Skill Assignment 6: Writing a News Release

Overview

The ability to write a news release is a frontline public relations skill, and one that your client or employer will expect of you. In a PR career, the news release is one of the most important tools in media relations. You can expect to write them on a regular basis.

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The Process

Using the Professional Strategy Triangle and other principles presented in Chapter 12, write a news release based on the scenario below. Pay special attention to “The News Release” on pp. 417-421 of your textbook. Use the model news release from Chapter 12 as your template.

Airline and ride sharing service support LGBT initiatives
Your employer: Bestway Airlines

Bestway Airlines is strongly committed to supporting the Lesbian, Gay, Bisexual, and Transgender (LGBT) community.
This fall, the airline is teaming up with the ride sharing service QuickWheels on a social media campaign to support the Better Together Initiative, a project to foster open discussion of LGBT issues among young people.
For every tweet, Instagram post, or Facebook post tagged with #BetterTogether, the two companies will donate $2 up to a total of $50,000. The money will be used to fund new LGBT community-building initiatives in targeted communities.
Quote from said Tiarra Linfield, executive director of the Better Together Initiative: “We are so honored to be partnering with Bestway Airlines and QuickWheels on this project. Progressive corporations like these are helping to create a better world for LGBT young people by fostering a welcoming environment for open discussion about their community.”
In addition, travelers who enter a city-specific promotion code into the QuickWheels app and ride with QuickWheels from Sept 1 through Dec. 6 in the following seven cities will be entered to win round-trip flights to anywhere Bestway Airlines flies on these dates.
New York (Sept. 1-8)
San Francisco (Sept. 15-22)
Miami, Florida (Oct. 1-8)
Austin, Texas (Oct. 15-22)
Seattle (Nov. 1-8)
Minneapolis, Minn. (Nov. 15-22)
Portland, Oregon (Nov. 29-Dec. 6)
Travelers can learn more about this promotion and locate special promotional codes at www.bettertogether.org
Quote from Ron Fillman general manager for QuickWheels: “The world becomes a better and more connected place when we celebrate our differences people of all kinds feel that they are welcome and supported. We are thrilled to join Bestway Airlines and the Better Together Initiative in sending a powerful message of hope and support to the entire LGBT community in cities across the United States.”
Bestway Airlines and QuickWheels employees will represent their companies at LGBT pride parades and events in the above seven cities throughout this year.
Earlier this year, Bestway Airlines earned a score of 98 percent Equality Index, a national measure of LGBT workplace equality. The index is administered by the Humanity Foundation. Bestway has scored at least a 97 percent for the past six years in a row.
Boilerplate statement: Bestway Airlines is a subsidiary of Frampton Air Consortium. Partnering with regional airlines, Bestway serves more than 90 cities through its network across the United States, Canada, Bermuda, and Mexico. Bestway Airlines has earned “Top in Customer Retention among U.S.-Based Airlines” rankings in the Rothschild Report for the past eight years.
For reservations, visit www.bestwayairlines.com. For more news and information, visit the Bestway Airlines newsroom at www.bestwayair.com/newsroom.
Notes
Write your news release using the inverted pyramid story structure. You will need to read through the facts, re-order them as necessary, and decide which ones to stress. Do not simply string the facts together.
Work from the information provided, but do not use the exact wording in the release. It is your job to rewrite the information so that it reads better than the facts provided below.
At the top of your pitch, briefly describe the type of journalist you would contact for this story and explain your thinking.
Skill Assignment Requirements
One to two pages
According to Chapter 12 Model News Release Template
5 point penalty for formatting errors

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