Writing and Distributing Press Releases

Transcription

1 Writing and Distributing Press Releases By: Sara Crocker Colorado Bar Association Denver, Colorado Francine Walker The Florida Bar Tallahassee, Florida Presented at: ACLEA 48 th Annual Meeting July 28-31, 2012 Denver, Colorado

2 S ara Crocker Colorado Bar Association Denver, CO Sara Crocker is a communications specialist for the Colorado and Denver Bar Associations. She serves as editor for the Denver Bar Association's official member publication, The Docket, handles media requests and public relations for the bar associations, and manages a blog aimed at solo and small firm attorneys, Solo in Colo. Prior to joining the bar associations, Sara worked at various daily and weekly newspapers across the state, largely covering city and county news. Francine Andia Walker The Florida Bar Tallahassee, FL FRANCINE ANDIA WALKER, APR, CPRC, is director of Public Information and Bar Services for The Florida Bar in Tallahassee. She has 31 years of experience in communications and public relations. A native of Jacksonville, Walker graduated from Episcopal High School in 1977 and received a Bachelor of Science in Journalism from the University of Florida in After college she held several positions in hospital and association public relations in Jacksonville. In 1996, she relocated to Tallahassee with the Florida Medical Association as Vice President of Communications, Education and Meeting Services. She joined The Florida Bar in February Nationally accredited in public relations (APR), Walker is also a Certified Public Relations Counselor (CPRC). She has held leadership roles in the Public Relations Society of America/North Florida Chapter and in the Florida Public Relations Association, and has also been active in Leadership Tallahassee, the Junior League and many non profit/charitable organizations. She is a former chair of the Communications Section of the National Association of Bar Executives (NABE), has chaired many section committees, and has served as a speaker for numerous NABE educational programs. At The Florida Bar, Walker works closely with leadership on strategic communications and is responsible for media relations, consumer awareness programs, law related education, the voluntary bar liaison program and the Web site: Walker is a founding member of St. Peter's Anglican Church, Tallahassee. She enjoys reading, boating and spending lots of time with her grandson, Buddy, who will be a year old in August.

3 + Press Releases: Writing and Delivery Sara Crocker Communications Specialist, Colorado and Denver Bar Associations + The Purpose of the Press Release As your organization s public relations specialist, you have to balance the wants of your organization with the needs of your local media.

4 + Play by the Newsroom Rules The same qualities of news articles apply for releases: Timeliness Relevance Uniqueness Impact or Helpfulness Know your audience This means getting to know the editors and producers of your local media and being in touch with the interests and values of your local community. Be aware of how your local media prefer to get press releases and what kind of format is best. + Play by the Newsroom Rules Photo by Victoria Peckham Write like a pro You writing style should match that of a member of a newsroom. That means using AP Style, having strong grammar and punctuation and good organization. Be concise Don t exceed two pages.

5 + The Anatomy of a Press Release Essentials of a press release from top to bottom: Heading Release date Contact information Headline Dateline Lead Body Boilerplate + Heading Anatomy of a Press Release Display your organization s name and/or logo.

6 + Release Date Anatomy of a Press Release Be aware of a publication s deadline for print, especially if you re targeting your release to a non-daily media organization. For immediate release vs. an embargoed release. + Contact Information Anatomy of a Press Release The contact for the press release should be a member of your communications team, but you can also include any other staffer or member who is involved with the topic of the release (assuming they can speak on behalf of the organization. Contact information should include: The contact s name and title Phone number (consider adding a cellphone if it is for an event and you will be away from your desk

7 + Headline Anatomy of a Press Release Use the headline as your focus statement it can be a guideline for your lead (first paragraph) of your release. Formatting note: Bold the headline, increase it about two points larger than your body font and only uppercase the first word and any proper names + Dateline Anatomy of a Press Release The dateline is the city of origin of the press release; generally, this is your organization s headquarters. Formatting note: The city should be in all caps. Follow AP style to determine whether the city name should be followed by a state abbreviation.

8 + The Lead Anatomy of a Press Release This is the first paragraph of your press release, and the most important. The hard-news lead: Address who, what, where, and when Don t simply restate your headline + The Lead Anatomy of a Press Release Feature lead This may be an anecdote or narrative to illustrate the topic of the press release. These can be effective, but be sure to immediately follow with key information.

9 + Body Anatomy of a Press Release Introduce key points and illustrate why the information in this press release matters to the audience you are targeting. Quotes Provide a voice to your topic by including a quote from a member or staffer of the organization. Be concise Write short, tight paragraphs. + Boilerplate Anatomy of a Press Release This is your about us section. A short paragraph that explains who your organization is and what you do. When appropriate, include the boilerplate of any subgroups of your organization or other partners who are involved with the topic your press release is addressing. Remember to keep this information relevant to your audience. Note the end of the release: ### or -30- is appropriate.

10 + Enhance Your Press Release Multimedia Fact Sheet Media Kit Formatting note: If you can limit attachments, do so. With many reporters on the go, more and more are checking their from their smartphones, which may only appear in text or may not be able to download large s with lots of multimedia attachments. + Multimedia Enhance Your Press Release Photos Headshots Action shots The dreaded grip and grin Video Use as a way to provide further information outside what is addressed in the press release. The Power of Links Place links where appropriate within the release. Link to photos and videos to avoid bulky s or errors with embedded media.

11 + Fact Sheet Enhance Your Press Release Use it as a venue to highlight unique information about the organization or the topic of the press release and to answer who, what, where, when and why in a more in-depth format. Again, be sure you provide additional information; don t just restate what s in your release. Limit to one page. No time for a fact sheet? Use the organization of the 5 Ws to organize your thoughts for your press release. + Media Kit Enhance Your Press Release A media kit is best used to promote a product or event. Items to include: A cover letter state what information you re sharing and what is included in the kit News release first item to include after the cover letter Fact sheet Background this could be a feature or other information that gives further insight to your topic. Story ideas provide some opportunities for the media; keeping in mind their areas of interest. Be sure to vet these stories first. The product Formatting note: In the past these were largely mailed but you can also create a digital portfolio and offer to provide the editor or producer with the product on request.

12 + Distribution Target your audience Personal follow-up Mass distribution and PR newswires + Target Your Audience Distribution Know your local media Determine what media outlets would best share your information with the audience you are looking to reach. Make contact with editors and producers in your area before you have to pitch something to understand their organization s interests and the best ways to get your message out to their audience.

13 + Personal Follow-up Distribution If you have time, follow up with a phone call or personal after you d sent a press release even better, try to reach out to those reporters before you send a press release so they have a head s up. + Mass Distribution and PR Newswires Distribution There are times when your press release will appeal to a broad audience and you may want to spread to word to as many people as possible. You may decide to send to all of your media contacts. Try to avoid spamming the media. If you are short on time or are still building your media contacts, consider working with a PR newswire. This is a paid service, but removes the guess work and ensures distribution to media targeted by geography, diversity or topic.

14 + Let s Talk Further Sara Crocker, Communications Specialist Colorado and Denver Bar Associations or scrocker@cobar.org Looking for examples? Visit: or

15 Writing & Distributing Press Releases: Next Steps 48 th ACLEA Annual Meeting July 28-31, 2012 Francine A. Walker, Presenter Media Relations Establishing an ongoing relationship with a reporter, editor or media outlet in order to proactively and reactively provide factual information of importance to the public.

16 Publicity Proactively seeking positive recognition for products, services, features and achievements. Interviews:When a reporter calls Who is the reporter and what type of publication does he/she work for? When and where will the story appear? What s the angle of the story? Who else is being interviewed? What is the deadline for your response? WHO are you speaking FOR?

17 Interviews: Dos and Don ts DO be honest, likeable, confident. DO be prepared and unrushed. DO use notes or talking points. DO use the organization s name repeatedly (avoid saying we ). DO speak in headlines conclusion first, then facts. DO use plain language when possible. Interviews: Dos and Don ts DON T let incorrect facts or figures stand uncorrected. DON T show anger or be defensive. DON T repeat negative language. DON T answer a question you can t explain why instead. DON T say no comment (see above) DON T guess or speculate.

18 Interviews: Best practices When you finish answering a reporter s question, STOP. Interviews: On camera Starts moment you introduce yourself, ends after you part company. Talk to the interviewer, not the camera lens. Speak and gesture naturally. Smile when appropriate. Offer a business card.

19 Interviews: On camera Suits/dresses grey, brown, dark blue, rich beige Avoid striped, pronounced checks and sharply contrasting patterns. Shirts/blouses sold, off-white or pastel. Ties solid colored or with VERY simple patterns. Jewelry small and simple. Interviews: Follow-up If facts are correct or article is good let the reporter know by phone call or . If facts are incorrect, contact the reporter and ask for a clarification or correction. If the article is one-sided or leaves out important information, write a letter to the editor or an op-ed.

20 PR Self-help advice reporters unless you have something to offer on BREAKING news. You can ask in the if it s ok to call. Send announcements to the Business and Calendar sections (as directed) of the local paper. Train your staff to be helpful and responsive. PR Self-help advice Use the Miracle on 34 th Street philosophy. Offer assistance even if you will not be interviewed or quoted.

21 Closing thoughts Consume media. Media relations is a long-term, giveand-take commitment. Don t throw stones, because you may get nuked in response. The 4-way Test of Rotary International. Rotary s Four-Way Test Is it the TRUTH? Is it FAIR to all concerned? Will it build GOODWILL and BETTER FRIENDSHIPS? Will it be BENEFICIAL to all concerned?