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


  • 1. Writing An Effective News Release November 2, 2011
  • 2. Agenda
    • What It Is
    • Why We Need Them
    • How to Write Them
    • When to Use Them
    • Where to Use Them
  • 3. What?
    • “ 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
    • The goal - attract attention to a company or organization
  • 4. Why?
    • Gold Standard - it’s what media expect
    • All the basics in one place, making it easy for the media to do their job
    • When media ask for “additional information,” you’re ready
    • Delivers key messages the way you want them
    • Helps internally as well
    • Helps get all your information organized in one place
  • 5.
    • Template
    • Media contact information  — name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person
    • Headline  — used to grab the attention of journalists and briefly summarize the news.
    • Dateline  — contains the release date and usually the originating city of the press release.
    • Introduction/Lede  — first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why
    • Body
    • Further explanation
    • Benefits – why your product or service is unique
    • Statistics
    • Background
    • Other details relevant to the news.
    • Quotes
    • Boilerplate  — generally a short "about" section, providing independent background on the issuing company, organization, or individual.
    • Close  —“###" 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 "ends".
  • 6. Before You Begin
    • What does the reader of your press release need to know?
    • What will this news mean to the average reader of the release or media story?
    • Is a news release the best way to send this information?
    • Do you need to gather more information or interview anyone?
  • 7. Headlines & Ledes
    • Work a local angle
    • Tie into current events or holidays
    • Focus on the unusual
    • Tie to a trend or research
    • Be creative!
  • 8. Acquisition Lifts Balloon Advertising Company to Southeast’s Largest
    • GAINESVILLE, Ga. — The legions of Godzillas, King-Kongs and giant two-headed aliens just got bigger. 
    • 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. 
    • “ 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. 
  • 9. Writing
    • Write in inverted pyramid style
    • First paragraph should answer the 5Ws
    • Be brief and to the point
    • Avoid jargon, buzzwords
    • Use realistic quotes
    • Be timely
    • Write in the third person
    • Provide numbers, statistics whenever you can
    • Answer why
    • Use your SEO words – within reason
    • Avoid being too salesy – press releases are not ads
  • 10. When?
    • Events
    • Promotions
    • Awards
    • New products
    • New services
    • Sales and financial data
    • Accomplishments
  • 11. Where?
    • Send to the media
    • Post to your Web site/newsroom (RSS feed?)
    • Link on Facebook
    • Link on Twitter
    • Post to Linked In
    • Send internally (board, staff)
    • Link to articles that are published as a result
    • Send via the wire (helps with SEO)
  • 12. For more information
    • Tiffany Townsend Fessler
    • Morton Vardeman & Carlson
    • 770-536-8921
    • [email_address]
    • www.linkedin.com/tiffanyfessler
    • www.twitter.com/tfessler
    • Skype: tfessler