PR Newswire Assignment Tips
Step 1: Find a news release of interest on PRNewswire.com
Read it while asking yourself…
• What is this organization / company announcing?
• Who would be interested in this kind of news?
• Is this worth an entire news release?
Step 2: Investigate other communication outlets
• Find the organization’s main website. Take a look around to see if the news that
you found on PRNewswire is front and center, or at least somewhere on the
o *Tip: Look to see if they have a “News” or “Newsroom” tab. A good
public relations team will announce their organization’s news in this
• Look for the organization’s social media accounts. Peruse while asking
o Have they announced the same thing on these platforms?
o If so, what’s the engagement level?
o If not, what else is there?
• *Tip: A good public relations initiative will announce an organization’s news
on a variety of platforms. Why put together and send a news release if you’re
not going to maximize its reach on other platforms?
Step 3: Go to google…
• Click on the news tab, enter an appropriate search term(s), and see if any news
outlets have picked up the news.
Step 4: Analyze
• Take a step back and analyze what you’re seeing. Are you seeing that
consistency, or are there disconnects? Are there different messages? Missed
Step 5: Develop recommendations
• Yes, this will feel like a little overlap, but if you were a member of that
an organization’s public relations team, what would you recommend to your team?
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