Danielle's PR Writing World :)

Why a Media Press Release?

ladyd23 — Fri, 07 May 2010 21:50:29 +0000

It’s incredibly important as a company to counitue to keep dialogue with your consumers through a social media news release. This can be very hard not because the consumer is not interested in what you have to say, but they hate the way that you are telling it. Remember just because a lot of information is being given does not mean that it has to be delivered in a boring and noncreative way. Here are some of the basics that are needed in a social media news release:

1. [company/brand name] announces [product/service name]

This press release is boring and will be considered spammy because it simply uses hyperbole to shamelessly promote a company’s product or service.

2. [company/brand name] announces [financial news]

This press release announces that a company is merging with another, has gotten additional funding, etc. And doesn’t really add any value to the experience of the end user (unless you’re announcing something like the Google acquisition of You Tube)

3. [company/brand name] plans [action]

This press release announces that a company plans to do something, i.e. ‘medical company plans to combat disease’. While we’re all for combating disease most social media users would appreciate it if you did it a little more quietly or make it more relevant.

4. [company/brand name] achieves [accomplishment]

This press release just pats its sponsor on the back by boasting what the company has achieved. Sure, we’re happy that you’ve signed up your 100,000th user, but what do you want us to do about it?

WHY DO SOCIAL MEDIA NEWS RELESES FAIL?

Here are the 3 main reasons why a press release would normally have zero chance of success in social media:

1. They have the wrong singular focus, which is on the company issuing the release.

2. They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience.

3. They don’t have a specific audience in mind, and are written broadly and presented blandly.

Now, it’s perfectly fine to want to promote your company, because after all, we all have to make a living. But the social-web audience doesn’t like blatant sales and marketing speak.

Now remember although you want to be creative and catch the reader’s attention you don’t want to be corny or unprofessional. Professionalism is key! Know who you are talking to and deliver them a message that they will understand, but also will be intrigued by and drawn in.

Here is a good example of a creative News Release:

DID YOU KNOW?!

ladyd23 — Fri, 07 May 2010 12:59:41 +0000

So we watched this video in class today and found out that over 70% of the information in the video was false. Crazy! It goes to show you that you can always believe what you read, find, and hear on the internet. credibility is so important to have in the PR world. Make sure that whatever statistics you post in a blog or journal that your source is credible and reliable. There are so many times that as students we just google a subject or question only to find out that our source was an opinion and not a fact! DONT BELIEVE EVERYTHING YOU READ!!!

Chapter 15- Giving Speeches and Presentations

ladyd23 — Thu, 06 May 2010 02:08:56 +0000

Writing and giving speeches are outstanding public relations opportunities for organizations to increase their visibility and reach key publics.
Speechwriting requires clear objectives, effective organization of relevant key messages, knowledge of the audience, and a close working relationship with the person who will be giving the speech.
A speech is a powerful communication tool. It must be prepared for listeners, not readers. It must fit the audience, be specific, get a reaction, have a definite objective, and be timely.
Nonverbal communication is important in a speech. Speakers should be enthusiastic, make eye contact with the audience, and use gestures that support their words.

Chapter 14- Writing E-mail, Memos, and Proposals

ladyd23 — Thu, 06 May 2010 00:15:39 +0000

Information overload is pervasive in our society. You can help reduce clutter by keeping your messages simple, short, and to the point. In addition, limit messages to only those who are in your key audiences. Don’t shotgun information to the entire planet.
E-mail bulge is overwhelming many organizations and individuals. Use wiki, text messaging, RSS, and applications such as Twitter to reduce the flow.
E-mail is rapid and cost-efficient. It is not, however, a substitute for personal one-on-one communication.
E-mail is less formal than a letter, but more formal than a telephone call. You can increase the effectiveness of your e-mail messages by (1) providing key information in the subject line, (2) Keeping them to 25 lines or less, and (3) using proper grammar, spelling, and punctuation.
Business letters are personalized communications that should be well-organized, concise, and to the point. They can prevent misunderstandings and provide a record of an agreement or transaction.
Business letters are personalized communication that should be well-organized, concise, and to the point. They can prevent misunderstandings and provide a record of an agreement or transaction.
Memos should be one page or less and state the key message immediately. A memo has five components: (1) date, (2) to, (3)form, (4) subject, and (5) message.

Chapter 13- Producing Newsletters

ladyd23 — Wed, 05 May 2010 22:55:28 +0000

Printed materials, such as newsletters, magazines, and brochures, are still important communication channels in the internet age.
Two strengths of print publications are that they can feature in-depth stories and they can reflect the “face of the organization. Other strengths include portability and extended shelf-life.
An editor must balance management expectations, employee needs, and journalistic standards.
A publication’s format and content should reflect the organization’s culture, goals and objectives.
Today’s employees want periodicals that address their concerns about the economic health of the organization and their job security.
Every publication should have an overall mission statement. An annual editorial plan outlines the kind of stories and features that will support the organization’s priorities.
The newsletter is the most common organizational publication. Magazines usually are the most expensive publication and are often sent to both internal and external audiences.
Headlines should be written in active voice and provided key messages.

Chapter 12- Tapping the Web ad New Media

ladyd23 — Wed, 05 May 2010 21:31:49 +0000

The worldwide adoption of the internet and the World Wide Web has taken less time than the adoption of any other mass medium in history.
Public relations practitioners are heavy users of the Internet and the Web. They disseminate information to a variety of audiences and also use the internet for research.
Writing for the Web requires nonlinear organization. Topics should be in index-card format instead of a long, linear narrative. This allows viewers to click on the information most interesting to them.
Written material for the Web should be in short, digestible chunks . Two or three paragraphs should be the ideal length of a news item. Long pieces of information require too much scrolling and turn off viewers.
Publicizing and promoting a website are necessary to generate traffic. Print and Internet advertising, email, hyperlinks, and putting the URL on all printed material are some of the ways to promote a site.

Chapter 11- Getting Along with Journalists

ladyd23 — Wed, 05 May 2010 18:45:22 +0000

Journalists depend on public relations sources for receiving most of their information; public relations people rely on the media for widespread distribution of information.
The most common complaints journalists have about public relations people, according to a PR WEEK survey, are (1) lack of familiarity with editorial requirements and format, (2) poorly written materials, (3) too many unsolicited emails and phone calls , (4) lack of knowledge of the product or service, and (5) repeated calls and follow-ups.
Gimmicks, such as T-shirts and coffee mugs, are not well received by reporters and editors.
The major complaint about journalists is that they are sloppy in their accuracy and often don’t take the time to do their homework.
Publications and broadcast programs that engage in sensational journalism require special handling and precautions. Declining an interview is always an option.

Chapter 10- Distributing News to the Media

ladyd23 — Wed, 05 May 2010 18:04:39 +0000

Media directories, whether print, CD-ROM, or online, are essential tools for compiling media lists and distributing information.
Media lists and e-mail addresses must be updated and revised on a regular basis; journalists frequently change jobs.
Publicists use editorial calendars to find out what specials editions or sections various publications are planning for the year.
Tip sheets let publicists know what kind of material a publication or broadcast station is seeking for a particular purpose.
Mailing labels must be accurate; they should be addressed to a specific editor by name and include such details as the floor or suite in an office building.
The vast majority of news releases and other press materials are now distributed via email and through electronic news wires.

Chapter 9- Writing for Radio and Television

ladyd23 — Wed, 05 May 2010 17:46:23 +0000

The broadcast media are important channels of communication, but using them requires thinking in terms of sound and visual elements.
Radio releases are similar to press releases, but they require more concise writing and conversational tone.
Audio news releases (ANRs) are more interesting because they include soundbites, music, and sound effects.
Public service announcements (PSAs) are short broadcast announcements used by nonprofit groups and public agencies.
Radio media tours (RMTs) are a cost-effective way to reach many stations with an exclusive interview over a wide geographic area.
Television is an excellent medium of communication because it combines the elements of sight, sound, motion, and color.
television news releases must contain both sound and visual elements such as graphics, slides, or videotape.

Chapter 8- Selecting Publicity Photos and Graphics

ladyd23 — Wed, 05 May 2010 08:00:31 +0000

Photographs and graphics add appeal and increase media usage of news releases or features.
Digital cameras are now used for publicity photos; such photos can be taken and distributed almost instantly.
A public relations writer should be familiar with the elements of a good publicity photo: quality, subject matter, composition, action, scale, camera angle, lighting, color.
Publicity photos should be sharp, clear, and high contrast.
Photos should be creative and have no more than three or four people in it. No large group photos!
Action photos are better than posed shots.
Use professonal photographers if you plan to send material to news organizations.