Press release lecture
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Press release lecture

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Press release lecture Press release lecture Presentation Transcript

  • Press releases
    • effective press releases
    • how not to write bin material
  • Effective Press Release
    • … today we will…
      • … refresh some fond memories…
      • … see why it is important to write decent press releases…
      • … look at some bad press releases…
      • … to learn how to write good ones…
  • Effective Press Release
    • … what’s a press release?
      • “ Is a pseudo news story, written in third person, that demonstrates to an editor or reporter the newsworthiness of a particular person, event, service or product.”
    • - publicityinsider.com
  • Effective Press Release
    • … some harsh truths: what journalists think
    • (why you should hate journalists – part 1)
      • “ Too many PR people don’t know the difference between news and advertising..”
      • “ Why don’t PRs READ our publication first?”
      • “ PR people should target their material more selectively and try to write more for individual publications.”
  • Effective Press Release
    • … some harsh truths: what journalists think
    • (why you should hate journalists – part 2)…
    • … they bin 9 of 10 press releases…
      • … according to a study in the US, which surveyed 123 daily newspapers; reported by IABC News…
      • … chief reasons were…
        • … lack of local or regional tie-in (not newsworthy)…
        • … advertising puffery…
        • … too long and cumbersome…
        • … arrived too late…
  • Effective Press Release
    • … some harsh truths: what journalists think
    • (why you should hate journalists – part 2)…
    • … in Britain the Eds aren’t that mean…
      • … they bin only 8 of 10 releases…
  • Effective Press Release
    • …some more harsh truths
    • (why you should hate journalists – part 3)…
      • 1) Journalists don’t care about helping you…
      • 2) Journalists are hassled all day by PR people and they're pretty much sick of it…
      • 3) Journalists don't care about your website, your book, your products or your life story, unless...
    • … You are providing something that helps make their job easier -- that is, a really GOOD STORY
  • Effective Press Release
    • Think like a reporter…
      • … develop story ‘angles’ from a journalist’s perspective… not a business-owner’s…
      • … in other words, make your release newsworthy…
        • … figure out what is special/new/unusual/interesting about the product/event/whatever you are promoting…
        • … then highlight that…
  • Effective Press Release
    • Think like a reporter…
    • … if your client wants to push his new product XYZ, which is an improvement on the old XYY, how will you go about finding a news angle?
      • … ask what XYZ can do that XYY can’t
      • … is it cheaper? lighter? faster?
      • … will it be launched by Britney Spears?
  • Effective Press Release WHAT DO YOU NEED ON THE PAGE? The structure of the press release……. Effective Press Release
  • Effective Press Release
    • … write it right: headlines…
      • … keep it short…
      • … keep it simple…
        • … just the central idea, nothing more please…
      • … use short words…
        • …‘ cut’ for ‘reduce’, for instance, ‘live’ for ‘reside’, ‘food’ for ‘sustenance’, ‘job’ for ‘employment’…
      • … put ‘action’ words…
        • … words that show activity. Eg: ‘opens’, ‘launches’…
  • Effective Press Release
    • … how to NOT write headlines…
      • … Braindead launches new product XYZ after phenomenal success of XYY for better sleep…
      • … try:
      • … Braindead launches enhanced sleeping pill…
      • … Cheryl to launch Braindead pill…
      • … or even…
      • … Cheryl goes on new pill (for tabloid)…
  • Effective Press Release
    • … how to not write headlines…
      • The world’s best sleeping tablet is here!
      • The King of Coma returns!
    • Remember, this is not an advert. So cut out the fluff
  • Effective Press Release
    • … write like a reporter…
      • … your headline and first paragraph should tell the story (inverted pyramid is the best bet)…
      • Remember the who, what, where, when
      • Try to be fresh and avoid cliche
      • … write ‘active’, not ‘passive’…
  • Effective Press Release
    • write like a reporter…
      • stick to facts…
      • avoid hype phrases…
        • …‘ breakthrough’, ‘unique’, ‘state-of-the-art’…
      • write from a journalist’s perspective…
        • … never use ‘I’ or ‘We’ unless it is in a quote…
      • keep it short…
        • … three pages: uh-uh!. Two pages: Okay. One page: GOOD…
  • Effective Press Release … how to not write a lead… Offering 15-second transmission speed, an easy-to-read liquid crystal display and a 5-page automatic document feeder, Sharp Electronics Corporation recently introduced two new low-end facsimile models that boast a number of features not usually found in comparably priced units. The UX-101 and UX-111 facsimiles have now joined Sharp’s successful line-up of personal home office facsimiles. The Sharp Electronics Corporation has launched two low-end facsimile models with features that are not found in comparably priced units. The UX-101 and UX-111 offer 15-second transmission speed, and a five-page automatic feeder.
  • … how to not write a lead… Dignity in Dying launches groundbreaking new advance decision Dignity in Dying, the leading organisation campaigning for greater patient choice at the end of life, has launched a groundbreaking new advance decision (the new name for living wills). The Dignity in Dying Pro-Choice Advance Decision will be released on October 1st - the same date that the Mental Capacity Act comes into force, making advance decisions statutory. The new Pro-Choice Advance Decision, which has been approved by top lawyers, adheres to the main purpose of making an advance decision: that patients can refuse treatment in the case of a loss of mental capacity, even if it results in the shortening of life.
  • Effective Press Release … last word “a news release should be like a piece of plain wood which others can cut, shape, polish, paint or use as they wish. The cutting, shaping, polishing, painting or special use must not be pre-empted by the sender…”
  • Check out the following
    • http://www.journalism.co.uk/press-releases
    • Press releases on the ‘media’ section of good company websites eg BBC.
    • http://www.responsesource.com