Transmedia News Package
for Print, Broadcast, Online and Social Media

 

 

Here's a downloadable example of a long-form all-inclusive news package that provides information for print, broadcast and online media, as well as social media networking sites.

 

This is the type of release that Ron Smith recommends as a single information packet appropriate for all types of media. It's also useful with internal organizational use for members, colleagues and donors, as well as would-be consumers and other key publics. 

In this PDF example, Smith prepared a new package to announce a musical performance sponsored by a cultural organization in which he is active. Specifically, it deals with a concert by a Japanese taiko drummer and his entourage, along with local musical artists.

 

Transmedia storytelling is a new concept in media, one that consciously creates opportunities across media platforms--print, broadcast, online--to present a cohesive message. This format has come into being as the media themselves converge. Some studies show that media gatekeepers are far more likely to use information from transmedia packages than from traditional print releases. 

 

The transmedia news package is meant for five audiences:

  1. Mainstream reporters, editors and columnists with both print and online publications.

  2. Radio and television reporters and news producers.

  3. Newer types of independent journalists such as bloggers and podcasters.

  4. Internal nonmedia audiences such as employees, volunteers, shareholders and such.

  5. External nonmedia audiences including customers, donors, regulators and competitors.

 

Writing in transmedia news packages should be crisp, concise, objective, and newsworthy. Here are some elements that go into a basic transmedia package:

  • Short strategic headline, accompanied by a Share or Tweet button.

  • Tweetable news summary.

  • Core news brief of a short paragraph or several bullets answering the who-what-when-where-why-how elements of the news announcement. 

  • Background info.

  • Logistical details, such as schedule, itinerary, cost, access, and so on.

  • Quotes that are strategic and memorable.

  • Bio section with background on key players.

  • Section for various publics, with break-out info for donors, customers, and others. For example, a university announcing a new major in sports communication might have a series of special messages and info directed to current and potential students, alumni, journalists, and professional sports organizations.

  • Call to action. Indication of ways various readers can act on the information; that is, how to sign up, subscribe, join, attend, purchase, and so on.

  • Contact information with ways journalists and others can obtain additional information. Make this as flexible as possible with email, telephone, IM address, Twitter, website and Skype address, as appropriate.

 

In addition to the main section with the above information, a transmedia news package lends itself to many other elements. Here's an inventory of possibilities.

  • Narrative release; that is, a standard print-oriented release.

  • News fact sheet outline the same information.

  • Background fact sheet with technical and other information related to the topic of the news package.

  • Previous news coverage with links to articles, blog postings, video reports and other media accounts of this or related topics.

  • Photo gallery.

  • Supporting graphics such as organizational loggs, charts and maps.

  • Audio news release or audio sound bites.

  • Video news release or B-rolls.

  • Other video components, such as posting of a speech presentation at a sharing service such as YouTube, Vimeo or Google Video.

  • External links to related organizations with relevant information.

  • Share button.

  • Reader comments.

  • RSS subscription invitation to your website updates or blog posts.

 

For more complete information, see Ron Smith's textbook Becoming a Public Relations Writer (5th edition, 2016) published by Routledge / Taylor and Francis.