Digital PR How to Write Press Releases, and Dramatically Improve Your Visibility

PR = Publicity Repositioned

By Barbara Rozgonyi © 2009 for CoryWest Media, LLC

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Professional Professional CommunicatorsCommunicators

49% of today’s professional communicators say they think press releases are “as useful as ever”

64% of respondents who issue releases say they target them most often to print outlets

23% send them to online news and financial sites

45% don’t see releases as relevant as they once were because of the growth of social media and the ability to target reporters and editors in more personalized, direct ways

AgendaAgenda Making Media Connections

Attracting Attention

Building Credibility

Routes: DIY or Publicist

Making Media Making Media ConnectionsConnections

Perspective

People

Perspective: PR Then Perspective: PR Then Edward Louis Bernays Ivy Lee

Traditional Vs Digital Traditional Vs Digital PRPR

Age: 100 years Format: double-

spaced Target: Media

outlets Track-able:

placements Lifespan: usually

short Share-able: no

Age: < 5 years Format: multimedia Target: Layered Track-able: variable Lifespan: infinite

bounce Share-able: yes, yes,

yes!

WhoWho

Listeners

Talkers

Lurkers

Authorities

Influencers

Journalists

Bloggers

Followers

You

Everyone!

CharacteristicsMedia Types

WhereWhere

ContactingContacting HARO

Online Distribution

Social Media

Email

Text message

Comment on blog

RSS

Newsroom

Attracting AttentionAttracting Attention Keywords

Content

Timing

Relevance

KeywordsKeywords Wordle.net

Google keyword tool

ContentContent Headline

Summary

Quotes

Multimedia

Social Media Format

TimingTiming Trends

Celebrations

National

RelevanceRelevance

Building CredibilityBuilding CredibilityDo

Deliver

Be Accessible

Be Relevant

Personalize

Be Consistent

Don’t

Overpromise

Hide

Be Irrelevant

Get too Personable

Be Inconsistent

Building Real-ebrityBuilding Real-ebrity

DistributionDistributionDo it Yourself

PROS

Low or no cost

Self-managed

Results

CONS

Time

Cost

Results

Publicist PROS

Time-saver, monitors

Professional representation

Results

CONS

May be too traditional

Cost

Results

AgendaAgenda Making Media Connections

Attracting Attention

Building Credibility

Routes: DIY or Publicist

Digital PR ResourcesDigital PR Resources

Questions? Email [email protected]

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