1511 Press Releases - generic version
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
854
On Slideshare
687
From Embeds
167
Number of Embeds
4

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 167

http://penfieldrobotics.com 118
http://newweb.penfieldrobotics.com 43
http://www.penfieldrobotics.com 3
http://www.slideshare.net 3

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • A press release is pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product.
  • Sent by email, fax and/or snail mail Sent to all the resources who might take an interest in your story including: Newspapers Television Online media Radio
  • Place your logo, contact information and press release date in the upper banner. The main title should be in all caps and centered The subtitle should be in Upper and lower case, with capitalized first letters and centered. The body – who, what, why, where, when, how is next – put most important info first, least important last Boilerplate information before the end ### marks the end of the release Repeat contact info at the end – we’ll go over these in more detail in the following slides
  • The number one secret: Think like a reporter. Make sure it’s REAL NEWS (Hook) Deliver a sharp story angle that’s of interest to the public Deliver the information in a professional and courteous way (Inform Simply) Provide information in a way that makes the reporter’s job easier!
  • What is newsworthy Of interest to the general public Highlights a “shining star” in the local community Highlights something controversial in the community Cool/new/fascinating Topical (interesting based on the season, or current public interest topics)
  • Bad title: Team 1511 sponsors robotics event at local high school for the general public Awesome titles Teen geeks battle for robotics glory Robotics kids celebrate international success Use the subhead to explain your title This is where you can talk about the event or news in more detail
  • The first paragraph MUST say all 6 of these Who is affected or interested or participating What is the thing you’re promoting Where will it be or where was it When will it be or when was it Why should people be interested How can they engage (attend, celebrate, sponsor, etc.) Use a news writing style – not a fact based one
  • Back up the claims in the first paragraph, and give the reporter “meat” for their article A quote to put things in perspective A quote from an expert Background material on FIRST and 1511 (boilerplate, can be the same for every press release) ### - this tells the reader you are done Below the ### place contact info for follow-up
  • Stay away from hype-bloated phrases Write from the journalist’s perspective, never use I or We unless in a quote Read good newspapers for ideas Shorter is better – omit needless words Stick to the format, keep it to one page if possible
  • Create a mailing list that you can use to email all press members at once (PR@yourdomainname.com). This way you can cut down on time to send press release. Most reporters use social media extensively – connect to them using Twitter/Facebook/LinkedIn and establish a relationship first Be sure to connect to the right resource for the type of news you want to deliver
  • Chart out all the events for the year, and create press due-dates for each release. Assign each release to a responsible resource and follow up to be sure it’s sent out on time. Wherever possible sit down at the beginning of the year and write out or pre-pen the main content ahead of time so that you don’t have as much to write Pre-pen “winner” announcements for events you are entered in so you can just fill in the details if you win and send out the results Create and use boilerplate “about us” information for yourself and for FIRST.
  • Create a news sub-team, and have a mentor or parentor coach that guides and helps them with writing. Understand that good writing skills will translate into real-world benefits. Be aware you may need to act as “final editor” trimming needless words and checking for grammar and spelling. Wherever possible feed this back. Meet at least a couple times a month and work on all the aspects together. Assign each team member at least one release Add press releases to the website and provide press contact information there Create a news sub-team, and have a mentor or parentor coach that guides and helps them with writing. Understand that good writing skills will translate into real-world benefits. Be aware you may need to act as “final editor” trimming needless words and checking for grammar and spelling. Wherever possible feed this back. Meet at least a couple times a month and work on all the aspects together. Assign each team member at least one release Add press releases to the website and provide press contact information there
  • Depends on how badly they need to fill space whether you get published. Consider announcing Community service Demos Competitions A separate announcement for kickoff, ship dates Other significant events
  • Pictures (upload your own) Events (add yourself to your community calendar) Thumbs Up/Thumbs Down – put yourself up for recognition Opinion columns Community forums
  • Have a team spokesperson (perhaps a Chairman’s Award Presenter) and guide the media person to that person for the interview. Assign an adult to meet the reporter(s) and provide them with safety glasses. Think about the 3-5 points you want to make and be sure you have some “quotable” statements ready.
  • Be sure that your interview representative is in full team uniform. Remember that the photographer or videographer will want to capture visually interesting shots of both the people and robots – give them that opportunity If providing photos for print media be sure to provide them in high resolution – they can always scale them down but they can’t upscale them and get a good print.
  • Always be pleasant and send a hand written note to thank them for coverage – even if it’s not exactly what you had in mind. Column space is frequently very precious – be thankful for every bit of coverage. Always press for more coverage – let them know that you expect to be covered in the same manner as they cover high school sports teams
  • Always be pleasant and send a hand written note to thank them for coverage – even if it’s not exactly what you had in mind. Column space is frequently very precious – be thankful for every bit of coverage. Always press for more coverage – let them know that you expect to be covered in the same manner as they cover high school sports teams

Transcript

  • 1. Press releases How to promote your FIRST Team
  • 2.
    • Our presenters for the day:
    • Lee Drake – Parent, Mentor & Sponsor
    • Crystal Vongnaphone – Junior, Student Leader, Communications
    • Matthieu Dora – Sophomore, Student Leader, Scouting
  • 3. What is a press release
    • A pseudo-news story
    • Third person
    • Attracts editors & reporters
  • 4. How do you use a PR?
    • Email, fax and/or snail mail
    • Sent to:
      • Newspapers
      • Television
      • Online media
      • Radio
  • 5. What is the format of a press release?
    • Place your logo, contact information and press release date in the upper banner.
    • The main title should be in all caps and centered
    • The subtitle should be in Upper and lower case, with capitalized first letters and centered.
    • The body – who, what, why, where, when, how is next – put most important info first, least important last
    • Boilerplate information before the end
    • ### marks the end of the release
    • Repeat contact info at the end – we’ll go over these in more detail in the following slides
  • 6. What is the secret to getting a press release printed?
    • Think like a reporter!
      • Make it REAL news
      • Hook – Deliver a sharp story angle that’s of interest to the public
      • Be professional & courteous
    • Inform Simply
      • High school level
  • 7. Develop an angle
    • Know what is newsworthy
      • Attract general public
      • Highlight
        • Local Community involvement
        • Controversies
      • Cool/new/fascinating
      • Topical (interesting based on the season, or current public interest topics)
  • 8. Writing a great title
    • The Bad:
      • Team 1511 sponsors robotics event at local high school for the general public
    • Awesome titles
      • Teen geeks battle for robotics glory
      • Robotics kids celebrate international success
    • Subheads
      • Details
  • 9. The Five “W”s & How
    • Requirements
      • Who is affected or interested or participating
      • What is the thing you’re promoting
      • Where will it be or where was it
      • When will it be or when was it
      • Why should people be interested
      • How can they engage (attend, celebrate, sponsor, etc.)
    • Use news writing style – not a fact based one
  • 10. The Rest
    • Back up claims – Feed the Reporter
    • Provide a quote to put things in perspective
      • If possible find an uninvolved expert to provide quote
    • Help reporter by
      • Providing background material
      • ### = Done!
      • Contact Info
  • 11. More Recommendations
    • Hype-bloated phrases = Bad!!!
    • You are the Journalist!
    • Newspapers = Ideas!
    • Keep it short, don’t fluff!
    • Format
  • 12. Connecting with the Press
    • Create a PR Mailing list
    • Connect with:
      • Twitter/Facebook/LinkedIn
      • Use a TEAM not personal account
    • PICK SMART!
      • Choose the right resource at the media outlet to connect to
  • 13. Creating a press calendar
    • Chart your events for the year and create due-dates
    • Assign resources & follow up
    • Pre-pen content early!
    • Create some fill in the blank releases for each event
    • Use boilerplates to repeat info about FIRST and your team.
  • 14. Involving the team
    • Create a PR sub-team led by a mentor or parent who is good at and enjoys writing
    • Good writing skills = real-world benefits
    • Parent or Mentor is final Edit & Trim editor
    • Meet frequently
      • Assign one release/person
    • Promote & Provide
      • Add Press Releases to the website
      • Be sure to provide press contact info on your site
  • 15. What is news?
    • Coverage depends on available space
    • Consider announcing:
      • Community service
      • Demos
      • Competitions
      • Kickoff, ship dates
      • Other significant events
  • 16. Alternatives to regular news
    • Many newspapers and TV stations have websites where they allow you to “self report”
      • Upload Pictures
      • Events
      • Thumbs Up/Thumbs Down
      • Opinion columns
      • Community forums
  • 17. Be aware of media calendars
    • Watch for large newspaper coverings
      • Volunteer for coverage!
    • Send everywhere!
    • If you are at a local or regional school watch for announcements about a larger newspaper covering your region in pictures or stories and volunteer to help the reporter cover your team as part of it.
    • Don’t be shy about sending press releases or making press contacts in other cities where you’ll be competing.
  • 18. What if they show up at your event!?
    • Have a team spokesperson
      • Guide the media person
      • Assign an adult
      • Provide SAFETY GLASSES! 
    • Don’t lose them!
      • Have 3-5 points of discussion
      • Have “quotable” statements ready
  • 19. What if they show up at your event!?
    • Be in uniform!
    • Give opportunity
    • Provide high resolution!
  • 20. Final notes
    • Be pleasant & hand write notes
    • Column space
    • Want more coverage
  • 21. Questions? team1511@gmail.com | penfieldrobotics.com http://bit.ly/1511PR