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Chapter 2 : PR Tools - Press Release - Coggle Diagram
Chapter 2 : PR Tools -
Press Release
MEDIA RELATIONSHIPS
One of the traditional tactics of PR practitioners
to prove to reporters they have a newsworthy story
mutually beneficial relationships w/ media reporters :arrow_right:
getting favourable commentary and exposure
Making golden contacts
Make anything you release interesting + newsworthy
Send it to a focused list of contacts
Research the best ppl to send your press release to
Which journalists write the most relevent articles for your sector ?
Focus on building valuable long-term relationships :arrow_right: TRUST !!!
Press Release :red_cross: press article
PRESS RELEASE
:red_flag: Official statement about a particular timely and newsworthy event which could result in an article
Focus on one specific subject
The goal is to keep journalists, editors and the public updated (5W) + increase your visibility
NEWS ARTICLE
Can be about any topic that seems newsworthy
Not about a single current event :arrow_right: subject in details
targeted press releases
:!: to be picked up by media
Write carefully
Distribute them to the right ppl
Include something
truly newsworthy
(or IGNORED)
A well written press release with a real news hook can translate directly into a story, saving a journalist valuable time tracking down sources and assembling facts
(Roos D.)
Finding creative news angle
Get your press release noticed
(new product, anniversary, strong opinion ...)
Who to sent it to ?
sent it neither too early nor too late (especially if it's an event)
WRITING EFFECTIVE PRESS RELEASES
Lead and body
Inverted Pyramid Style
Lead paragraph: 5W
Middle : interesting/important details - quotations from experts :arrow_right: credibility & personal voice
Conclusion: background information (about us, statement, boilerplate)
Get your top line in the 1st line (15-20 words)
Not too long :arrow_right: A4 side
Quotes
: used to provide insight and opinion :red_cross: information
Headline
Short and concise (60-80 ch.)
Factual and objective
pertinent information
to the point
truthful
no sensationalism
Informative - short - relevant
Include some interesting Data
:warning: ONLY Capitalise words or acronyms that are usually uppercased
Interesting
attracting attention of news media
appealing to audience : excitement + curiosity
Optional subhead
can create even more interest
Tone
No promotional but
factual
Emotional distance :red_cross:adverbs / superlatives
In the 3rd person
Language
accurate & appropriate
avoid buzzwords and jargon
ofc avoid language mistakes :))
:red_cross: "the best" and promises
Press Releases today ?
fast and low cost
targeted releases
include downloadable materials
Creative layout
NEWSWORTHY ?
Is there anything "new" ?
Is there anything unusual / unexpected
Would this be of interest to anyone outside my business ?
Will anyone actually care ?