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?
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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.
2.
3.
4.
5.
Announcement releases
“Created news” releases
Spot news releases
Response releases
Bad-news releases
What’s News?
• News values: (TIPCUP)
– Timeliness
– Impact
– Prominence
– Conflict
– Unusualness
– Proximity
Why are Press Releases
Rejected?
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Poor writing
Incompleteness
Inaccuracy
Poor timing
Little local content
No reader interest
They contain no news
Too promotional
What Makes a Good Press
Release?
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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.
2.
3.
4.
Consumer information
Upcoming event
Interesting research
A timely issue
How Do You Write a Press
Release?
1. The Lead
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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:
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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):
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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
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datelines
-moreThe boilerplate
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See handouts
Optimizing Press Releases
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Start at the top – (headline, tease, lead)
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Include links
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Feature keywords and the meat of the story up top
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
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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-ofcontrol 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 is releasing a report on the
number of flights, mileage, and total
passengers carried last year. Based on
this report, Delta saw a 25% increase in
passengers, more than any other airline.
Let’s Try Some Leads
Lead Scenario 3
• You work for Dell Computers. On July 24,
they will release a new laptop that can
project 3-D images. The computer will cost
$2,000 and there are 6,000 people on the
waiting list.
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.