Ensuring a hit with your press release

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A presentation on how to write a great press release and pitch it to media / bloggers. The presentation focuses on different aspects of a press release, media, journalists, type of story, journalists behavior patterns and client expectations.

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Ensuring a hit with your press release

  1. 1. Who is the Journalist you are targeting for your Press Release?
  2. 2.      Malathy Iyar Malati Iyyer Malti Iyer Malaty Aiyar Maalathi Aiyer Always get the spelling right and yes, the designation too.
  3. 3.  Journalists work in a hierarchy just like other professions. Know who ‘writes’ the story, who ‘edits’ it, who decides ‘where’ and ‘how’ to put the story and who ‘decides’ whether to put it in the publication or carry it in a bulletin.
  4. 4.  Your Journalists’ problems are also those of yours. Lack of space, time, dullness, lethargy, confusion are all real as much for the journalist as for you. Try to understand the why and the how of a situation then get to solving the problem or getting round it.
  5. 5.  PR fills the gap between the ‘source’ of a story and a Journalist. In that sense you are the source of the story for a journalist. Build good rapport and a working relationship with the Journalist.
  6. 6. NEVER try controlling a Journalist, stopping a story, pushing a story, insisting on coverage.
  7. 7. ALWAYS expect the impact, the effect, the outcome of a story and then try to hedge round it.
  8. 8.  Every Journalist is equally important — whether he is a big name or not. All journalists start small. Today's insignificant hack could be tomorrow's high-flying media personality — and he will remember the people who treated him well in his 'small' days. 9
  9. 9. Nothing is as irritating as an excited young voice saying, "I'm calling to see if you got the press release we sent." Instead ask if there is something more, apart from the press release already sent, that you could offer to the journalist.
  10. 10. If two writers from the same publication contact you simultaneously don't ignore either. Different sections of a publication may tackle a topic from different perspectives.
  11. 11. Timing is all the more important. Don’t ever hold up a Journalist on deadlines. 
  12. 12.    Most reporters are in a tearing hurry and hate to do literature research. They don’t mind talking to people but ask them to read up and they won’t be very inclined. Journalists respect ‘sources’ of information more than information itself. All Journalism involves prioritizing events and presenting them. Not every story can go into the newspaper or channel, not every story makes it to the front page, not every story is ‘the’ story. So explain what makes your story ‘the’ story and do it quickly.
  13. 13. The last point A good Press Release is not one which is printed as it is. A good Press Release is one that generates another good story for the Journalist and more exposure for your client.
  14. 14. Press Release Bipasha’s fitness secret Revealed!!! Sugar Free Gold – your fitness partner Mumbai, 31st July, 2008: Do you often wonder if you could look as fit as Bipasha? Bipasha finally divulges her fitness secret – Sugar Free Gold. Cadila Healthcare Ltd, a leading pharmaceutical company, today, announced the appointment of Actress Bipasha Basu as its Brand Ambassador for its Brand Sugar Free Gold, leading brand of Sugar Substitute in India. Now, along with your daily exercise it is important to cut down on the unwanted calories of Sugar. Now, Sugar Free Gold is your fitness partner to bid adieu to those excess calories. On this association, Bipasha says, “Fitness is about 50 percent diet and 50 percent exercise. Sugar constitutes for the extra calories in our diet, TM which has no nutrititve value except for just empty About Sugar Free Gold calories. Hence when it comes to endorsing Sugar Low calorie sugar substitute: Free Gold – a sugar substitute, it comes very naturally Helps control Calories: to me as I myself use the product.” Elaborating on the association, Mr Anand Deo, Sr. Vice President – Consumer Division, Cadila Healthcare Ltd. said, “To enhance the growth in the category and given the health and fitness consciousness wave amongst the consumers, we wanted to associate with someone who is a fitness icon in our target segment” Good for Diabetes: Does Not Decay people with Promote Tooth Ideal for all table top applications like tea, coffee, lemonade, cereals etc. He further adds “There has to be Synergy between the celebrity and the Brand for both to benefit. Sugar Free Gold stands for day to day fitness and celebrity Bipasha Basu is herself fitness personified and hence the association.” Under the agreement Bipasha Basu will feature across all Sugar Free Gold communication, including advertisement on TV, outdoor, print, Radio and other media With lifestyle diseases emerging as the great challenges in urban India it has become imperative to alter and introduce products that provide healthy solutions to tackle these concerns. In the new communication, Bipasha encourages people to do exercise and support it with Sugar Free Gold and thus avoid unwanted calories of Sugar. Hence, emphasizing on day to day fitness. About Cadila Healthcare Ltd. Consumer Division: The Consumer Division of Zydus Cadila was envisioned to promote „healthy living‟ by anticipating emerging and day-to-day needs in dietetic/health foods and personal care by offering healthier choices to the consumer. Health and wellness have been identified as emerging opportunity areas in consumer healthcare and a key focus area for the business. The consumer division aims to empowe r individuals to take increasing responsibility for ones health by adopting healthy eating and lifestyles. The Division markets products TM under two major groups – the Sugar Free and the EverYuth range. The overall market size of the sugar substitute category is around Rs. 70 crores, wherein Sugar Free is the leader in the market with about 80% market share. For further information please contact: Moses @Imprimis Life PR # +91 98339 61636

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