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Pub355: Press Releases Review
- 1. what’s up next Agenda for Today Nov 25: • 20 min. prep for presentations • Measuring Success • 5–10 min. presentations • Review for in-class test Hear about a case study • Work on Draft 3 Understand tool use/how to adapt Incorporate 1 tool into plan Dec 2: • Press Release review • In-class test • Draft 3 review Dec 9: READINGS • Draft 3 due Friends w/Benefits Chapter 6: Measuring Success 99–114. Olivier Blanchard Basics of Social Media ROI http://www.slideshare.net/thebrandbuilder/olivier- blanchard-basics-of-social-media-roi Top 10 Facebook Pages and Why They’re Successful http://www.socialmediaexaminer.com/top-10- facebook-pages/ Monique Trottier @BoxcarMarketing
- 2. Social Media Case Studies by Monique Trottier monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
- 3. Press Release Checklist Headlines: Body: • A Headline Should Appear in Title Case • Body content is on-topic and delivers on the • Capitalize Every Word Except Prepositions promise established in the Headline and Articles • Lead paragraph is 25 words or less • Aim for 60-170 characters • Aim for 300-800 words • ALL CAPS FOR EMPHASIS SHOULD BE • ALL CAPS FOR EMPHASIS SHOULD BE AVOIDED. AVOIDED. • Include relevant keyword phrases • Include relevant keyword phrases (but avoid • Articulate the content of the press release spammy repetition) • Provide a good hook (a reason to keep • Content is focused on a core message (not reading) trying to cram in 3-4 ideas) • Include the company name • Include a link early on in the release Summary: Boilerplate Statement • A Summary should appear in sentence case. • Include the facts: company name, location, • Aim for 1-4 sentences what you do. • Include relevant keyword phrases • Include the “so what?”, or the positioning • Articulate the content of the press release statement: what is compelling about what • Provide a good hook (a reason to keep you do? Are you the 1st company to do it? reading) Does 80% of the market use your products? • Include the company name Remember a press release is no place for a sales pitch, but you can write a compelling, relevant boilerplate statement that helps reinforce the message you are trying to get across in your press release. monique@boxcarmarketing.com twitter: @boxcarmarketing
- 4. For Review 1. Summary and Lead can repeat themselves 2. Link comes after the Lead 3. Include pertinent details: date, time, location, tickets 4. Jennifer K. Chung 5. 3-Day Novel Contest 6. 33rd or 34 contest winner? 7. 2010 or 2011 winner? 8. Not a Seattle-only contest (International 3-Day Novel Contest) 9. Write a press release, not an article or blog post monique@boxcarmarketing.com twitter: @boxcarmarketing
- 5. Next Steps READINGS Friends w/Benefits Chapter 6: Measuring Success 99–114. Olivier Blanchard Basics of Social Media ROI http://www.slideshare.net/thebrandbuilder/olivier- blanchard-basics-of-social-media-roi Top 10 Facebook Pages and Why They’re Successful http://www.socialmediaexaminer.com/top-10-facebook- pages/ monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing