2. First, define “Effective”:
◦ What will make this a successful release?
◦ How will you know it was effective? By knowing you
met your purpose and reached your audience.
Second, define purpose:
◦ Why the heck are you writing this release anyway?
Third, define audience:
◦ To whom are you speaking?
◦ Why?
◦ How?
◦ What do you want them to do about it?
3. Proper Formatting
◦ For Immediate Release, Date
◦ Place
◦ Logo
◦ Typically 2 Standards
Based on location of the organization’s contact info
Headline: MOST important part of the release
◦ Your hook, catch the reader’s attention
◦ Tips:
Never repeat words
Include name of organization (ALWAYS)
Make bold, impactful statements
4. Byline (or Sub-headline)
◦ Additional information to add to headline
◦ Expands and gives more detail about what the release is
about
◦ Linear, each piece is designed to keep reader engaged
and wanting to know more
◦ Don’t repeat words from the headline, if possible
Lead/First paragraph (5 W’s)
◦ Second most important part of the release
◦ MUST include the 5 W’s and compel reader to read more
Who
What
When
Where
Why
5. Body
◦ 3-10 additional paragraphs depending on scope
◦ What does the body include?
Human element, quote
The “why” or SWF of the release
Facts, what statistically backs what you are saying
Not always relevant or needed
Call to action
For the audience the journalist writes to, not the journalist
◦ Inverted Pyramid
Descending importance the further from the lead
paragraph
Essential for editing and getting journalist pick up
6. Wrap up/conclusion
◦ Impact statements
◦ More info
Link to website for organization
Tied to call to action
Contact info
◦ Organization’s media rep
◦ Startup owner
Boiler plates
◦ Name of company again with website link
◦ Short (3-6 sentence) paragraph about your
company
◦ Key words!
7. Company description
◦ Who are you
◦ What do you do
◦ Why is that important
◦ Other key information
◦ Only place jargon is OK
◦ Write for SEO here
Use key words that are specific to your industry and
organization
9. Media Alerts, how are they different
◦ Call to action is for media, not their audience
◦ 5 W’s usually called out in format
Written as an invitation
◦ Inviting them usually to an event to cover it
◦ Includes specific opportunities for media
Photo ops
Speakers to interview
B-roll opportunities
SWF, what is really cool?
10.
11. Mass distribution services
◦ Allow you to format, include photos, videos, etc
◦ Allow you to schedule distribution
◦ Larger Corporations
PR Web
PR Newswire
Tend to be more expensive
12. Distribution services for startups or smaller
companies
◦ Typically less expensive
◦ Possibly not as customizable
◦ Services
http://new.pitchengine.com/
http://muckrack.com/pros
http://www.50states.com/news/arizona.htm
http://www.wired.com/about/staff_publishing/
http://www.startupbooster.com/
http://www.nytco.com/press/press_contact.html
http://www.free-press-release.com/
http://www.pressking.com/
13. Media contact lists
◦ Personal, positive supporters that you or the media
rep has build good connections with
◦ Specific to the content to the release
Not every release is applicable to every audience
Integrated into your social media efforts
◦ Once the PR is live, link to it on your SM accounts
◦ Tweet it and Linked in/Facebook post it to
journalists and key players in your industry that you
are connected to
◦ Ask your brand evangelists to share it on your
behalf
14. Avoid jargon
Tell your audience what they want to hear,
NOT what you want to tell them
Sell benefits, not features
◦ Where possible
◦ Industry constraints
Do accuracy checks
If more parties/organizations than you are
involved, send for approvals
Tell your story
