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Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
Writing an effective news release 11 2-11.pptx
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Writing an effective news release 11 2-11.pptx

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  • One piece of content in your marketing arsenal
  • “ Today we are thinking out of the box in leveraging a portfolio of organic, sustainable cloud computing solutions that enhance your company brand, while demonstrating thought leadership and exemplifying your dedication to corporate social responsibility.” 
  • Build relationships with media Most importantly, should be used as part of an ongoing PR program – regular outreach is needed to build relationships and continue to keep your brand, product, organization in the news
  • Transcript

    • 1. Writing An Effective News Release November 2, 2011
    • 2. Agenda <ul><li>What It Is </li></ul><ul><li>Why We Need Them </li></ul><ul><li>How to Write Them </li></ul><ul><li>When to Use Them </li></ul><ul><li>Where to Use Them </li></ul>
    • 3. What? <ul><li>“ A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy.” - Wikipedia </li></ul><ul><li>The goal - attract attention to a company or organization </li></ul>
    • 4. Why? <ul><li>Gold Standard - it’s what media expect </li></ul><ul><li>All the basics in one place, making it easy for the media to do their job </li></ul><ul><li>When media ask for “additional information,” you’re ready </li></ul><ul><li>Delivers key messages the way you want them </li></ul><ul><li>Helps internally as well </li></ul><ul><li>Helps get all your information organized in one place </li></ul>
    • 5. <ul><li>Template </li></ul><ul><li>FOR IMMEDIATE RELEASE </li></ul><ul><li>Media contact information  — name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person </li></ul><ul><li>Headline  — used to grab the attention of journalists and briefly summarize the news. </li></ul><ul><li>Dateline  — contains the release date and usually the originating city of the press release. </li></ul><ul><li>Introduction/Lede  — first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why </li></ul><ul><li>Body </li></ul><ul><li>Further explanation </li></ul><ul><li>Benefits – why your product or service is unique </li></ul><ul><li>Statistics </li></ul><ul><li>Background </li></ul><ul><li>Other details relevant to the news. </li></ul><ul><li>Quotes </li></ul><ul><li>Boilerplate  — generally a short &quot;about&quot; section, providing independent background on the issuing company, organization, or individual. </li></ul><ul><li>Close  —“###&quot; is often used to indicate the release has ended. In other countries, other means of indicating the end of the release may be used, such as the text &quot;ends&quot;. </li></ul>
    • 6. Before You Begin <ul><li>What does the reader of your press release need to know? </li></ul><ul><li>What will this news mean to the average reader of the release or media story? </li></ul><ul><li>Is a news release the best way to send this information? </li></ul><ul><li>Do you need to gather more information or interview anyone? </li></ul>
    • 7. Headlines & Ledes <ul><li>Work a local angle </li></ul><ul><li>Tie into current events or holidays </li></ul><ul><li>Focus on the unusual </li></ul><ul><li>Tie to a trend or research </li></ul><ul><li>Be creative! </li></ul>
    • 8. Acquisition Lifts Balloon Advertising Company to Southeast’s Largest <ul><li>GAINESVILLE, Ga. — The legions of Godzillas, King-Kongs and giant two-headed aliens just got bigger.  </li></ul><ul><li>Advertising Innovations, a promotions company specializing in mega-balloon inflatables, has announced its acquisition of Rooftop Balloons Advertising of Marietta, Ga. Together, the two operations pump up in size to become the largest on-site balloon advertising firm in the Southeast and among the top in the United States.  </li></ul><ul><li>“ You can’t miss seeing our giant balloons — and now, I guess you can say the same goes for our company,” said W. Don Hall, chief executive officer of Jones & Hall Ventures, the parent company for Advertising Innovations.  </li></ul>
    • 9. Writing <ul><li>Write in inverted pyramid style </li></ul><ul><li>First paragraph should answer the 5Ws </li></ul><ul><li>Be brief and to the point </li></ul><ul><li>Avoid jargon, buzzwords </li></ul><ul><li>Use realistic quotes </li></ul><ul><li>Be timely </li></ul><ul><li>Write in the third person </li></ul><ul><li>Provide numbers, statistics whenever you can </li></ul><ul><li>Answer why </li></ul><ul><li>Use your SEO words – within reason </li></ul><ul><li>Avoid being too salesy – press releases are not ads </li></ul>
    • 10. When? <ul><li>Events </li></ul><ul><li>Promotions </li></ul><ul><li>Awards </li></ul><ul><li>New products </li></ul><ul><li>New services </li></ul><ul><li>Sales and financial data </li></ul><ul><li>Accomplishments </li></ul>
    • 11. Where? <ul><li>Send to the media </li></ul><ul><li>Post to your Web site/newsroom (RSS feed?) </li></ul><ul><li>Link on Facebook </li></ul><ul><li>Link on Twitter </li></ul><ul><li>Post to Linked In </li></ul><ul><li>Send internally (board, staff) </li></ul><ul><li>Link to articles that are published as a result </li></ul><ul><li>Send via the wire (helps with SEO) </li></ul>
    • 12. For more information <ul><li>Tiffany Townsend Fessler </li></ul><ul><li>Morton Vardeman & Carlson </li></ul><ul><li>770-536-8921 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.linkedin.com/tiffanyfessler </li></ul><ul><li>www.twitter.com/tfessler </li></ul><ul><li>Skype: tfessler </li></ul>

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