Tips and tricks for press releases and press lists

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Presentation given at Barcamp Antwerp in March 2010 - http://www.barcampantwerpen.org/

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Tips and tricks for press releases and press lists

  1. Press releases & press lists Barcamp Antwerpen 2010
  2. Me <ul><li>@goedles </li></ul><ul><li>Communicatiemannen .be </li></ul>
  3. Structure <ul><li>The inversed triangle </li></ul>Intro: 5 w’s + how Title - short but comprehensive, striking Subtitle Quotes - detailed info Background information
  4. Always ... <ul><li>... Add press release at the top </li></ul><ul><li>... Put the title in the subject field </li></ul><ul><li>... Put contacts in bcc </li></ul><ul><li>... Mention place and date in the intro </li></ul><ul><li>... Mention contact details at the end </li></ul><ul><li>... Add a link where pictures can be downloaded </li></ul><ul><li>... Add the text in pdf as attachment </li></ul>
  5. Never ... <ul><li>... Add large attachments </li></ul><ul><li>... Write in 2nd person, “you can ...” </li></ul><ul><li>... Be too commercial </li></ul>
  6. Avoid ... <ul><li>.... Blablabla </li></ul><ul><ul><li>Copy - paste </li></ul></ul><ul><ul><li>KISS: K eep I t S imple and S hort </li></ul></ul><ul><li>... Passive tense </li></ul><ul><li>... Jargon </li></ul><ul><li>... ‘Useless’ press releases </li></ul>
  7. Terminology <ul><li>“ Elevator pitch” </li></ul><ul><li>Short, to the point text with key messages </li></ul><ul><li>“ Boilerplate” </li></ul><ul><li>Short background text at the end of a press release </li></ul><ul><ul><li>About Barcamp </li></ul></ul><ul><ul><li>BarCamp is an international network of user generated conferences (or unconferences) </li></ul></ul><ul><ul><li>open, participatory workshop-events, whose content is provided by participants about </li></ul></ul><ul><ul><li>various topics, such as open source, applications, health care and political organizing. </li></ul></ul>
  8. <ul><li>Press Release </li></ul><ul><li>Title </li></ul><ul><li>Subtitle </li></ul><ul><li>Place, date - Who what where why when how intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro intro </li></ul><ul><li>Quote xxxx: “More on who and why and how” </li></ul><ul><li>Information on where and when </li></ul><ul><li>Background information . </li></ul><ul><li>- end - </li></ul><ul><li>Boilerplate </li></ul><ul><li>Download visuals in high resolutions here: </li></ul><ul><li>Watch a movie about here: </li></ul><ul><li>Journalists, for more information, please contact: </li></ul>
  9. Press lists <ul><li>Imagine the articles you want to see: </li></ul><ul><li>Where would you read it? </li></ul><ul><li>What would be the angle? </li></ul><ul><li>Target group? </li></ul><ul><li>Topic? </li></ul><ul><li>Define media </li></ul><ul><li>Define the right journalists to contact </li></ul><ul><li>Possible: one news fact, two press releases </li></ul>
  10. Press lists <ul><li>General e-mail addresses </li></ul><ul><ul><li>Journalists aren’t always at their desk </li></ul></ul><ul><li>Direct e-mail addresses </li></ul><ul><ul><li>Journalists specialize </li></ul></ul>
  11. More <ul><li>http://www. communicatiemannen .be/2009/04/08/het-persbericht-33-dos-en-donts/ </li></ul>Questions?

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