Case Study - The Raina Inc. News Release

The key in crafting a news release is selecting the most salient facts to promote the new Raina $2 million pollution abatement program.

To write an effective announcement of the program, students must adopt the perspective of Raina management. Specifically, Raina needs to put its best face on the announcement, including facts about the significance of the program to the community and what Raina has done in the past in pollution abatement. On the other hand, the company shouldn’t volunteer critical comments about itself or its personnel.

In addition to the news release, it’s likely that, in this case, certain “standby statements” should be drafted to deal in particular with the firing of the former Blackrock plant manager. However, students should understand that volunteering such defensive statements might not be in the company’s best interest.

1- If you were assigned to draft a news release to accompany Sludge to the Blackrock City Council meeting on April 11, which items would you use in your lead (i.e., who, what, why, where, when, how)?

2- Which items would you avoid using in the news release?

3- how could rania use the internet to research public option of the pollution problem? How could the company use the to communicate its position in advance of the black rock city council meeting?