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PR and how to write a press release


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This is a short presentation given at a seminar organised by Business in the Community in Craigavon Industrial Development Organisation on 8th December 2011.

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PR and how to write a press release

  1. 1. LyndaWillis
  2. 2. “Public relations is concerned with the management of relationships between organisations and their publics.” Bruning and LedinghamPublics – more than one?
  3. 3. GeneralCommercial Financial Publics Authority The Media Internal
  4. 4.  Press relations - press releases, press conferences, press briefings Events – social events, AGM, factory tours Publications – annual report, magazines, DVDs, brochures, books, website Corporate identity Internal – staff magazines, staff conferences, staff DVDs
  5. 5. Advertising PR Credibility Low High Cost High Low Control Medium LowWith PR, a company does not paythe newspapers and TV channelsfor the media exposure it secures.Its this third-party endorsementthat gives PR its power andcredibility
  6. 6.  Broadcast - TV & Radio Print - Newspapers (national, regional and local) & Magazines Online –
  7. 7. Belfast Telegraph : 59,319 ; -11.9%Irish News : 43,647 ; -4.1%Sunday Life : 55,067 ; -14.1%News Letter : 23,492 ; -3.5%Banbridge Chronicle : 4,354 ; -12.7%Lurgan Mail : 7,045 ; -5.8%Mid Ulster Mail : 8,360 ; -5.5%Newry Reporter : 11,877 ; -7.1%Portadown Times : 9,210 ; -4.8%Ulster Star : 7,774 ; -6.8%Audit Bureau of Circulation – Aug 2011NB Newspaper website traffic is increasing! Readership = circulation x 3
  8. 8.  Male/female Age Socio-economic group Geographical location Interests
  9. 9.  Become a guru – free advice article solving current problems. New or unusual Controversial Insight on a hot media topic Won a major contract Community involvement Anniversary eg first year in business New personnel New/renovated premises Awards Spoken at an event eg seminar
  10. 10.  Rachel Brown (Need a Cake, Reading) launched an offer via Groupon – 12 cupcakes for £6.50, which normally cost £26. 8,500 deals sold. Lost £3 per batch as she had to hire in extra staff. She hit the national
  11. 11. For immediate release: date Or Embargoed until: dateHeadline – attention-grabbing1. Summarise the story who, what, where, when and why. Key information in this paragraph2. More details to flesh out the story3. Quote from someone in your company4. Quote from someone else eg a happy customer or industry expert5. End with a call to action – date of event, website/phone number for more detailsNotes to Editor – brief notes about the companyContact Details – email address and telephone numberPhotograph – relevant and interesting image (with caption)
  12. 12.  First the picture. Then the caption. Then the headline. Finally the start of the story. If the introduction is poor, we move on! Pictures are the hook – words and pictures are needed to maximise chances of story being used!
  13. 13.  It doesn’t have to be You can do a lot yourself PR experts – some large Belfast agencies or freelancers
  14. 14. Belfast Telegraph – 16th May 2011
  15. 15.  Belfast Telegraph – 30/6/11
  16. 16.  Belfast Telegraph (half page) – £600 x2 News Letter - £125 x2 Portadown Times (half page) - £459 Total Value = £1909
  17. 17.  Created awareness with potential new customers Maintained visibility with existing customers Promoted a positive imageEvaluationTelephone enquiriesIncreased traffic to website
  18. 18. 1. Know your target audience2. Pick your media – national press, regional press, local press, trade press, radio, TV, magazines, online3. Pick your journalist4. Build a relationship with the journalist5. Keep your press release short and to the point6. Send your press release in the body of an email
  19. 19. 7. Follow up your release8. Pick your time to ring journalists – think about their deadlines9. If the journalist isn’t interested in your story, ask why10. Don’t be put off11. Interesting photos may generate more media interest12. If the story is used, thank the journalist
  20. 20. Lynda Willis028 9265 1525/07773