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Press Release Writing Workshop
- 1. Meagan Garrett Marketing and CommunicationsManager, ASU SkySong
- 2. First, define“Effective”: ◦ What will make this a successful release? ◦ How will you know it was effective? By knowing you met your purpose and reached your audience. Second, define purpose: ◦ Why the heck are you writing this release anyway? Third, define audience: ◦ To whom are you speaking? ◦ Why? ◦ How? ◦ What do you want them to do about it?
- 3. Proper Formatting ◦For Immediate Release, Date ◦ Place ◦ Logo ◦ Typically 2 Standards Based on location of the organization’s contact info Headline: MOST important part of the release ◦ Your hook, catch the reader’s attention ◦ Tips: Never repeat words Include name of organization (ALWAYS) Make bold, impactful statements
- 4. Byline (orSub-headline) ◦ Additional information to add to headline ◦ Expands and gives more detail about what the release is about ◦ Linear, each piece is designed to keep reader engaged and wanting to know more ◦ Don’t repeat words from the headline, if possible Lead/First paragraph (5 W’s) ◦ Second most important part of the release ◦ MUST include the 5 W’s and compel reader to read more Who What When Where Why
- 5. Body ◦ 3-10additional paragraphs depending on scope ◦ What does the body include? Human element, quote The “why” or SWF of the release Facts, what statistically backs what you are saying Not always relevant or needed Call to action For the audience the journalist writes to, not the journalist ◦ Inverted Pyramid Descending importance the further from the lead paragraph Essential for editing and getting journalist pick up
- 6. Wrap up/conclusion ◦Impact statements ◦ More info Link to website for organization Tied to call to action Contact info ◦ Organization’s media rep ◦ Startup owner Boiler plates ◦ Name of company again with website link ◦ Short (3-6 sentence) paragraph about your company ◦ Key words!
- 7. Company description ◦Who are you ◦ What do you do ◦ Why is that important ◦ Other key information ◦ Only place jargon is OK ◦ Write for SEO here Use key words that are specific to your industry and organization
- 8. Entrepreneurship andInnovation Group Any from the audience?
- 9. Media Alerts,how are they different ◦ Call to action is for media, not their audience ◦ 5 W’s usually called out in format Written as an invitation ◦ Inviting them usually to an event to cover it ◦ Includes specific opportunities for media Photo ops Speakers to interview B-roll opportunities SWF, what is really cool?
- 11. Mass distributionservices ◦ Allow you to format, include photos, videos, etc ◦ Allow you to schedule distribution ◦ Larger Corporations PR Web PR Newswire Tend to be more expensive
- 12. Distribution servicesfor startups or smaller companies ◦ Typically less expensive ◦ Possibly not as customizable ◦ Services http://new.pitchengine.com/ http://muckrack.com/pros http://www.50states.com/news/arizona.htm http://www.wired.com/about/staff_publishing/ http://www.startupbooster.com/ http://www.nytco.com/press/press_contact.html http://www.free-press-release.com/ http://www.pressking.com/
- 13. Media contactlists ◦ Personal, positive supporters that you or the media rep has build good connections with ◦ Specific to the content to the release Not every release is applicable to every audience Integrated into your social media efforts ◦ Once the PR is live, link to it on your SM accounts ◦ Tweet it and Linked in/Facebook post it to journalists and key players in your industry that you are connected to ◦ Ask your brand evangelists to share it on your behalf
- 14. Avoid jargon Tell your audience what they want to hear, NOT what you want to tell them Sell benefits, not features ◦ Where possible ◦ Industry constraints Do accuracy checks If more parties/organizations than you are involved, send for approvals Tell your story