Writing press releases Get your message out: clearly and effective!!!
Emmy Koeleman and Vincent ter Beek   International Agri&Horticulture Reed Business Information
Contents <ul><li>Who are we? </li></ul><ul><li>Why sending out press releases? </li></ul><ul><li>How journalists deal with...
Who we are… Emmy <ul><li>Focusing on global feed production </li></ul><ul><li>Additives & nutrients </li></ul><ul><li>Inte...
Who we are… Vincent <ul><li>Focusing on global pig production </li></ul><ul><li>Equipment & housing </li></ul><ul><li>Heal...
Other magazines of our group
<ul><li>Press release      n.  :  “ A well-written release can dramatically increase your sales, expose your company to t...
Editors need information!! <ul><li>The first thing to remember is that journalists and editors need information (news!), p...
 
World Poultry receives 25 press releases a week. That’s 1,300 per year!!! There is only room for 200!
The rest goes in the bin….sorry!
Main reasons are: <ul><li>Press release is not digital </li></ul><ul><li>Lack of content (no news or old news) </li></ul><...
Dopharma presents: Phenoxypen ®  WSP How to get this message out in a clearly and effective way?
<ul><li>Narrow spectrum penicillin, to treat necrotic enteritis (New!) </li></ul><ul><li>Water soluble (New!) </li></ul><u...
Additional technical information <ul><li>Always provide some background information (on the product and on the disease) </...
Do… <ul><li>Include date </li></ul><ul><li>Include logo or clear business name </li></ul><ul><li>Stick to a maximum of 200...
Do… <ul><li>Have the press release read before sending out (for technical and grammatical errors) </li></ul><ul><li>Make s...
Don’t… <ul><li>Make any zpelling mistakes </li></ul><ul><li>USE TOO MANY CAPITALS </li></ul><ul><li>Use in-house language ...
A practical example… <ul><li>First reaction… </li></ul><ul><li>Bin or magazine? </li></ul><ul><li>Think of at least 3 big ...
Some of the mistakes/irritations... <ul><li>No news </li></ul><ul><li>Message is vague </li></ul><ul><li>No date </li></ul...
BIN!!!
All the do’s put into practice…. <ul><li>Phenoxypen press release as we would like to see it… </li></ul>
Thank you and good luck with writing!
 
Upcoming SlideShare
Loading in …5
×

Writing Good Press Release

537 views
449 views

Published on

1 Comment
0 Likes
Statistics
Notes
  • Get all of your answers here... http://assignmentanswers.wix.com/get-that-file#!bsbadm503b---plan-and-manage-conferences/c13ee
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
537
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Writing Good Press Release

  1. 1. Writing press releases Get your message out: clearly and effective!!!
  2. 2. Emmy Koeleman and Vincent ter Beek International Agri&Horticulture Reed Business Information
  3. 3. Contents <ul><li>Who are we? </li></ul><ul><li>Why sending out press releases? </li></ul><ul><li>How journalists deal with press releases </li></ul><ul><li>Do’s and dont’s in writing press releases </li></ul><ul><li>Phenoxypen ® introduction </li></ul><ul><li>Some practical examples </li></ul>
  4. 4. Who we are… Emmy <ul><li>Focusing on global feed production </li></ul><ul><li>Additives & nutrients </li></ul><ul><li>International research </li></ul><ul><li>www.AllAboutFeed.net </li></ul><ul><li>Since 1992 </li></ul>
  5. 5. Who we are… Vincent <ul><li>Focusing on global pig production </li></ul><ul><li>Equipment & housing </li></ul><ul><li>Health issues </li></ul><ul><li>www.PigProgress.net </li></ul><ul><li>Since 1984 </li></ul>
  6. 6. Other magazines of our group
  7. 7. <ul><li>Press release  n. : “ A well-written release can dramatically increase your sales, expose your company to the masses, and greatly enhance the image of your business or products ” </li></ul>
  8. 8. Editors need information!! <ul><li>The first thing to remember is that journalists and editors need information (news!), provided in a way that will make their job easier, not harder.   </li></ul>
  9. 10. World Poultry receives 25 press releases a week. That’s 1,300 per year!!! There is only room for 200!
  10. 11. The rest goes in the bin….sorry!
  11. 12. Main reasons are: <ul><li>Press release is not digital </li></ul><ul><li>Lack of content (no news or old news) </li></ul><ul><li>Irrelevant to the magazine or target group </li></ul><ul><li>Badly presented (e.g. funny characters) </li></ul><ul><li>Too many words and grammatical errors </li></ul><ul><li>Tone of voice is too commercial (buy me! Full of ™/ © ) </li></ul><ul><li>“ ..the world leading no. 1 producer of poultry vaccines…” </li></ul><ul><li>No credibility (claims are not substantiated, vague message) “It was shown that pigs grow faster after drinking magnetised water” </li></ul>
  12. 13. Dopharma presents: Phenoxypen ® WSP How to get this message out in a clearly and effective way?
  13. 14. <ul><li>Narrow spectrum penicillin, to treat necrotic enteritis (New!) </li></ul><ul><li>Water soluble (New!) </li></ul><ul><li>1st to be EU registered (New!) </li></ul><ul><li>Available in 17 EU countries (New!) </li></ul>Go for the unique characteristics
  14. 15. Additional technical information <ul><li>Always provide some background information (on the product and on the disease) </li></ul><ul><li>Be careful with chemical terms (know the level of your target group! Vets or producers?) </li></ul>
  15. 16. Do… <ul><li>Include date </li></ul><ul><li>Include logo or clear business name </li></ul><ul><li>Stick to a maximum of 200 words </li></ul><ul><li>Use an indent of 1.5 points (for easy reading) </li></ul><ul><li>Use key words (poultry, pigs). Editors look for that </li></ul><ul><li>Include a high resolution picture if applicable (300dpi 10x15 cm) </li></ul>
  16. 17. Do… <ul><li>Have the press release read before sending out (for technical and grammatical errors) </li></ul><ul><li>Make sure all the details provided are correct </li></ul><ul><li>Back up data by numbers! (….% of poultry is infected with NE worldwide) </li></ul><ul><li>Send it to the right people (personalise your mail) </li></ul><ul><li>Provide the press release in multiple languages (if needed) </li></ul>
  17. 18. Don’t… <ul><li>Make any zpelling mistakes </li></ul><ul><li>USE TOO MANY CAPITALS </li></ul><ul><li>Use in-house language (e.g. product codes) </li></ul><ul><li>Send out ‘grey’ pages (journalists are lazy) </li></ul><ul><li>Try to be overcomplete (endless amounts of texts and very large photographs (16 MB) </li></ul><ul><li>Forget contact details for follow up questions </li></ul><ul><li>Send faxes! </li></ul>
  18. 19. A practical example… <ul><li>First reaction… </li></ul><ul><li>Bin or magazine? </li></ul><ul><li>Think of at least 3 big mistakes </li></ul>
  19. 20. Some of the mistakes/irritations... <ul><li>No news </li></ul><ul><li>Message is vague </li></ul><ul><li>No date </li></ul><ul><li>No contact information (or wrong?) </li></ul><ul><li>No intro and header </li></ul>
  20. 21. BIN!!!
  21. 22. All the do’s put into practice…. <ul><li>Phenoxypen press release as we would like to see it… </li></ul>
  22. 23. Thank you and good luck with writing!

×