NEW TEAM ADVERTISING PROJECT PRESS RELEASE ADVERTISEMENT SPONSORSHIP PROMOTION

Press Release  What is it?  What goes on it?  Parts  Details  Examples

What is it?  By definition a press release is simply a statement prepared for distribution to the media.  The purpose of a press release is to give journalists information that is useful, accurate and interesting.  Get it? Useful, accurate and interesting, it is that easy.

What goes on it?  Press releases should be printed on company letterhead. If this is not feasible, adding the company logo is essential.  The companies name, web address, location address and phone number should be printed clearly at the top of the page.

Press Release  PRESS RELEASE should be spelled out in all CAPS and centered in bold.  The press release contact persons name should be underneath the wording and all contact numbers printed clearly underneath.

Title/Heading  The next essential component of the press release is the Headline or Title.  It should be centered, and in bold.  The heading of the press release should capture the journalist. The title of the press release should be short and snappy, and hopefully grabbing the attention of the journalist and impressing them enough to read on.

Body  The body of the press release begins with the date and city for which the press release is originated.  The body of the press release is very basic; who, what, where, when and why.  The first paragraph of the press release should contain in brief detail what the press release is about.

Paragraph 2  The second paragraph explains,in detail: who cares; why you should care; where one can find it; when it will happen. Also, included in the second 'informative' paragraph is generally a quote that gives the release a personal touch.

3 rd Paragraph  The third and generally final paragraph is a summation of the release and further information on your company with the company contact information clearly spelled out.

Extra/Details  The content of the press release, beginning with the date and city of origin, should be typed in a clear, basic font (Times New Roman, Arial, etc.) and double-spaced.  If your press release exceeds one page, the second page should indicate ' Page Two' in the upper right hand corner.

EXAMPLE  EXAMPLE EXAMPLE

Press Release Checklist  Company Letterhead, Name, Address, Phone Number, Web Address  PRESS RELEASE in all caps  Contact Person's Name  Immediate Release or Release Date(all caps)  HEADLINE or TITLE in BOLD/CAPS  BODY-Date/City-who,what,when,where and why.  Catchy Text  Sum it up...  Basic Font, Double Spaced, Page Numbers, and ###

 Press Release Examples  Yankees and Sony HD Yankees and Sony HD  Tigerfest Tigerfest  Chargers LT Ground Player of the Week Chargers LT Ground Player of the Week

ADVERTISMENT  3 Types of Ads  Ads created to entertain  Ads created to persuade  Ads created to inform  Print ad needs to be laid out to draw the attention of potential fans  Commercial (Video) layout a storyboard before shooting the commercial

Sponsorship and types of Promotion  Marketers have at their disposal four major methods of promotion. Taken together these comprise the promotion mix.

Advertising  Involves non-personal, mostly paid promotions often using mass media outlets to deliver the marketer’s message.  While historically advertising has involved one-way communication with little feedback opportunity for the customer experiencing the advertisement,  The advent of computer technology and, in particular, the Internet has increased the options that allow customers to provide quick feedback.

Sales Promotion  Involves the use of special short-term techniques, often in the form of incentives, to encourage customers to respond or undertake some activity.  For instance, the use of retail coupons with expiration dates requires customers to act while the incentive is still valid.

Public Relations  Also referred to as publicity, this type of promotion uses third-party sources, and particularly the news media, to offer a favorable mention of the marketer’s company or product without direct payment to the publisher of the information.

Personal Selling  As the name implies, this form of promotion involves personal contact between company representatives and those who have a role in purchase decisions (e.g., make the decision, such as consumers, or have an influence on a decision, such as members of a company buying center).  Often this occurs face-to-face or via telephone, though newer technologies allow this to occur online via video conferencing or text chat.