Contents
- What is a post-release?
- Structure of a post-release
- Rules for writing a post-release
- How and where to send a post-release
What is a post-release?
A post-release is an informational message for the media, intended to cover events that have already occurred. It relates to the operational news genre, where the key factor is the speed of information dissemination. An effective post-release should be sent to the media no later than two days after the event. This allows journalists who attended the event to focus on significant details, and those who could not attend to have the opportunity to write about the event.
It is important to note that a post-release is often confused with a press release; however, there is a fundamental difference between them. A press release is prepared before the event, while a post-release reflects events that have already taken place. The main task of a post-release is to expand media coverage of the event by providing journalists with a reason to write an article.
A post-release can also pertain to events in the online environment, such as updates that significantly improved user experience in a company.
Structure of a post-release
Traditionally, a post-release includes several key elements:
- Headline: This is an important part that reflects the main idea of the post-release. It should be informative and concise so that the journalist immediately understands the essence of the message.
- Introductory paragraph (lead): This is a brief summary of the post-release, where the main idea is formulated in a few sentences.
- Main part: Here, the event is described in detail, interesting facts, figures, and comments from participants are provided.
- Contact information: At the end of the post-release, contact details of a person ready to provide additional information should be included.
- Photos: It is recommended to attach photos from the event that will help visualize the event and increase trust in the information.
Journalists often do not have time to read each post-release in detail, so the headline and introductory paragraph should be appealing and informative. Using the "inverted pyramid" principle allows the most important information to be highlighted at the beginning of the text, increasing the likelihood of interest from the media.
Rules for writing a post-release
When writing a post-release, several important rules should be considered:
- Objectivity: The text should be impartial and not contain personal judgments. Its purpose is to inform, not to shape opinion.
- Conciseness and clarity: The post-release should be concise and informative. It is better to avoid complex sentences and excessive phrases to ease the perception of information.
- Minimum embellishments: Artistic means should be used cautiously so as not to distract from the main information.
- No abbreviations: When abbreviations are first mentioned, they should be spelled out to avoid misunderstandings.
- Optimal length: A post-release usually consists of 1000 to 2500 characters, which corresponds to one page of text. It is important to consider the editorial standards of specific publications.
How and where to send a post-release
After completing the writing of the post-release, it should be sent to the media. Initially, it is recommended to offer the material to one publication on an exclusive basis, and then to carry out mass distribution. A key point is the selection of appropriate media, as not every publication may be interested in a particular topic.
Contact information for journalists can usually be found on the official pages of editorial boards. The rule of first contact with the target media plays an important role—if your goal is broad coverage, it is advisable to offer the post-release to news agencies. If the focus is on a narrow audience, priority should be given to specialized publications.
Do not forget about the cover letter when sending the post-release, in which you should briefly introduce yourself and explain what material you are offering. After the publication of the post-release, there are three possible outcomes: it may be published without changes, edited, or rejected. In case of rejection, it is advisable to contact the editorial office for feedback and to establish contact.