Meagan Garrett
Marketing and
Communications Manager,
ASU SkySong
 First, define “Effective”:
◦ What will make this a successful release?
◦ How will you know it was effective? By knowing ...
 Proper Formatting
◦ For Immediate Release, Date
◦ Place
◦ Logo
◦ Typically 2 Standards
 Based on location of the organi...
 Byline (or Sub-headline)
◦ Additional information to add to headline
◦ Expands and gives more detail about what the rele...
 Body
◦ 3-10 additional paragraphs depending on scope
◦ What does the body include?
 Human element, quote
 The “why” or...
 Wrap up/conclusion
◦ Impact statements
◦ More info
 Link to website for organization
 Tied to call to action
 Contact...
 Company description
◦ Who are you
◦ What do you do
◦ Why is that important
◦ Other key information
◦ Only place jargon i...
 Entrepreneurship and Innovation Group
 Any from the audience?
 Media Alerts, how are they different
◦ Call to action is for media, not their audience
◦ 5 W’s usually called out in for...
 Mass distribution services
◦ Allow you to format, include photos, videos, etc
◦ Allow you to schedule distribution
◦ Lar...
 Distribution services for startups or smaller
companies
◦ Typically less expensive
◦ Possibly not as customizable
◦ Serv...
 Media contact lists
◦ Personal, positive supporters that you or the media
rep has build good connections with
◦ Specific...
 Avoid jargon
 Tell your audience what they want to hear,
NOT what you want to tell them
 Sell benefits, not features
◦...
Press Release Writing Workshop
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Press Release Writing Workshop

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Press Release Writing Workshop

  1. 1. Meagan Garrett Marketing and Communications Manager, ASU SkySong
  2. 2.  First, define “Effective”: ◦ What will make this a successful release? ◦ How will you know it was effective? By knowing you met your purpose and reached your audience.  Second, define purpose: ◦ Why the heck are you writing this release anyway?  Third, define audience: ◦ To whom are you speaking? ◦ Why? ◦ How? ◦ What do you want them to do about it?
  3. 3.  Proper Formatting ◦ For Immediate Release, Date ◦ Place ◦ Logo ◦ Typically 2 Standards  Based on location of the organization’s contact info  Headline: MOST important part of the release ◦ Your hook, catch the reader’s attention ◦ Tips:  Never repeat words  Include name of organization (ALWAYS)  Make bold, impactful statements
  4. 4.  Byline (or Sub-headline) ◦ Additional information to add to headline ◦ Expands and gives more detail about what the release is about ◦ Linear, each piece is designed to keep reader engaged and wanting to know more ◦ Don’t repeat words from the headline, if possible  Lead/First paragraph (5 W’s) ◦ Second most important part of the release ◦ MUST include the 5 W’s and compel reader to read more  Who  What  When  Where  Why
  5. 5.  Body ◦ 3-10 additional paragraphs depending on scope ◦ What does the body include?  Human element, quote  The “why” or SWF of the release  Facts, what statistically backs what you are saying  Not always relevant or needed  Call to action  For the audience the journalist writes to, not the journalist ◦ Inverted Pyramid  Descending importance the further from the lead paragraph  Essential for editing and getting journalist pick up
  6. 6.  Wrap up/conclusion ◦ Impact statements ◦ More info  Link to website for organization  Tied to call to action  Contact info ◦ Organization’s media rep ◦ Startup owner  Boiler plates ◦ Name of company again with website link ◦ Short (3-6 sentence) paragraph about your company ◦ Key words!
  7. 7.  Company description ◦ Who are you ◦ What do you do ◦ Why is that important ◦ Other key information ◦ Only place jargon is OK ◦ Write for SEO here  Use key words that are specific to your industry and organization
  8. 8.  Entrepreneurship and Innovation Group  Any from the audience?
  9. 9.  Media Alerts, how are they different ◦ Call to action is for media, not their audience ◦ 5 W’s usually called out in format  Written as an invitation ◦ Inviting them usually to an event to cover it ◦ Includes specific opportunities for media  Photo ops  Speakers to interview  B-roll opportunities  SWF, what is really cool?
  10. 10.  Mass distribution services ◦ Allow you to format, include photos, videos, etc ◦ Allow you to schedule distribution ◦ Larger Corporations  PR Web  PR Newswire  Tend to be more expensive
  11. 11.  Distribution services for startups or smaller companies ◦ Typically less expensive ◦ Possibly not as customizable ◦ Services  http://new.pitchengine.com/  http://muckrack.com/pros  http://www.50states.com/news/arizona.htm  http://www.wired.com/about/staff_publishing/  http://www.startupbooster.com/  http://www.nytco.com/press/press_contact.html  http://www.free-press-release.com/  http://www.pressking.com/
  12. 12.  Media contact lists ◦ Personal, positive supporters that you or the media rep has build good connections with ◦ Specific to the content to the release  Not every release is applicable to every audience  Integrated into your social media efforts ◦ Once the PR is live, link to it on your SM accounts ◦ Tweet it and Linked in/Facebook post it to journalists and key players in your industry that you are connected to ◦ Ask your brand evangelists to share it on your behalf
  13. 13.  Avoid jargon  Tell your audience what they want to hear, NOT what you want to tell them  Sell benefits, not features ◦ Where possible ◦ Industry constraints  Do accuracy checks  If more parties/organizations than you are involved, send for approvals  Tell your story

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