Working with Traditional Media

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Tips and tricks for writing successful press releases.

Tips and tricks for writing successful press releases.

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  • 1. Working with Traditional Media
  • 2. Introduction
    Who doesn’t love free press? The following presentation gives you tips for writing a press release, the formal way businesses communicate with the media.
    This presentation also includes ideas as to when you should write a press release, distribution helpful hints and ideas that will increase the chances a reporter will pick up your story.
  • 3. Press Release Writing Tips
    Start strong: Your title and initial lines should briefly and directly convey what you want to say. Include the “who, what, where, when and why” in the lead of your press release. The remaining part of your press releaseshould include supporting facts and examples.
  • 4. Make it easy for the media: Some media agencies and journalists will grab your press release and carry it in their publications with slight editing or no alteration. The more information and details you include - the less work the media has to do.
    Press Release Writing Tips
  • 5. Press Release Writing Tips
    Think like the reader: Put yourself in the reader’s shoes. Would you want to read your press release?
    Just the facts: Support your story with real facts. If you pull facts from other sources, make sure you attribute them. Avoid fluff and add-ons.
    Press Release Writing Tips
  • 6. Press Release Writing Tips
    Make it relevant: Try to point out real examples to support the message you want to communicate. Show why your information is important and how it benefits the reader. If your release isn’t newsworthy, don’t expect anyone to read it.
    Press Release Writing Tips
  • 7. Press Release Writing Tips
    Get permission: Get written permission before including information or quotes from officials or associates of other companies/organizations
    Avoid industry jargon: if the reporter doesn’t understand it, they won’t print it. Don’t assume they’ll call you if they don’t understand what your release means
    Press Release Writing Tips
  • 8. Distributing Your Press Release
    Frequency – send multiple times. Don’t send when there is a catastrophe. Weather/major accidents always trump other stories.
    Send via email and fax.
    Call to see if the reporter got your press release.
  • 9. Distributing Your Press Release
    Don’t send your press release as an attachment. Busy reporters won’t take the time to open it—and if they’re using a Blackberry, they probably can’t open it.
    Meet their deadlines. They’ll go to press or air with or without you. Treat editors / news directors like important clients.
    Distributing Your Press Release
  • 10. Distributing Your Press Release
    Only submit a press release about a new product ONCE. An editor won’t publish the same press release three or four times in their publication.
    Distributing Your Press Release
  • 11. Good Occasions to send out a Press Release
    Events - (Please submit at least ten days before the event.)
    Grand openings
    Classes or workshops
    Announcing a contest
    Exhibiting at a trade show
    Holding a press conference to make an announcement
    Holding an annual meeting or conference
    Meetings open to public
    Demonstration of products, ‘test drive’ a product
    Speaking engagements
    Fund raisers
    Lecture or speech
    Party or celebration
    Recognition or awards ceremony
    Sign up to attend future event
  • 12. Post-Event Details
    Who was there?
    Announce award winners with photographs
    How successful was the event?
    Will you hold the event again next year, next month?
    Who will attend the event the next time you hold it?
    Comments from event participants
    Products and Services
    Introducing a new product or product line
    Introducing a new service
    Announce research that shows how your products work
    New location for offering your products or services
    Good Occasions to send out a Press Release
  • 13. Good Occasions to send out a Press Release
    Technology
    New technology being put in place
    New technology developed by your business
    New online technology service offered
    New business relationship
    Let the public know if you acquire a new account or client
    Announcing a new partnership
    Announcing a joint venture
    Announcing an award
    Won a prize
    Received funding
    Won a bid
    Won a grant
    Special community recognition earned
    Industry recognition
    Employee receives a scholarship
  • 14. Customers Satisfaction
    Customer service award
    Conduct a customer survey and report the results
    Customer satisfaction survey results from an independent company
    Reaching a significant customer service score or goal
    Compile findings from customer experiences and write a report
    Testimonials from customers
    Report good feedback on your social media page
    Reaching a significant goal
    Sales goal
    Funding goal
    Fund raising goal
    Customer performance goal
    Good Occasions to send out a Press Release
    Good Occasions to send out a Press Release
  • 15. Community activities
    Sponsor a sports team
    Make a contribution to a charity
    Create scholarship program
    Create a sports team with your employees
    Contributions towards a community event or activity
    Significant milestone
    Business Anniversary
    Business Birthday
    Research and development
    Pilot study underway
    Pilot study findings
    Outcome of research program or efforts
    Good Occasions to send out a Press Release
    Good Occasions to send out a Press Release
  • 16. Business announcements
    Planning an IPO
    Announcing quarterly results
    Changes in hours of operation
    Temporary service outage
    Change in service terms
    Publishing
    Publish a book, white paper or e-book
    New study, findings, industry insight
    Article published about your company
    Launching a campaign
    Marketing campaign in association with an agency
    Marketing campaign created in-house
    Fundraising campaign
    Good Occasions to send out a Press Release
    Good Occasions to send out a Press Release
  • 17. Special guest appearance or guest speaker at your business
    Celebrity
    Author
    Specialist
    Industry expert
    Designer
    Autograph signing
    Photo opportunity
    Employee announcements
    On-boarding a new employee, executive, notable individual
    Notable person will chair a committee
    Notable person will attend an event
    Notable person will speak at an event or conference
    Notable person will volunteer their time, join a board of directors, or create a charity
    Company employee quoted in article or web article
    Employee will be featured on television, radio or podcast show
    Employee promotions
    Good Occasions to send out a Press Release
    Good Occasions to send out a Press Release
  • 18. JP Shaw
    Account Executive, Central Penn Business Journal
    jp@journalpub.com
     717-236-4300 x301
    Presented By