How to Write a Press Release & What to do when the Media Calls
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How to Write a Press Release & What to do when the Media Calls
- 1. HOW TO WRITE A PRESS RELEASE
- 2. Why do I need a Press Release? • Attempt to gain media coverage for a person, company, organization, event or issue; • To provide media with a document that can be passed onto its audience;
- 3. How do I begin? • Choose one key idea per release; • Write it in a clear, concise manner; • Answer the questions Who, What, When, Where and Why or How
- 4. What is the proper layout?
- 5. What is the proper layout?
- 6. How will it look?
- 7. Now What? • Distribution – Will it be distributed to Local, Regional, National media or a combination? – Do you want to send it to Television, Radio or Print? – Paid or Free New Release Sites
- 8. Now What? • Follow up – Call media to make sure they received it – Make sure you are available – Make sure you know the answers.
- 9. What could you do a press release about? • Do you have a story that is unique or different and could benefit others? • Do you have something tangible you want to sell to the public (a book, a product)? • Do you have an event to announce? • Have you opened a new office, or changed locations? • Have you just hired additional staff?
- 10. My offer to you. • If you decide to write your own press release, I will critique one release for you for free and provide feedback on how to improve it. • If you decide you need a press release but decided you don’t want to write it, I will write and distribute one press release for you for $99 (normally $250).
- 11. HOW TO TALK TO THE MEDIA
- 12. They want to interview me – Now What? • Prepare – – Try to anticipate the questions that will be asked – Research the Reporter – watch stories they have done/read articles they have written – Know your subject
- 13. They want to interview me – Now What? • Think first, speak second – Decide what you are trying to accomplish and what you don’t want to say – Don’t be long and complicated and don’t ramble – Avoid the jargon of your industry – Don’t go “off the record”
- 14. They want to interview me – Now What? • Know your Message – Know your key points – Don’t just answer the question, but tie it into your key points
- 15. They want to interview me – Now What? • Use “layman’s” terms – Don’t complicate your answer with large words and terms that no one understands – Be clear and concise
- 16. They want to interview me – Now What? • Media Deadlines – Be flexible – Answer the phone (or email) – Provide all requested information
- 17. Q&A There are no dumb questions, if you are thinking it, so is your neighbor!
- 18. Email us at: linda@drummondpr.com Call us at: (281) 460-0077 Follow on Twitter @drummondpr Friend on Facebook at www.facebook/ldrummond Facebook Fan Page: www.facebook/drummondpr LinkedIn: www.linkedin.com/in/drummondpr YouTube: www.youtube.com/drummondpr Visit our website at: www.drummondpr.com
Notes de l'éditeur
- To gain coverage means to have a story done on television (sometimes with a one-to-one interview), an interview or story done by a radio station, and a story published by print media such as newspaper or magazine. Today, we have to add the social media aspect and include blogs, Facebook, Twitter, LinkedIn.Ideally, the print media will use you press release without any changes.
- Never have more than one subject in your press release. When you write about several different topics you dilute the release and make it worthless to the journalist.Make sure your press release is understandable, it must have a beginning, middle and an endAnswer who the release is about, what is happening, when it is happening (double check your dates and times!!), where it is happening and either why it is important or how it is happening.Again, tell the story.
- If the release is to be embargoed (or held)until a certain date that’s what you put on the left!Contact information on the right.Always use letterhead that identifies your company.
- Add the City, then the lead paragraph. This answers most of the questions who, what, when, etc.The next paragraph(s) expand on what the release is about and usually contains a quote or two.Add a boilerplate paragraph that tells about the company and how to contact them.Always add ### at the end so there is a clear distinction of when the release is complete.After ### you can add a sentence which refers to who to contact for additional information.
- This is how a complete release usually looks.
- You’ve written the release what do you do now?Figure out how to distribute. Ask yourself: Will it be distributed to Local, Regional, National media or a combination? Most of the times it will be local, especially when you are starting out.Do you want to send it to Television, Radio or Print? There are different things to keep in mind, television is visual, print allows for a greater explanation and radio of focused on soundbites.Paid or Free New Release Site – Again, how do you want to distribute?
- Get back with the media to see if they received it (especially television)Always make sure you or your designated spokesperson is available 24/7.Never send our a press release unless you know what you are talking about. The fastest way to get “blackballed” is to give poor information.
- Media is not going to send you a list of questions, but you should at least prepare yourself for questions that might be asked. If they ask something you don’t know…tell them you don’t have the info right now but you will get back to them…then GET BACK WITH THEM.Know the reporter, watch stories they have done, read articles they have written, listen to their radio programKnow what you’re talking about…don’t try to fake it with the media. If you don’t know the ins and outs of what you are speaking about, maybe you should be the one talking to the media
- Don’t be so eager that you don’t listen to the questions. Take a moment (a brief moment) to think about what you were asked. Go to the interview prepared knowing your goal. There is no off the record and never, ever say no comment.
- Work on the key points so you know them forward and backwardDon’t just answer yes or now, use your answer to tie into your key points.
- Talk normally, don’t try to impress the reporterBe conversationalDon’t ramble
- Things come up, there are fires and other “breaking news” that interrupts a reporter’s planned stories, be flexible if they need to reschedule or change the time;Answer your phone 24/7. Sometimes there is no warning and there is an opportunity for you to speak, don’t miss it.If the reporter asked for materials or back up information, get it to them…ASAP