PRESS RELEASE

L 11

Ing. Jiří Šnajdar 2014

PRESS RELEASE

Press Releases - Business, organizational or personal news intended for the Media.

Press releases are best suited for our Targeted Media and Wire Service Distribution.

A press release is a written communication that signify to report on an event, circumstance or occurrence by a third party, and is provided to the news media for the purpose of promotion.

Business, organizational or personal press releases are different from a news article in that a news article is a compilation of facts developed by journalists and then published as news content within a given media outlet.

A press release, on the other hand, is designed to be sent to journalists and or media outlets (newspapers, magazines, broadcasters, etc.) in order to encourage them to develop news articles on the subject.

A press release is generally biased toward the objectives of the press release’s author and is most often viewed as raw materials by the media when creating news content.

Since the advent of the Internet the lines between “news” as compared to a press release are getting blurred, but the purpose of a press release, within its related format, is to reach out to the media to get them to report on your particular message, with secondary “direct to readership” benefits associated with overall Internet based publicity.

The Press Release Format

You must report in the “third person”. Just like a news release, a press release content to report on an event, circumstance or occurrence by a third party. When writing a news release, be a reporter and report on yourself or your business.

Third Person Example:

“According to John Doe, the next version of Webster’s Dictionary will include two new slang terms that were identified in his research as being part of …”.

Press releases are most effective when they are under 500 words, generally two to three paragraphs, preceded by a clear and attention grabbing headline.

Remember, this content is intended to be used by the media, so be accurate and reasonably detailed.

Headline Be creative and keep it to one sentence.

Capitalize the first letter of all words but do not use all upper case letters. Exclamation marks (“!”) conveys that your release is advertising, not news, and it’s the credibility of news that generates the good publicity.

Paragraph 1

Physical location (country, state, city), Month, Day, Year - Begin with a strong introductory paragraph that captures the reader’s attention and contains the information most relevant to your message such as the “Five W's” of (W)ho, (W)hat, (W)hen, (W)here, and (W)hy, when applicable.

This paragraph should summarize the News Release such that if it was the only part seen by a reader, it would tell your entire message, and it should include a hook to get your audience interested in reading more.

Paragraph 2, 3, 4, …

These paragraphs should contain more detailed important information, and make up the body of the release.

Pick up with the information provided in your first paragraph, including quotes from key staff, customers or subject matter experts.

Make sure you use correct grammar so as not to affect your credibility negatively.

As for content, make sure to keep in mind that you are writing a press release to grab the attention of the media. It is very important to maintain factual accuracy, make sure you are cleared to use quotes or information about businesses, and most importantly have an angle that will appeal to journalists (often by connecting your release to current events or issues).

Effective releases usually utilize a strategy known as the inverted pyramid, which is written with the most important information and quotes first.

Try to keep the press release to fewer than 500 words total. Remember, concise and to the point works best.

The body of your release should be more than one paragraph. The final paragraph should restate and summarize the key points of your release.

Provide avenues for the reader to obtain additional information, demos, samples, etc., and it is important to Internet links. WebWire provides special data submission fields for company/agency name, contact, telephone, email address, website location, etc. and other online connections .

Include trademark acknowledgments, product or event timelines, availability, logistics, etc. in paragraph form.

Background information about the company featured in the release, if appropriate, as well as any applicable safe harbor statement or denial.

Include contact information about the release (name, title, email, telephone, etc.) within the appropriate online form.

Make sure it is the person who can answer questions about the release.

“Four Ps of Marketing”; Product, Price, Place and Promotion

This one part of the marketing mix, press release distribution, does not guarantee that your release will get utilized by the media.

Press release submissions are part of a process, and as such, should be viewed as a complement to other marketing efforts such as advertising, search engine optimization, live publicity, etc.

Always keep in mind that a press release should be short, to the point, and contain only the significant details that would attract the attention of media professionals.

Remember, you are courting editors, journalists, or TV producers-not consumers. They're not looking for fancy formatting and they certainly aren't hoping to be impressed by a writer's expansive vocabulary.

Press releases are usually no more than one or two pages long and contain complete media contact information, a headline, dateline, the body of the press release.

If it were easy to write a press release, there would be no need for press release writing services, press release writing articles, books, and newsletters. Press release writing is definitely not easy.

What is a press release?

How is a press release used?

What is the proper press release format?

What should I put in my press release?

Before you write a word, remember this:

The reporter isn't interested in helping you make money or driving visitors to your site.

He's looking for a story that will be interesting to his readers and pleasing to his editor. He could care less about your great selection, super customer service and commitment to quality. He wants to know only the info that will help him craft a good story.

Take your ego out of it. Take your natural inclination to sell, out of it. Look at your story with a cold, objective eye.

State your most exciting news, finding or announcement in as few words as possible. Emulate the headlines you see in the newspaper every day.

Of course, this is the first-place winner in the "easier said than done"Olympics.

Most of us are too tied-up in our own world to really look at our businesses objectively and come up with a newsworthy story angle that can lead to free publicity.

Being able to separate real news about your company from promotional puffery

Being able to deliver a sharp story angle that will be of real interest to the news reading or viewing publicBeing able to deliver this angle in a professional, courteous way.

Reporters.....you are providing something that helps make their job easier -- that is, a really good story. 

When you design your public relations campaign, develop your angles, develop your media materials and begin contacting the press, always think: "What can I do at this step that will make this more useful to a journalist?" That means: developing story angles from a reporter's perspective, not a business owner's conducting yourself in a manner free of hype, clichés and puffery; Using proper etiquette when contacting a reporter or editor. Developing an Angle 

What does it mean to "develop a story angle from a reporter's perspective"?

Step away from your business. View it as a reporter looking for an interesting story. Remember, he's looking for a story that will satisfy his editor and his readers. He's not interested in promoting you, only in crafting a story.

Here are some "etiquette" secrets that can help you effectively work with journalists in generating bushels of free press..... 

 

Don't call to "see if they got your release." Journalists hate this.

Plan your call around their deadlines. Most papers are morning editions.

Start by saying something like, "Hi Ms. Smith, my name's Bill Jones and I have a story suggestion you might find interesting. Is this a good time for you?" Joan will reply "yes"-…

Your courtesy will be greatly appreciated by the journalist...which can only help your chances.  

 

You understand what a press release is

You know why you need a press release

You know what press releases do

You know when you should prepare a press release

You know how to prepare a press release  

 

You know which information to include in a press release

You understand the format and technical guidelines for a press release

You know how to get your press release out to the media

You know which methods to use to get your press release out  

 

HOW DO YOU GET YOUR PRESS RELEASE OUT TO THE MEDIA?

The following are methods you may want to try to get your group covered by the media.

Extensive mailing lists are the key to good media coverage. You may be able to get a media guide from your local public relations association which will list all media and appropriate reporters in the area. Organizations you work with may also be able to provide you with contacts.

 

 

Never send a release to more than one person at the same newspaper

The Associated Press, United Press, CZ PO, Reuters International wire services both put out complete listings of upcoming events to all their television, radio and print media subscribers. You can telephone your release in without mailing a release, if necessary.

You can do this as late as 12 hours before the event.

 

 

As with many things in life, timing is crucial when sending your press release.

Three to five days in advance is usually the right amount of time to ensure the editors can put someone on your story.

Mailing a release too early is just as bad as mailing it too late – it will be put aside and forgotten.  

 

Because people aren’t perfect, telephone everyone to whom you sent releases to increase your chances of getting covered.

Call your personal contacts and reporters you have worked with in the past in advance so they have more time to be free to cover you.

When you follow up with the reporter, be sure to include any last minute news that was not added in your release.