CIM

Power of Marketing 30 Sept 2008

Writing press releases that get

NOTICEDPresented by Ellen Carroll

AGENDA1. Introductions2. Key learns3. Press releases 4. Planning 5. Relationships 6. Content 7. Top tips / What to avoid 8. Presentation 9. Now what? 10. Summary – what have we

learnt? 11. Questions...

ABOUT ME Ellen Carroll – Director and owner of Nellie PR

Experience:

• Former PR manager at Experian

• Public & private sector, agency-side and freelance experience

• More than 15 years in the industry

• Nellie PR launched nearly two years ago...

 

NELLIE PR

• Public relations, online PR, copywriting

• Engaging & attentive

• Headline-grabbing

• Media savvy with great media contacts

• Deliver real value and return-on-investment (ROI)

• Trained in SEO and online PR...

CLIENTS

ABOUT YOU Over to YOU

• Who?

• Where?

• What you want to get out of this workshop today?

 

BUT FIRST A quick five minute kick-off:

• Headline

• Idea for a press release

• First paragraph or first couple of sentences

• Think of a question

• Hand them over

• We’ll look again at these at the end...

 

In the words of Oscar

Wilde:

“The only thing worse than being talked about is not to be talked about at all.”

PRESS RELEASES What are press releases?

• Tell a story

• Communicate key messages to your audience

• Words of WARNING

• Press release overload

• Needs to be part of a wider marketing/PR strategy

• Not a one hit wonder

• Not the be all and end all

• Are press releases dead?

 

PLANNING 80:20% rule:

• Spend 80% of your time on planning and 20% on the doing

• Better planning = more success...

• Planning tips:

• Objectives – what do you want to achieve?

• Who wants to know – your audience?

• Newsworthy – is there a story – answer the so what?

• Method – is a press release the best method?

• Enquiries – what’s the next step?

RELATIONSHIPS Crucial:

• Get to know your local and key journalists

• Read, listen, watch, monitor – understand the journalist, the media and its audience

• Don’t forget online and reaching your customers direct

• Internal audience too

• Don’t be afraid

• Build your target list... 

 

CONTENT Answer the:

• Who?

• i.e. the company

• What?

• i.e. the product/event/service

• Where?

• i.e. location

CONTENT Answer the:

• When?

• i.e. the timing

• Why?

• i.e. interest, benefit, issue

• How?

• i.e. means...

 

TIPS

Headline – write it last, grab interest & attention

Upfront – news value comes first

Content – answer the WHO? WHAT? WHERE? WHEN? WHY? HOW?

Simple, easy to understand, snappy, short and straight to the point

Facts – be factual, stick to the facts

Relevant – know your audience, tailor your message i.e. angles, online

Newsworthy & creative

TIPS

Timing – issues, legislation, monitor

Quote – strong, stands up on its own

Visual – pictures paint a thousand words

Keywords – search engine optimisation

Contacts – include contact details, be helpful, available and professional...

TO AVOID

The Big No No’s Spelling errors

No news

Spamming – sending irrelevant information

Biased self promotion

Too wordy

No contact details

Attachments

Jargon

Delighted...Exciting...Innovative...

PRESENTATION Layout:

• Audience-dependent

• Logo

• Headline and sub-heading

• Date

• Body copy – 1 ½ spacing, quote, ends

• Key phrases and links

• Contact details, including out of office

• Notes to editors...

 

NOW WHAT? • Review

• Adapt

• Pitch

• Targeted

• Subject line

• Relevant

• Be prepared – follow-up

• Evaluate

• Learn...

 

IN SUMMARY We have covered:

• Press releases

• Planning

• Relationships

• Content

• Top tips

• Things to avoid

• Presentation and layout

• Pitching...

 

 

WHAT HAVE WE LEARNT?

QUESTIONS?

Thank You

www.nelliepr.co.uk