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Go On Say Something Interesting[1]

Go On Say Something Interesting[1]






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    Go On Say Something Interesting[1] Go On Say Something Interesting[1] Presentation Transcript

    • Go on, say something interesting... The art of writing press releases
    • Basic rules
      • Tell me something I don’t know... but something
      • I would want to know
      • Good stories travel...
      • Will it interest people
      • outside your building?
      • If not, pin it on a noticeboard
    • Sigh...
      • Company A is delighted
      • to announce it has secured
      • a contract with Company B...
      • But we’re not going to tell
      • you how much it’s worth...
      • What it will involve...
      • Nor if it will create new jobs
    • … and sigh again
      • Company A is delighted to announce that it has
      • acquired Company B
      • But we’re not going to tell you why...
      • Certainly not how much for... nor what it means
      • for our staff.
    • Before I press delete...
      • Don’t just say what’s
      • happened...
      • Explain the significance of the news for your
      • business and your workforce...
      • Maybe even your industry... maybe your town.
    • The past is a foreign country…
      • Don’t assume we know
      • what you do...
      • In the mainstream media, journalists are laymen
      • and so are our readers...
      • Jargon is a barrier to understanding
    • Hmmm… this could make a story
      • Size isn’t everything...
      • But give us a sense of scale...
      • Are you a £300k, £3m, £30m turnover business?
      • One-man band, a dozen, or scores of staff?
    • But where’s the pithy quote?
      • Don’t just be “delighted”...
      • Tell us (and our readers)
      • why this makes a
      • difference
      • You’ve got our attention... and reasons to give
      • the story prominence
    • But what about stormy weather?
      • Bad news has a habit of
      • finding its way into the
      • public domain...
      • We’ll never make things up... we aim to be fair
      • and accurate
      • But if only one side of the story is talking... it
      • doesn’t make it easy to be balanced
    • Dib-dib-dib…
      • Be prepared...
      • If you don’t want to be interviewed... prepare a
      • statement.
      • There’s always a reason... always an
      • explanation.
    • So who do I send it to?
      • The editor?
      • The newsdesk?
      • The specialist
      • reporter?
    • It’s not rocket science
      • You’re a savvy reader…
      • What stops you turning the page?
      • What questions would you ask of that business?
      • Think context – both for the facts and the
      • comment