Wi Write news, not a sales pitch Sales pitches get deleted Read an article in the newspaper before you begin to get the tone to strive for Include:

Transcription

1 PRESS RELEASES 101

2 Convert Sales Pitch to News Wi Write news, not a sales pitch Sales pitches get deleted Read an article in the newspaper before you begin to get the tone to strive for Include: Who, what, when, where, why, and how

3 Quote People This is where you can put your salesperson hat on Ask an authoritative person if you can quote them Save them some time by suggesting a quote

4 3 rd Person Wi Write in the 3 rd person Go back and get rid of all I s and you s

5 Format FOR IMMEDIATE RELEASE Company Info Headline in sentence case (optional subhead) City, State, Date Then the introduction (should contain all important info, inverted pyramid) Body of Press Release About <Company>, Boilerplate Contact Links for hi res photos/graphics END or ### Word count

6 Human Nature No one cares People are lazy People are stupid Most important idea.

7 Human Nature This evening at about 9:30 p.m. at Ford's Theatre, the President, while sitting in his private box with Mrs. Lincoln, Mrs. Harris and Major Rathburn, was shot by an assassin, who suddenly entered the box and approached behind the President. The assassin then leaped upon the stage, brandishing a large dagger or knife, and made his escape in the rear of the theatre. The pistol ball entered the back of the President's head and penetrated nearly through the head. The wound is mortal. The President has been insensible ever since it was inflicted, and is now dying. About the same hour an assassin, whether the same or not, entered Mr. Seward s apartment and under pretense of having a prescription was shown to the Secretary s sick chamber. The assassin immediately rushed to the bed and inflicted two or three stabs on the chest and two on the face. It is hoped the wounds may not be mortal. My apprehension is that they will prove fatal. The nurse alarmed Mr. Frederick Seward, who was in an adjoining room, and he hastened to the door of his father s room, when he met the assassin, who inflicted upon him one or more dangerous wounds. The recovery of Frederick Seward is doubtful. It is not probable that the President will live through the night. General Grant and his wife were advertised to be at the theatre... New York Herald, April 15, 1865

8 Human Nature This evening at about 9:30 p.m. at Ford's Theatre, the President, while sitting in his private box with Mrs. Lincoln, Mrs. Harris and Mj Major Rathburn, was shot by an assassin, who suddenly entered the box and approached behind the President. Who, when, where, what and how are addressed in the first paragraph. As the article continues, the less important details are presented

9 The Enterprise Sverre Bkk Bakke Who, what, when, where, why. And maybe how. Microsoft Word is okay, even better. Community Oriented

10 The Goldendale Sentinel Lou Marzeles learn the difference between a "bulletin board" notice and a news story; write for a news story.

11 The Goldendale Sentinel Who has more time to spend on your press materials, you or the journalist? Learn how to write for a journalist; do their work for them.

12 The Goldendale Sentinel They love that, because it's so rare and makes it so easy for them to use a story. It greatly increases the likelihood of getting press. In my experience, if a journalist has to choose a really interesting features story that needs a lot of rewrite work and a little less interesting ti story that's already ready to use, more often than not they'll go with the ready to use one.

13 The Goldendale Sentinel And journalists come to look forward to releases from the (extremely) few people who know how to write them, so it builds relationships automatically.

14 The Goldendale Sentinel I think I can count on one hand the number of items I've received that would quality as true press releases. I guarantee that doing press releases properly will result in increased press for anyone. Lou Marzeles Editor & Publisher The Goldendale Sentinel

15 SEO Search Engine Optimization i i Quote a website source to get the site address in the article NO: To buy lots of my stuff, visit YES: According to the average something is about four and a half years or other.

16 Do something newsworthy Front Page Coverage

17 Do something newsworthy

18 Brainstorm Newsworthy Ideas Jot down on your pad all the ideas you come up with for a press release. What do people need to know about your product/service? What would be newsworthy; not a sales pitch?

19 Format , not an attachment Attachments require work

20 Create a web page for images Images should be hi resolution i Newpapers print at 85 dpi (dots per inch) Magazines print at 300 dpi So if you want an image to print at 3 wide, the image needs to be 900 pixels wide. List the web page address at the bottom of your press release.

21 wheeleez.com/media

22 Use vector images for logos Bitmap Vector

23 Follow Up Follow up with ih a call Develop a relationship with editors/writers

24 Do Lunch Lunch Comp them something Don t be a stranger

25 5 minutes Tk i i li f Take 5 minutes to write an outline for a press release.

26 Distribution

27 For More Info Avery Pickard Executive Director Scott See J. Hammock & Associates, LLC jha.bz