Press Releases

What is a Press Release?

• Press releases get your organization’s news out to the world

• It’s an objective, straightforward, unbiased news story

• Written as if you were a journalist

Why Write a Press Release?

• Third party credibility

• Build public interest

• Repetition is always good

• Explain the org.’s position on major issues

• Keep the record straight

• Helps build good media relations

• Helps in SEO

Who Gets the Press Release?

• Pitch your release strategically– Pitch to section editors– Pitch to reporters familiar with your

organization or its competitors– Pitch to publications or blogs where you see

stories like yours– Look at media directories – Select filters on PRwire or Businesswire

What Are the Different Kinds of Press Releases?

1. Announcement releases

2. “Created news” releases

3. Spot news releases

4. Response releases

5. Bad-news releases

What’s News?

• News values: (TIPCUP)– Timeliness – Impact– Prominence– Conflict– Unusualness– Proximity

Why are Press Releases Rejected?

• Poor writing• Incompleteness• Inaccuracy• Poor timing• Little local content• No reader interest• They contain no news• Too promotional

What Makes a Good Press Release?

• Write in a simple style.• Use short sentences and paragraphs • Use common words.• Localize the news release• Serve the editor’s audience

What Makes a Good Press Release?

Focus your news release on one of the 4 topics that editors like best:

1. Consumer information

2. Upcoming event

3. Interesting research

4. A timely issue

How Do You Write a Press Release?

1. The Lead– Provides the most important, compelling

information about your story

– 1st paragraph (sometimes 2nd too)

– Try to give the who-what-when-where-why-how all in the first sentence or paragraph if possible

– Make sure it can be read clearly

– Make sure it grabs the reader’s interest

– Make sure it gives a quick indication of why the release is important

How Do You Write a Good Press Release?

2. The Body: – Amplify and elaborate on each element discussed in

the lead, give all the details– Mix in quotes from organization representatives– Anticipate and answer questions– Don’t try to sell your organization– Leave editorializing for quotations– Don’t assume the reader knows anything about your

organization– Write in plain English– Don’t make it too long (one to two pages max)

How Do You Write a Good Press Release?

3. The Boilerplate (A.K.A. The End): • The organization’s name• The organization’s purpose• Summary of what the organization does• The number and location of stores or branches• Description of products and services• The URL of its website

Formatting Press Releases

• datelines

• -more-

• The boilerplate

• ###

• See handouts

Optimizing Press Releases

• Start at the top – (headline, tease, lead)– Feature keywords and the meat of the story up top

• Include links– Your organization’s website, blog, social media

pages

• Add videos, images, audio to generate links• See SEO for press releases example and tip

sheet on eLearning

How Do You Distribute a Press Release?

• Distribution services– PRNewswire– Businesswire

• Email – Email specific editors or writers– Email bloggers– Email newsletter editors– Email website editors

• Your organization’s website• Announce it on Twitter and Facebook• Think about timing!

Let’s Try Some Leads

Lead Scenario 1

• There is a fire currently burning out-of-control at Nucor. The fire threatens to destroy the plant, but all employees are safe. Nucor is currently waiting to see how much the fire department can save.

Let’s Try Some Leads

Lead Scenario 2

• The FAA just compiled the number of flights, mileage, and total passengers carried last year and is releasing a report on these numbers. This year, Delta saw a 25% increase in passengers, more than any other airline.

Let’s Try Some Leads

Lead Scenario 3

• On February 24th, Dell will release a new laptop that can project 3-D images on its screen. The computer will cost only $2,000 and there are already 6,000 people on the waiting list to receive their computers.

Let’s Try Some Leads

Lead Scenario 4• You represent General Mills, recently, a woman

made an accusation that she found a toe in a box of General Mills cereal. Your organization tracked the production of her particular box of cereal and found that it was impossible for a toe to get into her Cocoa Puffs. Still, to be sure, General Mills will shut down the factory for a day to completely sterilize the equipment and train employees on workplace safety.