IFRS INR Press Release - Infosys · PDF fileIFRS – INR Press Release
How to write a press release
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Transcript of How to write a press release
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Writing press releases journalists will use
The most important question Choose the right mediaGet to the pointDon’t exaggerateMake quotes countBe accessibleAvoid the email abyssA picture is worth a thousand words
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What did positive media coverage ever do for us?
• Create business opportunities• ‘Warm up’ a sales environment• Educate people about your capabilities• Build goodwill for your business• Provide strong content for wider marketing activity• Help counteract negative publicity• Ensure perceptions match reality
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#1 The most important question
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“So what?”
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#2 Choose the right media
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Media selection
• Local, regional, national?• Trade?• Online, offline - both?• Print?• TV?• Radio?• Social media?
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#3 Get to the point
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Your opening sentence
• Who?• What?• When? • Where? • Why?
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#4 Don’t exaggerate
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The best thing since sliced bread?
• Keep it factual• Make sure you can substantiate claims• Explain, don’t sell• Include an interesting quote• No bragging!• Quality over quantity• Content hierarchy • Background info
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The ‘what, where, when’
Snappy headlineExplanatory quote (no delight in sight!)
Supplementary event information
The ‘why’ (plus a mention for the organiser)
In practice…
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#5 Make quotes count
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Delighted…?
MD of Yet A.N. Other company, said: “I am absolutely delighted to tell you how delighted I am, which you will be delighted to see you can cut out of the story without it making any difference whatsoever.”
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…or something else?
MD of Best Green Widgets said: “The global
market for green widgets grew by 10% last year. Our business grew by 15%. Adding Steve’s expertise to the team will enable us to continue that growth and create 25 jobs this year.”
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#6 Be accessible
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Make it easy for journalists
• Include contact details• Be available to take the call• Picture captions
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#7 Avoid the ‘email abyss’
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Don’t let your story get lost
• Get to know your target media• What areas do they cover?• Find the right person• Check deadlines• Call before sending
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#8 A picture is worth a thousand words
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…but only if it’s the right picture!
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Quick recap:
So what? Choose the right mediaGet to the pointDon’t exaggerateMake quotes countBe accessibleAvoid the email abyssThe right picture is worth a thousand words
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