A quick tutorial on writing a press release, media advisory and PR etiquette when communicating with the Media!

1. The Art of Writing a Press Release/Media Advisory and Pitching the Media
Lauren Raguzin
PR/Marketing Communications Consultant
@laurenraguzin

2. Since one of the most fundamental and critical skills in PR is WRITING, follow these rules ALWAYS:
Fundamentals of Writing:
Also think before writing and most times you should not write how you speak!
Writing requires ideas, and ideas require thought.
Ideas must follow the following criteria:
Must relate to the reader
Engage reader’s attention
Must concern the reader
Must be in the reader’s interest

3. Jounalistic writing follows this and so should YOU as PR practitioner!
Questions you need to ask: Lead is most critical element usually answering the following questions
Who
What
Why
When
Where
How
4 Fundamentals of Writing:
Think before your write, you need idea before you can write anything
Drafts are important, don’t be afraid of drafting, clarity is Key!
Write Simply and Clarify, don’t use jargon, acronyms unless explained—Clarity!
Know your audience who you are writing for

4. Flesch Readability Formula
Rudolf Flesch (Vienna, 8 May 1911 – 5 October 1986) was an
Austrian-born naturalised American author (noted for his book)
Why Johnny Can't Read), and also a readability expert and writing
consultant who was a vigorous proponent of plain English in
the United States.[1] He created the Flesch Reading Ease test
and was co-creator of the Flesch-Kincaid readability test.
Flesch advocated use of phonics rather than sight reading,
to enable students to sound out unfamiliar words. (Wikipedia)
Flesh’s 7 Tips for Readable Writing:
Use contractions it’s; don’t; aren’t, etc.
Avoid using “that” when possible
Use pronouns as applicable
When referring to noun; repeat noun or use pronoun
Be brief, clear sentences (run on sentences BIG No-No)
Cover only 1 item/thought per paragraph
Always use “understandable” language (The Practice of Public Relations, Fraser P. Seitel, 12th Edition)

5. Journalistic writing style is Flesch’s approach in ACTION

6. Even in the 24/7 digital and social media age; The press release still remains as a primary Method/tool for PR practitioners:
When deciding on press release “news value” consider the following:
 Have a good reason for sending and drafting a press release
Focus on 1 central subject
Must, Must be NEWSWORTHY!
Include facts about product or service
Provide facts “factually”—no fluff or hyperbole
Don’t use jargon not commonly understood
Include quotes from company executives and third parties
Include a brief description of the company also known as “boilerplate” which always comes at end of release
In opening of release should have a sentence about company, business they are in, etc.
Dateline
Always write in Associated Press Style
Always write clearly, concisely and forcefully

7. Press Release Content:
 Always written in pyramid style
 Lead must answer Who? What? Where? When? Why?
 Always have “Lead Headline’
 Use “Secondary Headline” when applicable
 Dateline format in release follows Associated Press Style (the bible for PR professionals)
Date line examples:
Purchase, NY--December 7, 2014--
ATLANTA-- December 7, 2014--

8. New Release Essentials:
Rationale—What’s new? So what?
Focus—Should focus on 1 major message; can also support
another underlying message.
No-puffery---Reporters know “fluff” when they read it!
Quotes—Use them with a “relevant fact” or “opinion” always quantify when you
can! Avoid corporate “fluffy” non-news relevant quotes.
Boilerplate—Every news release MUST have one!!!
Spelling and Grammar---Proof, have someone else proof and proof again!

9. A media advisory is a short, concise communication sent out typically for an event.
It also follows the 5W rule: Who, What, Where, When and Why. In media advisory, order varies and Why is NOT always necessary but advised to include if ‘relevant’ and useful for reporter.
It’s generally used when targeting media to attend a specific event, webinar, online press conference or webcast.
When used for securing media attendance, the media advisory is particularly useful and preferred by broadcast media.
Broadcast media don’t usually place high value on press releases—
Media advisories should be used for special events with a special highlight, celebrity appearance, high profile keynote speaker, press conference, etc.
Template for Advisory: Keep to 1 page if possible! MEDIA ADVISORY For Immediate Release Contact Info: Headline WHO: WHAT: WHERE: WHEN: WHY: Media Contacts: Outline “incentive” meaning, Photo opptys, media interviews, Press briefing, etc.

10. Tips for a Good Media Advisory:
It should be brief and to the point.
It should contain a headline detailing the most important information.
It should include the five Ws.
It should include contact information for reporters to get more information for their pieces and the contact for covering/attendance.
Information you would like to be published if this is for a listing. Meaning website for directions, exact address including cross street and contact phone number if necessary to contact and speak with someone “live” not a recording or voicemail.
Great opportunity to entice “media to cover” and attend by offering a photo opportunity, interview with senior executives, URL for video streaming for post event viewing and reporting.

11. Social Media News Release – Separating Fact From Fiction
Due to the increasingly social and sharing nature of the web and the increasing importance of press releases as direct to consumer communication tools, it is important for marketers and public relations professionals to adjust their message format and delivery to correspond with the needs of today’s web savvy audience.
Another motivator for using social media with news releases is that editorial resources at many publications are running thinner than ever and expected to do more with less. Social media press releases provide links to additional resources that are helpful for story research and they also package information into formats that are easy to use for quotes and citing references/statistics. Images, audio and video also add impact to the release. (Lee Odden, www.toprankmarketing.com)
A few examples of social media press releases:
With video (from Eric Ward) Anasoft Introduces an All New 3-D Screensaver Just in Time for Halloween
An interesting use of PRWeb Chevy Presents a Great Opportunity to U.S. College Students
And the one that started it all: SHIFT Communications Debuts First-Ever Template for “Social Media Press Release”

12. Most Frequently Used Press Release Distribution Wire services:
Most services are paid services; some minimal cost generally the cost is based on per word.
Most press releases should be written Tight/concise, use hyperlinks but “don’t blackbox.”
Average length of press release 500 words depending on geographic location;
A 500-word press release distributed nationally is $1,500-2,000. (pricing varies just an estimate.)
A 500-word release distributed in Los Angeles ONLY will be half of national distribution.
Adding video or images will add more costs, anywhere from $500-1,500.
 Usually, you are able to upload (1) image for free, again varies by provider.
Additional fees can apply if you target industry publications for ‘mass distribution.’
Value in Utilizing Wire Services:

13. When emailing releases to journalists follow these rules and rules for release format:
Links to PR Etiquette with Journalists:
PRSA
TopRankBlog
Cision
MotherofallPR Blog
Don’t send the same release to Multiple reporters; no mass distribution!
News Release: 500 words 5W Format Clarity, Grammar, Spelling
Subject header in
Email 4-6 words
Press release headlines— Try to limit to 10 words Bold and Large Font
No attachments; generally emails with attachments are deleted; spam— Really annoy reporters!
Editing critically important; rewrite, Proof, rewrite, check hyperlinks

14. Need some PR Counseling?
laurenraguzin@aol.com
@laurenraguzin
LinkedIn
I offer pro-bono counseling for non profit orgs
focused on hunger, domestic violence and homelessness.