
...Research media list. (See Media List Research)          
...Generate labels/letters/e-mail/faxes/newswire          
...Mail/transmit release          
Phone call follow-up to reporters          
Book/confirm interviews and report date, time, place          
Prepare spokesperson (see Spokesperson Preparation)          
Collect/report results of clips, video, transcripts (see Results)          
SUBTOTAL          
Contingency (15%)          
TOTAL          
           
Out of Pocket Expenses   No. Unit Cost Total  
Telephone/fax          
Reproduction          
Travel          
Wire Service          
Network charge          
Research service          
Other (name)          
SUBTOTAL          
Contingency (15%)          
TOTAL          
GRAND TOTAL TIME AND OOP          
Client initials._________ Initials of person assigned_________