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DARYA A. BUSHMAKIN, MBAFacebook / Twitter / LinkedIn / Pinterest / Instagram / Video Resume / Website / Slideshare
(603) 689 – 4513 / [email protected]
PRESS RELEASES
Answer FollowingWho What When Where Why
Mistakes Never issue a press release in advance of receiving a new project, contract or executed business
deal. Make sure news is a reality by waiting until paper is inked by both parties and in file. Premature or withdrawn press releases cause huge credibility gaps.
Tips Add contact information. Articles should be as up-beat and positive as possible. Avoid jargon, cliché words (happy, proud, pleased, and thrilled), specialized technical terms,
hyperboles. Batch similar tasks across all projects so that can be done around same time. Be complete and up front. Begin with most important material and add supporting material. Deal with actual facts (events, products, services, people, targets, goals, plans, projects). Delegate what you don't need to and improve on time management. Double check for errors and have numbers. Don't have a personal email that is weird like [email protected]. Anything that is nickname or
vulgar will most likely end in trash. Don’t forget graphics (i.e. infographics). Engage audience early, prior to vote or ruling. Extract important keywords. Focus on one idea, on readers and message. Have news. If you don’t know keywords, research them at services such as Google
(https://adwords.google.com) or Wordtracker (http://www.Wordtracker.com). You’ll get an idea of relative popularity of terms and a better idea about how to optimize release.
Include a call to action in release, a quote and information about company, links and keywords Keep it short, simple, clear, succinct and to point. Length of a press release should be no more
than three pages. Between 300-800 words and no more than one link per 100 words. Keep jargon and industry language to a minimum, but use it when necessary. Keep important stats and facts to 100-140 characters or less. Optimize for keywords. Package material in a way that makes it easy for media to breeze through and understand. Place boilerplate right above # # #'s.
DARYA A. BUSHMAKIN, MBAFacebook / Twitter / LinkedIn / Pinterest / Instagram / Video Resume / Website / Slideshare
(603) 689 – 4513 / [email protected] Start with a compelling, attention-grabbing, even jaw-dropping lead, and then follow it up with
all relevant details and key message as early as possible, date and city in which press release is originated, company and uses introduces, which is just another form of announces.
Update it frequently. Write a subhead or summary to help search engine placement. Consistent messaging and branding elements. Product roadmap. Don't be afraid of previewing a story.
Press Kits Compilation of information for media, bloggers, or anyone who wants more background, details,
photos or graphics of you or company.o A bookleto A price catalogueo A sample article
Press Release Diagram Lead: first paragraph The main point of announcement (one or two sentences) Expanded lead: second paragraph More details and benefits (one to two sentences) Quote: third paragraph Expression of an opinion Body of release
Headlines Make headline short. Unless company is well-known, not use company name in headline. Use short words, one syllable if possible. Write headline at end, after rest of release is written.
Subheads Subheads are remarkably useful tools, yet usually overlooked by press release writers. Basically,
press release subhead gives you opportunity to flesh out angle and further hook reporter, without stepping on drama of press release headline.
Use different words from headline. Explain story in one sentence. Use sentence capitalization without a period. Keep subhead short. American Press Institute recommends keeping it under 14 words.
Question Ideas What is announcement?
DARYA A. BUSHMAKIN, MBAFacebook / Twitter / LinkedIn / Pinterest / Instagram / Video Resume / Website / Slideshare
(603) 689 – 4513 / [email protected] Who is audience? Why should audience care? What you want people to know? What you want people to do? What does product or service do? What are its main features and benefits? What are its strengths and weaknesses? How is it different? When is it available? How much does it cost?
Helpful Resources How to Write a Press Release - http://www.wikihow.com/Write-a-Press-Release How to Write a Great Press Release: A Sample Press Release Template -
http://www.publicityinsider.com/release.asp How to Write a Press Release - http://www.inc.com/guides/2010/09/how-to-write-a-press-
release.html Dig Deeper: Power of Press Releases for Small Businesses -
http://www.inc.com/marla-tabaka/2009/01/the_power_of_press_releases_fo.html How to Write a Press Release - http://www.businesswire.com/portal/site/home/how-to-write-
press-release/ How to write a Press Release - http://www.lunareclipse.net/pressrelease.htm Optimizing Press Releases: SEO is Now About Natural Writing, Social Sharing & Interesting
Content - http://www.prnewswire.com/knowledge-center/online-public-relations/Press-Release-SEO--Writing-Press-Releases-Effectively-for-Search-Engines.html
The Killer News Release (Part 4): More on Headlines - http://communicationsplus.net/category/public-relations-pr-publicity/page/6/
The Press Release Vol. 2 – Engaging Audience - http://taftandpartners.com/blogs/chris-cavanaugh/2012/02/15/the-press-release-vol-2-engaging-your-audience
Mapping Reach of Content Distributed by PR Newswire - http://blog.prnewswire.com/tag/press-release/
The difference between a press release and a press kit, http://publicityhound.net/the-difference-between-a-press-release-and-a-press-kit/
MEDIA RELATIONS CHECKLIST: THE STARTUP LAUNCH - http://techcocktail.com/media-relations-startup-launch-2012-08
Media Relations: Shaping the Story -- Part 2 - http://www.govloop.com/profiles/blogs/media-relations-shping-the-story-part-2
