Press Releases

What is a Press Release? Press releases get your organization’s news out to the world It’s an objective, straightforward, unbiased news story Written as if you were a journalist

Why Write a Press Release? Third party credibility Build public interest Repetition is always good Explain the org.’s position on major issues Keep the record straight Helps build good media relations Helps in SEO

Who Gets the Press Release? Pitch your release strategically –Pitch to section editors –Pitch to reporters familiar with your organization or its competitors –Pitch to publications or blogs where you see stories like yours –Look at media directories –Select filters on PRwire or Businesswire

What Are the Different Kinds of Press Releases? 1.Announcement releasesAnnouncement releases 2.“Created news” releases“Created news” releases 3.Spot news releasesSpot news releases 4.Response releasesResponse releases 5.Bad-news releasesBad-news releases

What’s News? News values: (TIPCUP) –Timeliness –Impact –Prominence –Conflict –Unusualness –Proximity

Why are Press Releases Rejected? Poor writing Incompleteness Inaccuracy Poor timing Little local content No reader interest They contain no news Too promotional

What Makes a Good Press Release? Write in a simple style. Use short sentences and paragraphs Use common words. Localize the news release Serve the editor’s audience

What Makes a Good Press Release? Focus your news release on one of the 4 topics that editors like best: 1.Consumer information 2.Upcoming event 3.Interesting research 4.A timely issue

How Do You Write a Press Release? 1.The Lead –Provides the most important, compelling information about your story –1 st paragraph (sometimes 2 nd too) –Try to give the who-what-when-where-why-how all in the first sentence or paragraph if possible –Make sure it can be read clearly –Make sure it grabs the reader’s interest –Make sure it gives a quick indication of why the release is important

How Do You Write a Good Press Release? 2. The Body: –Amplify and elaborate on each element discussed in the lead, give all the details –Mix in quotes from organization representatives –Anticipate and answer questions –Don’t try to sell your organization –Leave editorializing for quotations –Don’t assume the reader knows anything about your organization –Write in plain English –Don’t make it too long (one to two pages max)

How Do You Write a Good Press Release? 3. The Boilerplate (A.K.A. The End): The organization’s name The organization’s purpose Summary of what the organization does The number and location of stores or branches Description of products and services The URL of its website

Formatting Press Releases datelines -more- The boilerplate ### See handouts

Optimizing Press Releases Start at the top – (headline, tease, lead) –Feature keywords and the meat of the story up top Include links –Your organization’s website, blog, social media pages Add videos, images, audio to generate links See SEO for press releases example and tip sheet on eLearning

How Do You Distribute a Press Release? Distribution services –PRNewswirePRNewswire –BusinesswireBusinesswire – specific editors or writers – bloggers – newsletter editors – website editors Your organization’s website Announce it on Twitter and Facebook Think about timing!

Let’s Try Some Leads Lead Scenario 1 There is a fire currently burning out-of- control at Nucor. The fire threatens to destroy the plant, but all employees are safe. Nucor is currently waiting to see how much the fire department can save.

Let’s Try Some Leads Lead Scenario 2 The FAA is releasing a report on the number of flights, mileage, and total passengers carried last year. Based on this report, Delta saw a 25% increase in passengers, more than any other airline.

Let’s Try Some Leads Lead Scenario 3 You work for Dell Computers. On July 24, they will release a new laptop that can project 3-D images. The computer will cost $2,000 and there are 6,000 people on the waiting list.

Let’s Try Some Leads Lead Scenario 4 You represent General Mills, recently, a woman made an accusation that she found a toe in a box of General Mills cereal. Your organization tracked the production of her particular box of cereal and found that it was impossible for a toe to get into her Cocoa Puffs. Still, to be sure, General Mills will shut down the factory for a day to completely sterilize the equipment and train employees on workplace safety.