+ Making Connections with the Media Writing Press Releases Margie Bohan, Dalhousie Writing Centre 2006
+ Seminar Objectives n Makeyou more aware of the role of the media in your career n Makeyou more comfortable with the primary avenue of contact with the media: the press release n Give you an opportunity to analyze one n Encourage you to come to the Writing Centre for support and encouragement (E-mail us when you are out in a practicum.)
+ The Media n What are your experiences with the media? n Why would you need to connect with the media in your professional role? n What do you hope to accomplish through the media? n What could you do to be successful in obtaining media coverage? n What is the media interested in?
+ The Media Industry n Newspapers – 24-48 hour turn-around but allow three weeks for researched stories n Magazines – two month lead time / seasonal significance n Television – often interested in local content for talk shows / ask for questions and prepare n Radio – same as television n Cable – cable shows feature local events / month lead time n Internet/intranet links – ezines, company sites – often looking for content – lead time varies, note demographics n Listservs, blogs – good for special interest groups, lead time short
+ The Press Release On the next four slides you will see a press release. As you read it think about the following: n 1. Structure – what do you see happening? n 2. Sign-posts for the readers – What kinds are being used? n 3. Language – What kind is used? n 4. Message – What needs to be said? n 5. You-attitude (language directed at the reader) – What makes this message easy for the reader to understand?
+ Dalhousie Partners on New Pain Product Wednesday, February 08, 2006 : Halifax, Nova Scotia Dalhousie University is pleased to announce that funding of $20,000.00 in support of Dr. Jana Sawynok’s pain research has been received as part of a license agreement between Dalhousie and Epitome Analgesics Inc. (Halifax, N.S.). To date Epitome and its sublicensee Epicept Corporation of Englewood Cliffs, New Jersey have made contributions to Dr. Sawynok’s research of $120,000.00. Original research in Dr. Sawynok’s laboratory laid a key building block for Epicept’s lead product EpiCept™ NP-1 Cream (amitriptyline 4% / ketamine 2%) for peripheral neuropathy and post-herpetic neuralgia. <-more->
+ Dalhousie Partners (page 2) Peripheral neuropathy is a medical condition caused by damage to the nerves in the peripheral nervous system. The peripheral nervous system includes nerves that run from the brain and spinal cord to the rest of the body. According to Datamonitor’s study “Stakeholder Insight: Neuropathic Pain” published in February 2004, peripheral neuropathy affects over 15 million people in the United States alone and is associated with conditions that injure peripheral nerves, including herpes zoster, or shingles, diabetes, HIV and AIDS and other diseases. It can also be caused by trauma or may result from surgical procedures. Peripheral neuropathy is usually first felt as tingling and numbness in the hands and feet. Symptoms can be experienced in many ways, including burning, shooting pain, throbbing or aching. Peripheral neuropathy can cause intense chronic pain that, in many instances, is debilitating. <-more->
+ Dalhousie Partners (page 3) Epicept has completed Phase II clinical trials and plans to commence Phase III pivotal trials in 2006, leading to FDA and worldwide approval of EpiCept™ NP-1. Dalhousie University, Dr. Sawynok and co-inventors are eligible to receive milestone and maintenance payments and royalties on future sales of EpiCept™ NP-1. This discovery and the potential of EpiCept™ NP-1 represent a great partnership between fundamental academic researchers and its industrial partners Epitome and Epicept, said Dr. Ronald E. Layden, Executive Director of Industry Liaison and Innovation at Dalhousie University. We are extremely pleased with our partnership and hope for great success from Epicept s development efforts for EpiCept™ NP-1. <-more->
+ Dalhousie Partners (page 4) About Dalhousie: Dalhousie is a comprehensive, research-intensive university with more than 15,500 students. In The Scientist magazine, it was recently named one of the best non-commercial places to work as a scientific researcher outside the United States. Media inquiries, contact: Ronald E. Layden, Ph.D., Executive Director, Industry Liaison and Innovation, Dalhousie University, ph: 902-494-3237, fax: 902-494-5189, email: firstname.lastname@example.org Andrew Munro, Epitome, ph: 902-492-1814, fax: 902-492-0013 <XXX>
+ Press Release Organization n FOR IMMEDIATE RELEASE n Contact: n Contact Person, Company Name, Telephone Number / Fax Number n E-mail address n Website n Headline n City, province, date – opening paragraph n (containing the who? what? when? where? why?) n Rest of the story – Make it an interesting story for the reader! Be visual. Give examples. Think of an unusual angle. Be grammatically correct and brief. Obtain approval for use of material or quotes. Give: n Information on product, service or event n Benefits n Uniqueness n Quotes (testimonials, comments)
+ Organization (cont) n More than one page: use < - more -> to indicate an additional page n Top of the second page: use shortened title (page 2) n Rest of the story n Give contact information after the last paragraph n Use < XXX > to indicate the end of the release n Adapted from www.press-releasewriting.com/press-release-template.htm and How to Write a Press Release on www.infoscavenger.com/prtips.htm.