Write Your Press Release Now!

#AhaNH
Write Your Release Now!

Lani & Allen Voivod
Co-Owners and
Allies in Possibility
Epiphanies, Inc.
@AllenVoivod
@LaniVoivod
Image source: Elvert Barnes on Flickr
(CC BY 2.0)

Presented by Epiphanies, Inc. (EpiphaniesInc.com),
@EpiphaniesInc | @WomenInspiring
@EpiphaniesInc /AhaYourself | /WomenInspiringWomen
Facebook.com/AhaYourself | facebook.com/PlynouthChamber
for Women Inspiring Women (WIWNH.com)

Write Your Release Now! #AhaNH

Coming up…
• Headlines guidelines and samples

• The 3 paragraph release, deconstructed

• The 7-9 paragraph release, also torn apart

• Topic possibilities!

• Questions and answers

Let’s go!



About Epiphanies, Inc.
• In biz since 2004

• Online marketing, social
media through training,
consulting, workshops
• Host “A-Ha!” Summit, the
largest annual NH social
media conference



Headlines – Energetic, not Egotistic!
• SEO – get a keyword in there

• Length – 70 characters for search engines

• Your biz name in the headline – but not always…

• Straightforward – don’t make ‘em think

• Juicy word choices (positive or negative)

Put yourself in a seen-it-all editor’s shoes!



Examples:
• Track Your Truck Offers Easy-to-Use GPS Vehicle Tracking Systems for
Businesses

• 2010 Victoria’s Secret Fashion Show Reveals Gorgeous Rental Drapes
from Rent What?

• Doctor Donates Thousands of Flu Shots — Needs Votes To Do More

• Tax Preparation Strategy: Take a Nap

• Spokane Real Estate Advisor Sees Interest Rate Opportunities For
Washington & Idaho Home Buyers

Via Tara Geissinger and Christine O’Kelly, Online PR Media



Three Paragraph Release



Paragraph #1 – All the basics

If this was the only thing you read,
you could be a part of it.



Paragraph #2 – The Details

You eat there, you don’t pay extra, and
your bill supports youth baseball.

Valuable/interesting items that also raise
funds for the group – more reason to go!



Paragraph #3 – Admin Stuff

Consider this the “fine print” of the
release. Things that go here: Pricing,
limits to availability, deadlines,
instructions, contact information,
links for more details.



7-9 Paragraph Release:
1. Hooky opening paragraph – positioning statement, awesome stats

2. ID Ideal Audience and give the basics

3. Call to action paragraph – what you want the reader to do, and how

4. Quote from business releasing the PR

5. Details about what you’re promoting – adding the enticement for why
the reader needs to act on your press release

6. Second quote – from another company rep, or a partner/ally

7. Hint at something bigger

8. Repeat/rephrase the call to action



Paragraph #1 – The Hook

Here, you’re speaking as much to
the editor as you are to the target
audience for your release.



Paragraph #2 – Ideal Audience and Basics

You ID the Ideal Audience. Editor decides if that
overlaps his/her audience; readers self-select
whether it applies to them. Plus, you state what this
release is all about.



Paragraph #3 – Call to Action

Tell them what you want them to do (download the
report) and how to do it (go to FB Page). Flagging it
as a freebie provides additional incentive to take
action.



Paragraph #4 – First Quote

This is often a mini-mission statement. Why are you
doing this, and what’s the benefit for a reader of the
release that’s worth them taking action on your
release?



Paragraph #5 – Details

Give the reader some hints as to what they’re going
to get when they follow that call to action. It’s
building on the “What’s in it for me?” idea.



Paragraph #6 – Second Quote (if needed)

This quote is part informal testimonial, part
positioning into the bigger picture – how the subject
of the release fits into a higher-level or longer-range
viewpoint.



Paragraph #7 – Hint at Something Bigger

If you don’t have something bigger to offer, you can
either skip this or include additional, comparatively
less important details about the subject of your
release.



Paragraph #8 – Repeat the CTA

Rephrased from its first appearance, reinforces the
action you want the reader to take. Also includes
the hint from the previous paragraph, so the
content flows naturally from one paragraph to
another.



Boilerplate

Testimonial, what you do, for whom who you do it,
how you do it, a taste of your vision, and a next step
to take. (Above is 63 words.)



Variation: The Article Release (Mashup!)
1. Hooky opening paragraph – positioning statement, awesome stats

2. ID Ideal Audience and give the basics

3. Quote from business releasing the PR on why this is timely

4. Introduce and deliver article material

5. Second quote – tying into the bigger vision/mission of your business

6. Hint at something bigger (optional)

7. Call to action paragraph (optional)

8. Boilerplate



What works for me to write quickly…
1. Call to action, ideal audience, and basics done first

2. Details, to flesh out what we’re putting out there

3. Quotes, to frame the details and put into context

4. The hint at something bigger, and the 2nd CTA

5. Leave the hook opening and headline for last

6. Picture/image if I’ve got one to share

Your process may vary. 



Let’s
ROCK!!!


What to Write About?
• New publication • Contests

• New product/service • Sales and deals

• Upcoming events • Awards

• Being featured/quoted • Partnerships

• Noteworthy website • Moves/relocations
changes • Expansion/new hire
• Cause activity • Endorsements


Write Your Press Release Now!

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