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Perfect press kits & press releases

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  • 1. Presents: #DIYPR Webinar Series June 30 Perfect Press Releases Perfect Press Kits Presented by: Cyndy Hoenig, Partner Contact: Cyndy@hlmediapartners.com Twitter -- @cyndyhoenig Facebook.com/hlmediapartners
  • 2. Perfect Press Releases
    • FOR IMMEDIATE RELEASE CONTACT: Cyndy Hoenig
    • 405.245.4668
    • [email_address]
    • Take Control of Your Corporate Message. Power it Yourself, Create a Buzz for your Biz ... just for the cost of this seminar
    • Cyndy Hoenig & Heather Lytle to Present DIYPR & Social Media Seminar in Dallas
    • Oklahoma City, OK (July 6, 2010) – In today’s economy, it is imperative to hold on to every dollar, yet too many businesses depend on outside PR firms to control their messaging. After 35 years in the business of PR, H&L Media Partners believes in a different approach where businesses control their own messaging, not their PR agencies. To combat these wasted fees, H&L is offering a seminar to teach you to create a buzz for your business, for the cost of this seminar on DIY PR & Social Media from 8a - 1130a on Tuesday, July 27 at Meridian Business Center, 6060 N. Central Expressway, Suite 560 in Dallas .
    • The cost is $99. Register here: http: //dallasdiyevent . eventbrite .com/ .
    • This 3 1/2 -hour course in DIY PR & Social Media is perfect for the small business owner and consultant. The seminar will focus on low cost (even free) high impact PR and Social Media strategies that will put you way ahead of your competitors.
    • Other seminars scheduled in Texas include: Waco - July 28th, Waco Convention Center; and Temple, July 29th, Temple Convention Center.
    • About H&L Media Partners
    • Cyndy Hoenig & Heather Lytle are partners in H&L Media Partners, formed to offer trainings in DIY PR and Social Media techniques. Hoenig & Lytle draw upon their more than 35 years of experience and expertise to educate and empower business owners, marketers, communicators, and individuals to manage effective campaigns with measurable results. Participants will learn effective strategies to create, manage, implement and measure campaigns that have the highest impact for every business.
    • H&L Media Partners is dedicated to helping businesses and professionals grow through targeted Do It Yourself Public Relations and Social Media training programs.
    • More information is available at hlmediapartners.com.
    • # # #
    Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com
  • 3. Perfect Press Releases
    • FOR IMMEDIATE RELEASE CONTACT: Cyndy Hoenig, 405.245.4668
    • Strong Headline in Title Case; Centered; Boldface; 14 point Type
    • Subhead (optional); centered; 12-14 point type; bold; italics
    • Oklahoma City, OK (June 30, 2010) -- XYZ Company today launches its new line of XYZ educational toys to improve a child’s reading comprehension skills. This is an example of a lead sentence. The lead sentence should state important information about what you’re announcing. The lead paragraph should state who, what, where, when, how.
    • 2nd paragraph , expand on any pertinent information not included in the lead paragraph.
    • 3rd paragraph , quote the company’s CEO or expert here. “Have him say something about why these new toys are important to your customers.
    • 4th paragraph , list the product’s benefits to your customer. Use bullets if you like.
    • 5th paragraph , the closing paragraph, offer additional information -- pricing, where the product is available, etc.
    • 6th paragraph - Your Boiler Plate, a 3 - 6 sentence description of your company. Where your company is based, who runs it, when it was founded and what need it fills in the marketplace. End the paragraph with your web address.
    Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 1
  • 4. Perfect Press Releases Step 1 - for immediate release, contact info
    • Format
    • At the top of the page: For Immediate Release and Contact info:
    • For Immediate Release Contact: Cyndy Hoenig
    • 405.245.4668
    Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 2
  • 5. Step 2 Strong Headline
    • For Immediate Release Contact: Cyndy Hoenig
    • 405.245.4668
    • [email_address]
    • Write a strong headline that gets attention, but don’t go overboard.
    • Your headline should be compelling.
    • It should make reporters want to continue reading the next line.
    • Remember your angle. If there is no hook, no angle, the reader will quit reading after one line.
    • Headline in Title Case; Centered; Bold; 14 Pt. Type
    Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 3
  • 6. Step 3 Compelling 2nd headline (optional)
    • For Immediate Release Contact: Cyndy Hoenig
    • 405.245.4668
    • [email_address]
    • Strong Headline
    • Write a strong headline that gets attention, but don’t go overboard.
    • Your headline should be compelling.
    • It should make reporters want to continue reading the next line.
    • Remember your angle. If there is no hook, no angle, the reader will quit reading after one line.
    • Headline in Title Case; Centered; Bold; 14 Pt. Type
    • Compelling 2nd Headline (optional)
    • Strong 2nd headline that gets attention and persuades the reader to keep reading.
    • Subhead; centered; 12 or 14 pt type; bold; italics
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 4
  • 7. Step 4 location and date
    • For Immediate Release Contact: Cyndy Hoenig
    • 405.245.4668
    • [email_address]
    • Headline in Title Case; Centered; Bold; 14 Pt. Type
    • Subhead; centered; 12 or 14 pt type; bold; italics
    • Oklahoma City, OK (June 30, 2010) -Paragraph 1 starts here.
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 5
  • 8. Step 5 The body
    • For Immediate Release Contact: Cyndy Hoenig
    • 405.245.4668
    • [email_address]
    • Headline in Title Case; Centered; Bold; 14 Pt. Type
    • Subhead; centered; 12 or 14 pt type; bold; italics
    • Oklahoma City, OK (June 30, 2010) -Paragraph 1 starts here.
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 6 The Body Here’s where you write the meat of the release. Some guidelines: Paragraph 1: Explain headline, capture essence of story, keep under 25 words Paragraph 2: Add supporting facts to the statements made in the 1st paragraph. Paragraph 3: Expand on the facts. Build the story. Paragraph 4: Establish credibility and include a good quote or two. Paragraph 5: Boiler Plate. About CLIENT NAME. # # #
  • 9. Things to remember about Press Releases
    • Write in the 3rd person. It, he, she, they -- never you or me.
    • Always check spelling and grammar.
    • It should be a news story, not an advertisement. Delete the promotional copy and focus on content.
    • Use quotes in the present tense. They add immediacy and credibility.
    • Use simple, everyday language. No complex words or industry jargon.
    • Write one idea per paragraph.
    • Include facts and examples.
    • AVOID THE USE OF CAPITAL LETTERS. Capitals slow the pace of reading.
    • Do not se too many acronyms or abbreviations. When needed, always write in full the first time they’re used. EX: Point of View, then you can use POV.
    • Always use a person’s full name, not initials. Then refer to them by last name only.
    • The body of the release should be kept to 400 words and have a maximum of five paragraphs.
    • Boiler Plate - a brief company background which includes when the company was launched, its main area of business, and any additional info not included in the body or the release.
    • Send a release two weeks out -- and when it’s newsworthy and useful.
    • A good release accomplishes the following: announcing information to the public, your investors, the media, your customers and your competitors.
    • The power of Newswires -- PRNewswire.com. Free ones include: PRLog.com, PRWeb.com, PR.com, ewebwire.com, Pitchengine.com
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 7
  • 10. Final thoughts about Press Releases
    • Never sound as if you are trying to sell the reader.
    • Always sound as if you are trying to inform the reader.
    • Keep the article written in a professional tone and state facts only.
    • Submit an image or logo with your release.
    • Avoid excessive use of bolding.
    • Always spell-check your release before submitting.
    • Once your release is live, make plenty of copies of the printer-friendly version and fax around to local radio shows or television stations.
    • Email the story to journalists in your local area.
    • Include action-items for the readers of the release. For example, if you are describing the release of your new book, include the ISBN number and the URL of a website where it can be purchased.
    • Never submit duplicate copies of your press release to multiple PR distribution firms - always make slight modifications to each copy to avoid search-engine duplicate content penalties
    • Always place a link on your website to the press release for better search engine visibility.
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 8
  • 11. Perfect Press Kits What to include:
    • Fact Sheet A brief synopsis of what your company does and why you are unique. Include your mission statement, goals and any other pertinent info about your business.
    • Backgrounder This page contains all of the data about the history of your business. You’ll want to include photos, the date you founded the biz and why you started it. Also add your thoughts and personal stories on how your business evolved from idea to startup to present day.
    • Products/Services It is very important to list all of your products and services and the benefits of each in your media kit. Anyone should be able to read this page in just a few minutes and know exactly what you sell and why people buy it. And, include samples.
    • Bios and Headshots On this page provide bios and photos of the key leaders in the organization. Write short paragraphs that are interesting and easy to read. And, rather than using a pre written resume, add pertinent anecdotes, quotes and other unique criteria that establish credibility for each individual listed. Include information about birthplace, hometown, education, business experience, awards and any other vital facts you want media members to know. Also, add some personal facts, such as marital status, family information, hobbies and more so readers can relate.
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 9
  • 12. Current News, Photos
    • Current News Entice the media and let readers know that your business is up to date by including current news, industry trends and exciting events. List all of your press releases, published press clippings, video samples, testimonials, case studies, speaking engagements, articles and other activities.
    • Photos, logos, brochures, story ideas Include company brochures and logos, photos, potential story ideas to help media members get necessary data quickly. Be sure and add to this section on a regular basis.
    • Finally, be sure and add appropriate contact info to every page in your kit.
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 10
  • 13. Company Fact Sheet
    • A brief synopsis of what your company does and why you are unique. Include your mission statement, goals and any other pertinent info about your business.
    • Description of company, when founded, history
    • Description of key products and services
    • Listing of special achievements/awards
    • Listing of company headquarters, address, contact info, website
    • Number of employees
    • Listing of all locations
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 11
  • 14. Products & Services Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 12
    • It is very important to list all of your products and services and the benefits of each in your media kit. Anyone should be able to read this page in just a few minutes and know exactly what you sell and why people buy it. And, include samples.
  • 15. Backgrounder and Bios
    • Company Backgrounder - This page contains all of the data about the history of your business. You’ll want to include photos, the date you founded the biz and why you started it. Also add your thoughts and personal stories on how your business evolved from idea to startup to present day.
    • Bios - On this page provide bios and photos of the key leaders in the organization. Write short paragraphs that are interesting and easy to read. And, rather than using a pre written resume, add pertinent anecdotes, quotes and other unique criteria that establish credibility for each individual listed. Include information about birthplace, hometown, education, business experience, awards and any other vital facts you want media members to know. Also, add some personal facts, such as marital status, family information, hobbies and more so readers can relate.
    • Name, title, list of responsibilities
    • Education
    • Awards
    • Professional affiliations
    • Community involvement
    • Personal info
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 13
  • 16. Press Release and Press Clippings
    • Press Release
    • You can include a press release on a current hot product or new service launch to provide a possible angle for the media.
    • Press Clippings
    • Copies of recent media coverage
    Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com 14
  • 17. Where we’ll be
    • July 27th - Meridian Business Center, Frisco, TX
    • July 28th - Waco Convention Center, Waco, TX
    • July 29 - Temple Convention Center, Temple, TX
    • Find out more at www.hlmediapartners.com
    • Be sure to join us on July 7th for the Social Media series:
    • With Heather Lytle
    Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com Cyndy Hoenig [email_address] .com Twitter: @cyndyhoenig Facebook: Facebook.com/hlmediapartners Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com