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Inclusive Engagement Techniques and Approaches

News Releases

What is it?

News releases are concise, one to three-page documents that include essential information about a particular project and are written specifically for use by members of the news media. News releases are a form of “earned media” in which a media outlet reviews the news release and can decide to publish the document verbatim or use it as background or inspiration for their news story.

When to use it

News releases are effective for public outreach and engagement when the purpose is to widely disseminate information to local media outlets’ audiences. Examples of information worth using news releases for are City projects launching, important draft documents available for public comment and Citywide public participation opportunities. Because of news releases’ high visibility, departments that have an assigned Public Information Officer must work with the Communications Department and department management throughout the process.

How to do it

Before

  • Collaborate with the department’s Public Information Officer/Communications Department to determine any newsworthy releases, events or invitations. Consider how a news release could help further public outreach and engagement goals.

During

  • If the Communications Department approves, provide necessary information to help draft the news release.
  • Identify visual elements to help news media tell the story. Every news release should have a photo or image to accompany the information.

After

  • Consider other places that the information in the news release could be shared, such as the department’s newsletter or with community-based organizations who are interested in the topic and may be willing to share with their networks.
  • Consider having a spokesperson available to do interviews and answer follow up questions. The Communications Department can assist with preparing staff for interviews as needed.

Resource considerations

Cost: Minimal

This technique is free, which is why it is considered “earned media.” For paid media, please refer to the Paid Advertising section.

Time: Moderate

News releases are relatively quick to produce, unless the subject matter is overly complex, but they often require sufficient time for management review and approval.

Capacity: Minimal

The Communications Department drafts, coordinates and distributes news releases for Mayoral Departments. A project manager in another department supporting the development of a news release should not have to spend significant additional time since they should already have most required information readily available.

Other considerations

  • Select a release date. The department’s Public Information Officer and department management can select a release date that considers the political and social climate.
  • News releases are not guaranteed to be picked up by media outlets.
    • High-visibility or controversial initiatives are more likely to be shared in the media.

How to make it more inclusive

  • Calls to action, which are messages that encourage community members to take a specific action, within the news release should be reasonable and achievable. Examples of calls to action may include “take this survey” or “attend the upcoming workshop."
  • Include diverse voices within the news release, such as the experts or leaders invited to provide a quote.
  • If contact information is included, include a phone number along with a website or email address. Some community members prefer phone communication or doesn’t have access to email.
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