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Writing Good Press Release

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  • 1. Writing press releases Get your message out: clearly and effective!!!
  • 2. Emmy Koeleman and Vincent ter Beek International Agri&Horticulture Reed Business Information
  • 3. Contents
    • Who are we?
    • Why sending out press releases?
    • How journalists deal with press releases
    • Do’s and dont’s in writing press releases
    • Phenoxypen ® introduction
    • Some practical examples
  • 4. Who we are… Emmy
    • Focusing on global feed production
    • Additives & nutrients
    • International research
    • www.AllAboutFeed.net
    • Since 1992
  • 5. Who we are… Vincent
    • Focusing on global pig production
    • Equipment & housing
    • Health issues
    • www.PigProgress.net
    • Since 1984
  • 6. Other magazines of our group
  • 7.
    • 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 ”
  • 8. Editors need information!!
    • 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.  
  • 9.  
  • 10. World Poultry receives 25 press releases a week. That’s 1,300 per year!!! There is only room for 200!
  • 11. The rest goes in the bin….sorry!
  • 12. Main reasons are:
    • Press release is not digital
    • Lack of content (no news or old news)
    • Irrelevant to the magazine or target group
    • Badly presented (e.g. funny characters)
    • Too many words and grammatical errors
    • Tone of voice is too commercial (buy me! Full of ™/ © )
    • “ ..the world leading no. 1 producer of poultry vaccines…”
    • No credibility (claims are not substantiated, vague message) “It was shown that pigs grow faster after drinking magnetised water”
  • 13. Dopharma presents: Phenoxypen ® WSP How to get this message out in a clearly and effective way?
  • 14.
    • Narrow spectrum penicillin, to treat necrotic enteritis (New!)
    • Water soluble (New!)
    • 1st to be EU registered (New!)
    • Available in 17 EU countries (New!)
    Go for the unique characteristics
  • 15. Additional technical information
    • Always provide some background information (on the product and on the disease)
    • Be careful with chemical terms (know the level of your target group! Vets or producers?)
  • 16. Do…
    • Include date
    • Include logo or clear business name
    • Stick to a maximum of 200 words
    • Use an indent of 1.5 points (for easy reading)
    • Use key words (poultry, pigs). Editors look for that
    • Include a high resolution picture if applicable (300dpi 10x15 cm)
  • 17. Do…
    • Have the press release read before sending out (for technical and grammatical errors)
    • Make sure all the details provided are correct
    • Back up data by numbers! (….% of poultry is infected with NE worldwide)
    • Send it to the right people (personalise your mail)
    • Provide the press release in multiple languages (if needed)
  • 18. Don’t…
    • Make any zpelling mistakes
    • USE TOO MANY CAPITALS
    • Use in-house language (e.g. product codes)
    • Send out ‘grey’ pages (journalists are lazy)
    • Try to be overcomplete (endless amounts of texts and very large photographs (16 MB)
    • Forget contact details for follow up questions
    • Send faxes!
  • 19. A practical example…
    • First reaction…
    • Bin or magazine?
    • Think of at least 3 big mistakes
  • 20. Some of the mistakes/irritations...
    • No news
    • Message is vague
    • No date
    • No contact information (or wrong?)
    • No intro and header
  • 21. BIN!!!
  • 22. All the do’s put into practice….
    • Phenoxypen press release as we would like to see it…
  • 23. Thank you and good luck with writing!
  • 24.  

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