Gcsv2011 writing effective press releases-kristin wells


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This document was created by an individual or individuals who submitted a proposal so he / she / they may present at the Office of Faith-Based and Community Initiative’s 2011 Conference on Service and Volunteerism (GCSV11). This proposal was approved by the Indiana Commission on Community Service and Volunteerism (ICCSV) and other community partners. Sharing this document is a courtesy extended by the OFBCI to conference attendees who may want to reference materials covered at the GCSV11, and the OFBCI in no way not responsible for specific content within.

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Gcsv2011 writing effective press releases-kristin wells

  1. 1. KRISTEN FUHS WELLS INDIANA HUMANITIES Writing Effective Press Releases and Pitches
  2. 2. The Press Release
  3. 3. <ul><li>From this… </li></ul><ul><li>To this… </li></ul>The Press Release
  4. 4. The Press Release <ul><li>How To Write an Effective Press Release </li></ul><ul><li>Headline </li></ul><ul><li>Dateline </li></ul><ul><li>Lede </li></ul><ul><li>Content </li></ul><ul><li>The End </li></ul>
  5. 5. <ul><li>Not this! </li></ul><ul><li>This! </li></ul><ul><li>Indiana Humanities gives $15,000 in grants </li></ul><ul><li>Indiana nonprofits receive $15,000 in grants </li></ul>The Press Release: Headline
  6. 6. <ul><li>Not (always) this! </li></ul><ul><li>(Sometimes) this! </li></ul><ul><li>INDIANAPOLIS </li></ul><ul><li>MIDDLEBURY, IND. </li></ul><ul><li>METAMORA, IND. </li></ul><ul><li>EVANSVILLE, IND. </li></ul>The Press Release: Dateline
  7. 7. <ul><li>Not this! </li></ul><ul><li>This! </li></ul><ul><li>Indiana Humanities is excited to announce that it has awarded $15,000 to nonprofits with incredible projects across Indiana. </li></ul><ul><li>Indiana Humanities has awarded grants of up to $2,000 each to 15 nonprofit organizations for projects that seek to engage the public in the humanities. </li></ul>The Press Release: Lede
  8. 8. Important Details: Quote by executive, grantee, etc. The Press Release: Content
  9. 9. <ul><li>About Indiana Humanities Indiana Humanities connects people, opens minds and enriches lives by creating and facilitating programs that encourage people to think, read, talk and listen. As a convener, leader and partner, Indiana Humanities promotes the public humanities and engages Indiana’s community of minds to create stronger, more vibrant communities. Learn more at www.indianahumanities.org . </li></ul><ul><li>### </li></ul><ul><li>Contact information: </li></ul><ul><li>Kristen Fuhs Wells, Indiana Humanities </li></ul><ul><li>317.638.1500, ext. 125 or 317.435.3095, kwells@indianahumanities.org </li></ul>The Press Release: The End
  10. 10. <ul><li>TIME FOR AN EXAMPLE </li></ul>The Press Release
  11. 11. The Press Release: Tips <ul><li>Make the reporter’s job easy! </li></ul><ul><ul><li>Provide as much detail as possible </li></ul></ul><ul><ul><li>Provide contact information (cell #!) </li></ul></ul><ul><ul><li>Provide links to your website for more info </li></ul></ul><ul><li>Follow AP Style </li></ul><ul><ul><li>Oct. not October </li></ul></ul><ul><ul><li>one – nine; 10 + </li></ul></ul><ul><ul><li>Indianapolis vs. Middlebury, Ind. </li></ul></ul><ul><li>Don’t editorialize </li></ul><ul><ul><li>Leave out the fluff </li></ul></ul><ul><ul><li>Use the quote to provide subjective material </li></ul></ul>
  12. 12. The Press Release: Tips <ul><li>Don’t attach – paste into email! </li></ul><ul><ul><li>Photos available upon request </li></ul></ul><ul><li>Personalize </li></ul><ul><ul><li>IU grad receives… </li></ul></ul><ul><li>Do your research! </li></ul><ul><ul><li>Who is the right contact? </li></ul></ul><ul><li>Send to multiple people </li></ul><ul><ul><li>And copy them on the press release! </li></ul></ul><ul><li>Follow-up! </li></ul><ul><ul><li>Don’t assume they received or saw it. </li></ul></ul>
  13. 13. Then What?
  14. 14. Then What? <ul><li>Internal / External E-Newsletters </li></ul><ul><li>Send to your ambassadors </li></ul><ul><ul><li>Board members </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Volunteer </li></ul></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Op Ed </li></ul><ul><li>Personalized pitch </li></ul>
  15. 15. <ul><li>GO AHEAD, GIVE ‘EM THE FASTBALL </li></ul>The Art of the Pitch
  16. 16. The Pitch <ul><li>When? </li></ul><ul><ul><li>Interesting, unusual, unique </li></ul></ul><ul><ul><li>In-depth feature story </li></ul></ul><ul><ul><li>Localized piece to a national story </li></ul></ul><ul><ul><li>Outlet/journalist typically covers this type of news </li></ul></ul><ul><ul><li>You have a relationship with a reporter </li></ul></ul>
  17. 17. The Pitch <ul><li>Do your research </li></ul><ul><ul><li>Soft features “On the Move,” “5 Things I Love” etc. </li></ul></ul><ul><li>Grab their attention! </li></ul><ul><li>Make your case </li></ul><ul><ul><li>State why this reporter / outlet / readers will be interested </li></ul></ul><ul><li>Highly personalized </li></ul><ul><ul><li>Dear Erika, </li></ul></ul><ul><ul><li>As a follow up to your recent article on urban development… </li></ul></ul><ul><li>Short and sweet </li></ul><ul><li>Pick up the phone </li></ul>
  18. 18. Relationship Building
  19. 19. Relationship Building <ul><li>Invite a reporter: </li></ul><ul><ul><li>To coffee </li></ul></ul><ul><ul><li>To your office </li></ul></ul><ul><ul><li>A special event </li></ul></ul><ul><ul><li>Don’t talk about you. Ask what they enjoy covering, what their readers are interested in, and how you can help them. </li></ul></ul><ul><li>Give them what they want. </li></ul><ul><ul><li>Great visuals, sound bites, etc. </li></ul></ul><ul><li>Throw them a tip or story idea that has nothing to do with your client or company. </li></ul>
  20. 20. <ul><li>KRISTEN FUHS WELLS </li></ul><ul><li>[email_address] </li></ul><ul><li>@INHUMANITIES </li></ul>Any Questions?