Public Relations Presentation - 2010 with cats

1

Press releases

How to

2

Our Presentors

Lee Drake – Parent, Mentor & Sponsor

Crystal Vongnaphone – Junior, Student Leader, Communications

Matthieu Dora – Sophomore, Student Leader, Scouting

3

What is a press release• A pseudo-news story• Third person• Attracts editors & reporters

4

How do you use a PR?

• Email, fax and/or snail mail• Sent to:

– Newspapers– Television– Online media– Radio

5

What is the format of a press release?

6

What is the secret to getting a press release printed?

• Think like a reporter!– Make it REAL news– Hook– Be professional & courteous

• Inform Simply– High school level

7

Develop an angle

• Know what is newsworthy– Attract general public– Highlight

• Local Community• Controversies

– Cool/new/fascinating– Topical

8

Writing a great title

• The Bad:– Team 1511 sponsors robotics event at local high

school for the general public• Awesome titles

– Teen geeks battle for robotics glory– Robotics kids celebrate international success

• Subheads– Details

9

The Five “W”s & How

• Requirements– Who is affected/interested/participating– What you’re promoting– Where– When– Why be interested?– How to engage

• Use news writing style – not a fact based one

10

The Rest

• Back up claims – Feed the Reporter• Quote

– An expert– Background material – ### = Done!– Contact Info

11

More Recommendations

• Hype-bloated phrases = Bad!!!• You are the Journalist!• Newspapers = Ideas!• Keep it short, don’t fluff!• Format

12

Connecting with the Press

• Mailing list• Connect with:

– Twitter/Facebook/LinkedIn

• PICK SMART!

13

Creating a press calendar• Create due-dates• Assign resources & follow up• Pre-pen content early!• Fill in the blank• Use boilerplates

14

Involving the team• Create a sub-team with a leader with writing skills• Good writing skills = real-world benefits• Leader Edits & Trims “fluff”• Meet frequently

– Assign one release/person• Promote on website• Provide contact info

15

What is news?

• Coverage depends on available space• Consider:

– Community service– Demos– Competitions– Kickoff, ship dates– Other significant events

16

Alternatives to regular news

• Self Report– Upload Pictures– Events– Thumbs Up/Thumbs Down – Opinion columns– Community forums

17

Be aware of media calendars

• Watch for large newspaper coverings– Volunteer for coverage!

• Send everywhere!

18

What if they show up at your event!?

• Have a team spokesperson– Guide the media person– Assign an adult– Provide SAFETY GLASSES!

• Don’t lose them!– Have 3-5 points of discussion– Have “quotable” statements ready

19

What if they show up at your event!?

• Be in uniform!• Give opportunity• Provide high resolution!

20

Final notes

• Be pleasant & hand write notes • Column space• Want more coverage

21

[email protected] | penfieldrobotics.com

http://bit.ly/1511PR