Press Release Workshop - How to Write Press Releases that Pack Punch
by Newsmaker
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Do you understand how to write a press release that really delivers what journalists want? These slides on the topic of press release writing show you how powerful a press release can be and how you ...
Do you understand how to write a press release that really delivers what journalists want? These slides on the topic of press release writing show you how powerful a press release can be and how you can use it to improve media relations and get more media coverage. It includes a useful press release template.
When Adelaide software developer NetStart launched the world’s first system for managing and displaying menus on an iPAD, they sent out a Press Release using the Newsmaker (www.newsmaker.com.au) press release service, and Swayve Newsrooms (www.swayve.com.au ) – this package provided targeted distribution to a media list of journalists; social media distribution; and online media monitoring.
This simple press release resulted in not only PR coverage but business success, according to MenuPAD’s developer, NetStart Managing Director Jock Gordon. Within minutes of hitting “submit” the phone started ringing.
Based on media coverage across all media in which Mr Gordon was directly quoted, the young entrepreneur received hundreds of phone calls from potential customers asking him to customise the interactive menu system for hospitality venues – from the Middle East through to a significant restaurant chain owner, who has since become a major investor.
How did they succeed?
MENUPAD had the hallmarks of a great story
The story focused on one single launch event.
iPADs are sexy.
It was a world first.
There was an example of Menupad being used In a well known restaurant.
There were visual and news hooks.
You need to decide the single focus of your press release. Don’t clutter your Press Release with too many angles and ideas. Keep it simple. Keep it relevant to your target journalists and their readers, viewers or listeners.
Journalists want something NEW – that’s why it’s called NEWS!
This often means riding the wave of a story that’s already trending. In some cases, you might get media coverage solely featuring you, or you may be part of a larger article on the topic.
The goal of a journalist and blogger is not to reprint your press releases – it’s to engage readers and get more views, listeners, readers and subscribers. Write your press release so that the journalist can pick up the core of the story and run with it. Something boring certainly won’t entertain the readers, so why would they write about it? Make sure you have summed up why they should run the story in the Subject Line, Headline and first paragraph.
Be careful with our use of gimmicks – they can result in your being the butt of many an online forum’s jokes for months to come.
When a journalist is on a deadline, they need to get the story done on time. Give your direct contact details and make sure you are around to answer questions.
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Michael Wonosaputro
