Perfect press kits & press releases

Presents: #DIYPR Webinar Series

June 30

Perfect Press ReleasesPerfect Press Kits

Presented by: Cyndy Hoenig, Partner

Contact: [email protected]

Twitter -- @cyndyhoenigFacebook.com/hlmediapartners

Perfect Press Releases

FOR IMMEDIATE RELEASE CONTACT: Cyndy Hoenig 405.245.4668

[email protected]

Take Control of Your Corporate Message. Power it Yourself, Create a Buzz for your Biz ... just for the cost of this seminar

Cyndy Hoenig & Heather Lytle to Present DIYPR & Social Media Seminar in Dallas

Oklahoma City, OK (July 6, 2010) – In today’s economy, it is imperative to hold on to every dollar, yet too many businesses depend on outside PR firms to control their messaging. After 35 years in the business of PR, H&L Media Partners believes in a different approach where businesses control their own messaging, not their PR agencies. To combat these wasted fees, H&L is offering a seminar to teach you to create a buzz for your business, for the cost of this seminar on DIY PR & Social Media from 8a - 1130a on Tuesday, July 27 at Meridian Business Center, 6060 N. Central Expressway, Suite 560 in Dallas.

The cost is $99. Register here: http://dallasdiyevent.eventbrite.com/.

This 3 1/2 -hour course in DIY PR & Social Media is perfect for the small business owner and consultant. The seminar will focus on low cost (even free) high impact PR and Social Media strategies that will put you way ahead of your competitors.

Other seminars scheduled in Texas include: Waco - July 28th, Waco Convention Center; and Temple, July 29th, Temple Convention Center.

About H&L Media PartnersCyndy Hoenig & Heather Lytle are partners in H&L Media Partners, formed to offer trainings in DIY PR and Social Media techniques. Hoenig & Lytle draw upon their more than 35 years of experience and expertise to educate and empower business owners, marketers, communicators, and individuals to manage effective campaigns with measurable results. Participants will learn effective strategies to create, manage, implement and measure campaigns that have the highest impact for every business.

H&L Media Partners is dedicated to helping businesses and professionals grow through targeted Do It Yourself Public Relations and Social Media training programs.

More information is available at hlmediapartners.com.

# # #

Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.comCyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com

http://dallasdiyevent.eventbrite.com/





Perfect Press Releases

FOR IMMEDIATE RELEASE CONTACT: Cyndy Hoenig, 405.245.4668

Strong Headline in Title Case; Centered; Boldface; 14 point TypeSubhead (optional); centered; 12-14 point type; bold; italics

Oklahoma City, OK (June 30, 2010) -- XYZ Company today launches its new line of XYZ educational toys to improve a child’s reading comprehension skills. This is an example of a lead sentence. The lead sentence should state important information about what you’re announcing. The lead paragraph should state who, what, where, when, how.

2nd paragraph, expand on any pertinent information not included in the lead paragraph.

3rd paragraph, quote the company’s CEO or expert here. “Have him say something about why these new toys are important to your customers.

4th paragraph, list the product’s benefits to your customer. Use bullets if you like.

5th paragraph, the closing paragraph, offer additional information -- pricing, where the product is available, etc.

6th paragraph - Your Boiler Plate, a 3 - 6 sentence description of your company. Where your company is based, who runs it, when it was founded and what need it fills in the marketplace. End the paragraph with your web address.


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Perfect Press ReleasesStep 1 - for immediate release, contact info

FormatAt the top of the page: For Immediate Release and Contact info:

For Immediate Release Contact: Cyndy Hoenig 405.245.4668


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Step 2Strong Headline

For Immediate Release Contact: Cyndy Hoenig 405.245.4668 [email protected]

Write a strong headline that gets attention, but don’t go overboard.Your headline should be compelling.

It should make reporters want to continue reading the next line.Remember your angle. If there is no hook, no angle, the reader will quit reading after one line.

Headline in Title Case; Centered; Bold; 14 Pt. Type


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Step 3Compelling 2nd headline (optional)

For Immediate Release Contact: Cyndy Hoenig 405.245.4668 [email protected]

Strong HeadlineWrite a strong headline that gets attention, but don’t go overboard.

Your headline should be compelling.It should make reporters want to continue reading the next line.

Remember your angle. If there is no hook, no angle, the reader will quit reading after one line.

Headline in Title Case; Centered; Bold; 14 Pt. Type

Compelling 2nd Headline (optional)Strong 2nd headline that gets attention and persuades the reader to keep reading.

Subhead; centered; 12 or 14 pt type; bold; italics

Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com

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Step 4location and date


[email protected]

Headline in Title Case; Centered; Bold; 14 Pt. TypeSubhead; centered; 12 or 14 pt type; bold; italics

Oklahoma City, OK (June 30, 2010) -Paragraph 1 starts here.


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Step 5The body


[email protected]

Headline in Title Case; Centered; Bold; 14 Pt. TypeSubhead; centered; 12 or 14 pt type; bold; italics

Oklahoma City, OK (June 30, 2010) -Paragraph 1 starts here.


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The BodyHere’s where you write the meat of the release. Some guidelines:

Paragraph 1: Explain headline, capture essence of story, keep under 25 wordsParagraph 2: Add supporting facts to the statements made in the 1st paragraph.Paragraph 3: Expand on the facts. Build the story.Paragraph 4: Establish credibility and include a good quote or two.Paragraph 5: Boiler Plate. About CLIENT NAME.

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Things to remember about Press Releases

1. Write in the 3rd person. It, he, she, they -- never you or me.2. Always check spelling and grammar.3. It should be a news story, not an advertisement. Delete the promotional copy and focus on content.4. Use quotes in the present tense. They add immediacy and credibility.5. Use simple, everyday language. No complex words or industry jargon.6. Write one idea per paragraph.7. Include facts and examples.8. AVOID THE USE OF CAPITAL LETTERS. Capitals slow the pace of reading.9. Do not se too many acronyms or abbreviations. When needed, always write in full the first time they’re used. EX: Point of

View, then you can use POV.10. Always use a person’s full name, not initials. Then refer to them by last name only. 11. The body of the release should be kept to 400 words and have a maximum of five paragraphs.12. Boiler Plate - a brief company background which includes when the company was launched, its main area of business, and

any additional info not included in the body or the release.13. Send a release two weeks out -- and when it’s newsworthy and useful.14. A good release accomplishes the following: announcing information to the public, your investors, the media, your

customers and your competitors.15. The power of Newswires -- PRNewswire.com. Free ones include: PRLog.com, PRWeb.com, PR.com, ewebwire.com,

Pitchengine.com


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Final thoughts about Press Releases

Never sound as if you are trying to sell the reader.Always sound as if you are trying to inform the reader.Keep the article written in a professional tone and state facts only.Submit an image or logo with your release.Avoid excessive use of bolding.Always spell-check your release before submitting.Once your release is live, make plenty of copies of the printer-friendly version and fax around to local radio

shows or television stations.Email the story to journalists in your local area. Include action-items for the readers of the release. For example, if you are describing the release of your new

book, include the ISBN number and the URL of a website where it can be purchased.Never submit duplicate copies of your press release to multiple PR distribution firms - always make slight

modifications to each copy to avoid search-engine duplicate content penaltiesAlways place a link on your website to the press release for better search engine visibility.


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Perfect Press KitsWhat to include:

Fact Sheet A brief synopsis of what your company does and why you are unique. Include your mission statement, goals and

any other pertinent info about your business.

Backgrounder This page contains all of the data about the history of your business. You’ll want to include photos, the date you

founded the biz and why you started it. Also add your thoughts and personal stories on how your business evolved from idea to

startup to present day.

Products/Services It is very important to list all of your products and services and the benefits of each in your media kit.

Anyone should be able to read this page in just a few minutes and know exactly what you sell and why people buy it. And,

include samples.

Bios and Headshots On this page provide bios and photos of the key leaders in the organization. Write short paragraphs that

are interesting and easy to read. And, rather than using a pre written resume, add pertinent anecdotes, quotes and other unique

criteria that establish credibility for each individual listed. Include information about birthplace, hometown, education, business

experience, awards and any other vital facts you want media members to know. Also, add some personal facts, such as marital

status, family information, hobbies and more so readers can relate.


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Current News, Photos

Current News

Entice the media and let readers know that your business is up to date by including current news, industry

trends and exciting events. List all of your press releases, published press clippings, video samples,

testimonials, case studies, speaking engagements, articles and other activities.

Photos, logos, brochures, story ideas

Include company brochures and logos, photos, potential story ideas to help media members get necessary data

quickly. Be sure and add to this section on a regular basis.

Finally, be sure and add appropriate contact info to every page in your kit.


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Company Fact Sheet

A brief synopsis of what your company does and why you are unique. Include your mission statement, goals and any other

pertinent info about your business.

Description of company, when founded, history

Description of key products and services

Listing of special achievements/awards

Listing of company headquarters, address, contact info, website

Number of employees

Listing of all locations


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Products & Services


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It is very important to list all of your products and services and the benefits of each in your media kit. Anyone should be

able to read this page in just a few minutes and know exactly what you sell and why people buy it. And, include samples.


Backgrounder and Bios

Company Backgrounder - This page contains all of the data about the history of your business. You’ll want to include

photos, the date you founded the biz and why you started it. Also add your thoughts and personal stories on how your business

evolved from idea to startup to present day.

Bios - On this page provide bios and photos of the key leaders in the organization. Write short paragraphs that are interesting

and easy to read. And, rather than using a pre written resume, add pertinent anecdotes, quotes and other unique criteria that

establish credibility for each individual listed. Include information about birthplace, hometown, education, business experience,

awards and any other vital facts you want media members to know. Also, add some personal facts, such as marital status, family

information, hobbies and more so readers can relate.

Name, title, list of responsibilitiesEducationAwardsProfessional affiliationsCommunity involvementPersonal info


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Press Release and Press Clippings

Press Release

You can include a press release on a current hot product or new service launch to provide a possible angle for

the media.

Press Clippings

Copies of recent media coverage


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Where we’ll be

July 27th - Meridian Business Center, Frisco, TXJuly 28th - Waco Convention Center, Waco, TX

July 29 - Temple Convention Center, Temple, TX

Find out more at www.hlmediapartners.com

Be sure to join us on July 7th for the Social Media series: With Heather Lytle

Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com

Cyndy [email protected]: @cyndyhoenigFacebook: Facebook.com/hlmediapartners


mailto:[email protected]

mailto:[email protected]

Perfect press kits & press releases

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