Read My Press Release! Writing Effective Press Releases for Print, Social and Online Media

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Presented by Geo A. Ropert, APR, President of Ropert Communications Group
Why is it some organizations get a lot of media coverage and some don’t? How you develop, write, format, and distribute your press release has a lot to do with it. From standard grammar and sentence structure, to writing for a particular audience, and from using the right keywords and the links, photos and videos you include, there’s more to a press release than just a headline; though a good one of those won’t hurt.

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Read My Press Release! Writing Effective Press Releases for Print, Social and Online Media

  1. 1. Read my press release!<br />Writing Effective Press Releases for Print, Electronic, and Social Media<br />Geo A. Ropert, APR<br />President, Ropert Communications Group<br />
  2. 2. Have an attention-grabbing headline.<br />Are written in a professional style.<br />Contain the five Ws.<br />Include contact information.<br />All Good Press Releases…<br />
  3. 3. Have an Attention Grabbing headline with keywords.<br />Include all pertinent information in the first paragraph.<br />Are written to appeal to target audiences and media.<br />Are written in the third person.<br />Don’t contain superfluous language or descriptions.<br />Really Good Press Releases…<br />
  4. 4. Reverse Pyramid – General to a point.<br />Writing Theory<br />Intro - Overview<br />Supporting Info<br />Details<br />
  5. 5. If you’re not proficient in writing, become.<br />This includes sentence structure and appropriate grammar. A lack of skill in this area will show and not reflect well on your employer or client.<br />Learn to write well for both traditional/electronic and social media.<br />Blending the media - How it’s written hasn’t changed much but how it’s read is a different story.<br />Writing Theory<br />
  6. 6. Crying ‘Wolf’<br />New product, service, location, etc.<br />New staff and promotions<br />Special Events<br />Crisis Management<br />What’s News – What’s Not<br />
  7. 7. Know your target audiences, including media publications, writers, readers, etc.<br />Give your story lead time, when you can.<br />Get your story out immediately, when necessary.<br />Respect deadlines, writers’ time.<br />In Today’s Media World…<br />
  8. 8. Give writers, reporters, and editors everything they could ask for:<br />Anticipate questions and include answers<br />Include photos, videos, web links, etc.<br />Include detailed contact information, including cell phone.<br />Be available when the media needs you – they’re working on deadline.<br />In Today’s Media World…<br />
  9. 9. Identify keywords and use them in your headline and story.<br />Include anchors/links - not too many.<br />Include photos or videos.<br />Link back to your website, blog, etc.<br />Electronic Media<br />
  10. 10. Thousands of stories calling each reader.<br />Strong headline (60-85 characters) for:<br />Regular readers <br />Search engines<br />Socially driven sites<br />Keywords.<br />Social Media<br />
  11. 11. Opening that makes a reader want to click your link.<br />Asking a question<br />Sharing an anecdote<br />Invoking the mind’s eye<br />Use an analogy, metaphor, or simile<br />Cite a shocking statistic<br />Keep “conversation” in mind – write for a response or “two-way” communication.<br />Social Media<br />
  12. 12. www. digg.com<br />www.delicious.com<br />www.reddit.com<br />Google AdWords<br />Social Media Links<br />
  13. 13. Read my press release!<br />Writing Effective Press Releases for Print, Electronic, and Social Media<br />Geo A. Ropert, APR<br />President, Ropert Communications Group<br />Phone: (321) 473-4520<br />Email: garopert@earthlink.net<br />

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