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The Art of Writing a Press Release/Media Advisory and Pitching the Media Lauren Raguzin PR/Marketing Communications Consultant @laurenraguzin
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Page 1: PR Etiquette

The Art of Writing a Press Release/Media Advisory and

Pitching the Media

Lauren Raguzin

PR/Marketing Communications Consultant

@laurenraguzin

Page 2: PR Etiquette

Since one of the most fundamental and critical skills in PR is

WRITING, follow these rules ALWAYS:

Fundamentals of Writing:

Also think before writing and most times you should not write how you

speak!

Writing requires ideas, and ideas require thought.

Ideas must follow the

following criteria: Must relate to the reader

Engage reader’s attention

Must concern the reader

Must be in the reader’s

interest

Page 3: PR Etiquette

Jounalistic writing follows this and so should YOU as PR practitioner!

Questions you need to ask: Lead is most critical element usually answering the following questions Who What Why When Where How

4 Fundamentals of Writing: Think before your write, you need idea before you can write anything Drafts are important, don’t be afraid of drafting, clarity is Key! Write Simply and Clarify, don’t use jargon, acronyms unless explained—Clarity! Know your audience who you are writing for

Page 4: PR Etiquette

Flesch Readability Formula

Rudolf Flesch (Vienna, 8 May 1911 – 5 October 1986) was an

Austrian-born naturalised American author (noted for his book)

Why Johnny Can't Read), and also a readability expert and writing

consultant who was a vigorous proponent of plain English in

the United States.[1] He created the Flesch Reading Ease test

and was co-creator of the Flesch-Kincaid readability test.

Flesch advocated use of phonics rather than sight reading,

to enable students to sound out unfamiliar words. (Wikipedia)

Flesh’s 7 Tips for Readable Writing: Use contractions it’s; don’t; aren’t, etc. Avoid using “that” when possible Use pronouns as applicable When referring to noun; repeat noun or use pronoun Be brief, clear sentences (run on sentences BIG No-No) Cover only 1 item/thought per paragraph Always use “understandable” language (The Practice of Public Relations, Fraser P. Seitel, 12th Edition)

Page 5: PR Etiquette

Journalistic writing style is Flesch’s approach in ACTION

Page 6: PR Etiquette

Even in the 24/7 digital and social media age; The press release still remains as a primary Method/tool for PR practitioners:

When deciding on press release “news value” consider the following: Have a good reason for sending and drafting a press release Focus on 1 central subject Must, Must be NEWSWORTHY! Include facts about product or service Provide facts “factually”—no fluff or hyperbole Don’t use jargon not commonly understood Include quotes from company executives and third parties Include a brief description of the company also known as “boilerplate” which

always comes at end of release In opening of release should have a sentence about company, business they are

in, etc. Dateline Always write in Associated Press Style Always write clearly, concisely and forcefully

Page 7: PR Etiquette

Press Release Content:

Always written in pyramid style

Lead must answer Who? What? Where? When? Why?

Always have “Lead Headline’

Use “Secondary Headline” when applicable

Dateline format in release follows Associated Press Style

(the bible for PR professionals)

Date line examples:

Purchase, NY--December 7, 2014--

ATLANTA-- December 7, 2014--

Page 8: PR Etiquette

New Release Essentials:

Rationale—What’s new? So what?

Focus—Should focus on 1 major message; can also support

another underlying message.

No-puffery---Reporters know “fluff” when they read it!

Quotes—Use them with a “relevant fact” or “opinion” always quantify when you

can! Avoid corporate “fluffy” non-news relevant quotes.

Boilerplate—Every news release MUST have one!!!

Spelling and Grammar---Proof, have someone else proof and proof again!

Page 9: PR Etiquette

A media advisory is a short, concise communication

sent out typically for an event.

It also follows the 5W rule: Who, What, Where,

When and Why. In media advisory, order varies

and Why is NOT always necessary but advised to

include if ‘relevant’ and useful for reporter.

It’s generally used when targeting media to attend

a specific event, webinar, online press conference

or webcast.

When used for securing media attendance,

the media advisory is particularly useful and

preferred by broadcast media.

Broadcast media don’t usually place high value

on press releases—

Media advisories should be used for special

events with a special highlight, celebrity

appearance, high profile keynote speaker, press

conference, etc.

Template for Advisory: Keep to 1 page if possible! MEDIA ADVISORY For Immediate Release Contact Info: Headline WHO: WHAT: WHERE: WHEN: WHY: Media Contacts: Outline “incentive” meaning, Photo opptys, media interviews, Press briefing, etc.

Page 10: PR Etiquette

Tips for a Good Media Advisory:

It should be brief and to the point.

It should contain a headline detailing the most important information.

It should include the five Ws.

It should include contact information for reporters to get more

information for their pieces and the contact for covering/attendance.

Information you would like to be published if this is for a listing. Meaning

website for directions, exact address including cross street and contact

phone number if necessary to contact and speak with someone “live” not a

recording or voicemail.

Great opportunity to entice “media to cover” and attend by offering a

photo opportunity, interview with senior executives, URL for video

streaming for post event viewing and reporting.

Page 11: PR Etiquette

Social Media News Release – Separating Fact From Fiction

Due to the increasingly social and sharing nature of the web and the increasing importance of press

releases as direct to consumer communication tools, it is important for marketers and public

relations professionals to adjust their message format and delivery to correspond with the needs of

today’s web savvy audience.

Another motivator for using social media with news releases is that editorial resources at many

publications are running thinner than ever and expected to do more with less. Social media press

releases provide links to additional resources that are helpful for story research and they also

package information into formats that are easy to use for quotes and citing references/statistics.

Images, audio and video also add impact to the release. (Lee Odden, www.toprankmarketing.com)

A few examples of social media press releases:

With video (from Eric Ward) Anasoft Introduces an All New 3-D Screensaver Just in Time for Halloween

An interesting use of PRWeb Chevy Presents a Great Opportunity to U.S. College Students

And the one that started it all: SHIFT Communications Debuts First-Ever Template for “Social Media Press Release”

Page 12: PR Etiquette

Most Frequently Used Press Release Distribution Wire services: Most services are paid services; some minimal cost generally the cost is based on per word. Most press releases should be written Tight/concise, use hyperlinks but “don’t blackbox.” Average length of press release 500 words depending on geographic location; A 500-word press release distributed nationally is $1,500-2,000. (pricing varies just an estimate.) A 500-word release distributed in Los Angeles ONLY will be half of national distribution. Adding video or images will add more costs, anywhere from $500-1,500. Usually, you are able to upload (1) image for free, again varies by provider. Additional fees can apply if you target industry publications for ‘mass distribution.’

Value in Utilizing Wire Services:

Page 13: PR Etiquette

When emailing releases to journalists follow these rules and rules for release format:

Links to PR Etiquette with Journalists:

PRSA TopRankBlog Cision MotherofallPR Blog

Don’t send the same release to Multiple reporters; no mass

distribution!

News Release: 500 words

5W Format Clarity, Grammar, Spelling

Subject header in Email 4-6 words

Press release headlines— Try to limit to 10 words Bold and Large Font

No attachments; generally emails with attachments are deleted; spam— Really annoy reporters!

Editing critically important; rewrite, Proof, rewrite, check hyperlinks

Page 14: PR Etiquette

Need some PR Counseling?

[email protected]

@laurenraguzin

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I offer pro-bono counseling for non profit orgs

focused on hunger, domestic violence and homelessness.