CIM Power of Marketing 30 Sept 2008 Writing press releases that get NOTICED Presented by Ellen...
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Transcript of CIM Power of Marketing 30 Sept 2008 Writing press releases that get NOTICED Presented by Ellen...
![Page 1: CIM Power of Marketing 30 Sept 2008 Writing press releases that get NOTICED Presented by Ellen Carroll.](https://reader035.fdocuments.net/reader035/viewer/2022081518/551bc300550346af588b4c18/html5/thumbnails/1.jpg)
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CIM
Power of Marketing 30 Sept 2008
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Writing press releases that get
NOTICEDPresented by Ellen Carroll
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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...
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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...
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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...
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CLIENTS
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ABOUT YOU Over to YOU
• Who?
• Where?
• What you want to get out of this workshop today?
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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...
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In the words of Oscar
Wilde:
“The only thing worse than being talked about is not to be talked about at all.”
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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?
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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?
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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...
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CONTENT Answer the:
• Who?
• i.e. the company
• What?
• i.e. the product/event/service
• Where?
• i.e. location
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CONTENT Answer the:
• When?
• i.e. the timing
• Why?
• i.e. interest, benefit, issue
• How?
• i.e. means...
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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
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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...
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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...
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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...
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NOW WHAT? • Review
• Adapt
• Pitch
• Targeted
• Subject line
• Relevant
• Be prepared – follow-up
• Evaluate
• Learn...
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IN SUMMARY We have covered:
• Press releases
• Planning
• Relationships
• Content
• Top tips
• Things to avoid
• Presentation and layout
• Pitching...
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WHAT HAVE WE LEARNT?
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QUESTIONS?
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