PRESS RELEASE
L 11
Ing. Jiří Šnajdar
2013
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
purports 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, succinct 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
public
Being 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
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.