Media Relations and New Media

Technology (2011/10)

Lecture 5

Press release is not a PR strategy

Developed and Presented by

Roy Ying, Msc., B.Comm.

Note: Pictures used in this power point file

is for academic Purpose only

DA010 - Professional Diploma in Public Relations - COMM6024EP

Table of Content

• Proper presentation of Press Releases

• Before and after issuing the press releases

• Misconceptions of press releases’effectiveness

• Elements in a PR plan

Class:

• Which 4 questions you should ask yourself when writing a press release?

Class:

• Which 4 questions you should ask yourself when writing a press release?

Why standardized format?

• Journalist receive so many press releases a day. They have set standards and expectations that you must conform to.

• If your press release is printed ‘as is’, without changing even one word, then you know you have conformed to the journalistic standards of that particular medium.

Checklist

• Company Letterhead, Name, Address, Phone Number, Web Address

• PRESS RELEASE in all caps

• Contact Person’s Name

• Immediate Release or Release Date(all caps)

• HEADLINE or TITLE in BOLD/CAPS

• BODY-Date/City-who,what,when,where and why.

• Catchy text

• Sum it up…

• Basic Font, Double Spaced, Page Numbers, and End

• Action Plan/Calendar

Press Release Writing Tip # 1: Keep It

Short.

It is best to keep a press release short and to

the point. Most are about 500 words,

which gives you enough room to write

everything necessary.

Press Release Writing Tip # 2: Write It

Yourself.

It is not that difficult to write press releases.

You can outsource it to an agency, but it’s

you who have to feel comfortable with the

way it’s written before it’s released to the

media.

Press Release Writing Tip # 3: Write A Captivating Headline.

The headline should be a grabber that makes the reader want more. It should be bolded and the font used should be bigger than

the body.

Remember to use the keywords that you want the search engines to pick up right in the title, while keeping the spark in it.

Press Release Writing Tip # 4: Get The Reader Hooked.

You have one or two sentences to get the reader hooked and reading the rest of the press release,

or you will lose him.

Heavy use of adjectives and a sales tone will turn off any reader that is looking for newsworthy information about the topic, but try to insert your keywords strategically throughout the

article.

Press Release Writing Tip # 5: Keep The

Sales Out Of It.

Make sure that the press release doesn't

come across as a sales pitch. It must be

written as a news story. It can contain a

link to a site that has been set up to market

a product, but the release itself cannot have

a sales tone to it.

Press Release Writing Tip # 6: Use

Factual Statements.

In order to retain credibility, you must

include factual statements that can be

verified. Reporters look for these

statements in a press release.

Press Release Writing Tip # 7: Make It Stand Out.

Writing a press release does not have to mean that it is completely boring. Look at what you have to present, and then think about it from different angles. What can you add to this press release that will make it shine above the rest and be picked by

major news sources?

Class Discussion

• Writing press release is a technical skill

• What’s more important is the management decision in wanting to issue a press release.

• What should go on the minds of the PR practitioner before, and after issue the release?

Let’s take MTR as an example

Before writing a press release

• What should be your consideration?

• What should you prepare?

• What’s your objectives?

• What resources do you need?

• What facts do you need to check?

• How do you sign off the release?

After the press release

• What do you do with it?

• What kind of follow up?

• How do you prepare for media enquiry?

• How to prepare your media spokespersons if case of interview requests?

• How to capture media reporting?

• How to measure effectiveness against your objectives?

Misconceptions of press releases

• Writing a press release is not part of a PR strategy. It is only one of the many tools in communicating your corporate news to the media.

• Simply issuing a press release is not the answer to your publicity problem. In fact, if you only issue a release incorrectly or without any follow-up, you will bring more damages than good to your company.

Common complaints of PR

• It’s too expensive

– Yes, it can be, but it can also be very

inexpensive (if not free of charge). Let’s look

at where is the biggest cost.

• Writing the release?

• Distributing the release?

• Following up with media?

• Can you do it yourself?

• How difficult is it?

Common complaints of PR

• No one covered my story

– Yes, most releases are not covered by media,

but let’s look at why.

• Did the release carry any news worthy information?

• Was the release written in the right format?

• Did the release reach the right journalists?

• How did you plan your release

Elements in a PR plan• Media• Press Kits (Print and Electronic)• Develop Media Lists• Press Releases• Announcements• Feature story releases• Webcasts• Media Training• Becoming a source• Letters to the Editor• Press conferences• Media tours• Press Clipping Services• Writing a Column

•Special Events•Trade Shows•Speech Writing•Photography•Audio Tapes•Internet Monitoring•Community Meetings•Specialized Fact Sheets•Quarterly Newsletters•Annual Reports•Community Calendar Listings•PR Campaign Measurement•Crisis Management