Pub355: Writing for the Web

Monique Trottier@BoxcarMarketing

what’s up nextNov 4:

• Writing for the Web (SEO)• Individual assignment: press release• Review feedback on Draft 2• Readings for Nov 18 • Assignment for Nov 18: based on your draft 2, I'll assign each group a tool to research and present on Nov 18

Nov 11:No class

Nov 18:• SMM case studies and examples (group presentations—5 min.)• Work on Draft 3

Nov 25: • Measuring Success• Review for in-class test• Work on Draft 3

Dec 2: • In-class test

Dec 9:• Draft 3 due

[email protected] should follow me on twitter @boxcarmarketing

Writing for Two AudiencesPeople + Search Engines

by Monique Trottier

mailto:[email protected]


Creating an Online Press Release

[email protected]: @boxcarmarketing

1. HeadlineA headline establishes the content of the press release.

It’s a promise of what the reader will find out by reading on.

(#4 It has a Hook.)

It should include keyword phrases relevant to the content of the press release.

It should include the name of the company, product or service.




What are keywords?Keyword phrases are the words people type into a search engine in order to find things on the web.

(#3 Consider the keywords your audience would use to search for your event.)




Keyword Matches Get Bolded




Checklist for Headlines

• A Headline Should Appear in Title Case

• Capitalize Every Word Except Prepositions and Articles

• Aim for 60-170 characters

• ALL CAPS FOR EMPHASIS SHOULD BE AVOIDED.

• Include relevant keyword phrases

• Articulate the content of the press release

• Provide a good hook (a reason to keep reading)

• Include the company name




Example Headline

Universal Orlando Resort Celebrates the One-Year Anniversary of The Wizarding World of Harry Potter

http://media.universalorlando.com/harrypotter/news.php?id=31

Headline Checklist:

A Headline Should Appear in Title Case

Capitalize Every Word Except Prepositions and Articles

Aim for 60-170 characters (used 86)

ALL CAPS FOR EMPHASIS SHOULD BE AVOIDED.

Include relevant keyword phrases

Articulate the content of the press release

Provide a good hook (a reason to keep reading)

Include the company name






2. SummaryThe Summary is a synopsis of the information in the release. It follows the headline and is usually 1-4 sentences only. Sentence case is used for summary text.

Checklist for Summary:

• A Summary should appear in sentence case.• Aim for 1-4 sentences• Include relevant keyword phrases• Articulate the content of the press release• Provide a good hook (a reason to keep reading)• Include the company name




Example SummaryUniversal Creates Special Moment for Guests in Hogsmeade

Plus, All-New "Share Your Story" Facebook Tab Allows Guests to Share their Favorite Memories from this Spectacularly Themed Entertainment Environment

Summary Checklist:

A Summary should appear in sentence case.

Aim for 1-4 sentences


Articulate the content of the press release

Provide a good hook (a reason to keep reading)

Include the company name




Summary Appears As the Results Description




Tips for Writing a Good Press Release• Start Strong: You have a matter of seconds to earn attention.

• Be Newsworthy: The headline, summary and 1st paragraph should clarify the news. The rest of the release provides the details. It’s not a marketing pitch or advertisement.

• Use Keywords: The headline and summary use keywords people are likely to use when searching for this type of information.

• Identify Yourself: Identify the company, brand or product in the headline and summary.

• Economize Your Words: Be concise. Aim for 60 characters including spaces for the headline and 1-4 sentences for the summary.

• Pick an Angle: Make sure your release has a good hook.

• Proofread: No spelling or grammatical errors.




3. BodyChecklist• Be on-topic • Deliver on the promise established in the

Headline• Include relevant keyword phrases • But avoid keyword stuffing—overusing

keywords repetitively—which makes search engines think you’re trying to scam the system.

• Model the lead paragraph on the summary. • The lead paragraph is 25 words or less. • Body Copy is 300-800 words.• Always write press releases in the third

person. No “I” or “you.”




Example Lead ParagraphORLANDO, Fla. (June 18, 2011) - Today, Universal Orlando Resort celebrated the one-year anniversary of the most spectacularly themed entertainment environment - The Wizarding World of Harry Potter, where the wonder, excitement and adventures of the Harry Potter books and films come to life.

Body Checklist:

Be on-topic

Deliver on the promise established in the Headline


But avoid keyword stuffing—overusing keywords repetitively—which makes search engines think you’re trying to scam the system.

Model the lead paragraph on the summary.

The lead paragraph is 25 words or less (38 words used).

Body Copy is 300-800 words.

Always write press releases in the third person. No “I” or “you.”

Includes a link.




My suggestionHeadline: Universal Orlando Resort Celebrates The One-Year Anniversary of The Wizarding World of Harry Potter Summary: Universal Orlando Resort creates special moment for guests celebrating in Hogsmeade and extends the virtual celebration to the all-new "Share Your Story" Facebook tab that allows guests to share their favorite memories from this spectacularly themed entertainment environment.

Body: ORLANDO, Fla. (June 18, 2011) - Today, Universal Orlando Resort celebrated the one-year anniversary of the most spectacularly themed entertainment environment - The Wizarding World of Harry Potter. In live celebrations, and virtual celebrations through the resort’s “Share Your Story” Facebook tab, guests were invited to share the wonder, excitement and adventures of the Harry Potter books and films come to life.




4. LinksLinks are the currency of the web. They are what we use to endorse content (retweeting links, blogging and linking to another site). Provide a relevant link in the first paragraph of your press release.

Search engines look at links pointing at your domain, and a link from a press release service such as PRWeb.com is a vote of legitimacy.

Providing a link early on in the press release also helps journalists and bloggers understand where to find more relevant content about this topic. They are also likely to use the link you provide in their follow-up stories, which means more links to your domain, and more votes of credibility for your content in the eyes of the search engines.




5. Boilerplate StatementThe boilerplate statement is the one-paragraph “About Us” snippet at the end of a press release. Most organizations reuse the same piece of copy for all press releases, which is a wasted opportunity as this is another place to add keywords and to establish the “so what?” (#4) of what you do or to reinforce your brand/business identity (#6).

Boilerplate Checklist:• Include the facts: company name, location, what you do. • Include the “so what?”, or the positioning statement (6: brand

statement, niche, business identity): what is compelling about what you do? Are you the 1st company to do it? Does 80% of the market use your products?

• Remember a press release is no place for a sales pitch, but you can write a compelling, relevant boilerplate statement that helps reinforce the message you are trying to get across in your press release.




Which is better for this example press release?

The Universal Orlando resort destination (www.universalorlando.com) includes two dramatically distinct and adjacent theme parks, the Universal Studios motion picture and television theme park and Universal's Islands of Adventure, Orlando's most thrilling and exhilarating theme park. Universal Orlando also includes CityWalk, a 30-acre dining, shopping, club and live-entertainment venue as well as premier on-site Loews hotels and world-class film and television production facilities.

Universal Orlando Resort is a theme park destination that places you and your family in the heart of pop culture's most incredible and timeless stories. Guests experience two exciting theme parks - Universal Studios and Islands of Adventure as well as Universal CityWalk, a 30-acre restaurant, shopping and nighttime entertainment complex; and three magnificently themed on-site hotels. Flagship experiences include soaring above Hogwarts with Harry Potter, swinging above the streets with Spider-Man, and helping Shrek save Princess Fiona in Shrek 4-D. www.universalorlando.com.

Boilerplate Checklist:

Include the facts: company name, location, what you do.

Include the “so what?”, or the positioning statement: what is compelling about what you do? Are you the 1st company to do it? Does 80% of the market use your products?

Remember a press release is no place for a sales pitch, but you can write a compelling, relevant boilerplate statement that helps reinforce the message you are trying to get across in your press release.



http://www.universalorlando.com

http://www.universalorlando.com

http://www.universalorlando.com/

http://www.universalorlando.com/


Social Media Release

A social media press release includes relevant links, keyword phrases, a great hook in the headline, summary and lead paragraph, and multimedia goodies like links, images, video and other shareable content.

Journalists and bloggers are looking for good content that can be made into excellent news stories. If you provide easy to access, well-written, remarkable, unique and newsworthy content that engages people, then you will get more incoming links (recommendations and referrals), more story mentions, a better chance of showing up in search results for related keyword phrases and a larger audience for your content.




Pulling It TogetherHeadlines:• A Headline Should Appear in Title Case• Capitalize Every Word Except Prepositions

and Articles• Aim for 60-170 characters• ALL CAPS FOR EMPHASIS SHOULD BE

AVOIDED.• Include relevant keyword phrases• Articulate the content of the press release• Provide a good hook (a reason to keep

reading)• Include the company name

Summary:• A Summary should appear in sentence case.• Aim for 1-4 sentences• Include relevant keyword phrases• Articulate the content of the press release• Provide a good hook (a reason to keep

reading)• Include the company name

Body:• Body content is on-topic and delivers on the

promise established in the Headline• Lead paragraph is 25 words or less• Aim for 300-800 words• ALL CAPS FOR EMPHASIS SHOULD BE

AVOIDED.• Include relevant keyword phrases (but avoid

spammy repetition)• Content is focused on a core message (not

trying to cram in 3-4 ideas)• Include a link early on in the release

Boilerplate Statement• Include the facts: company name, location,

what you do. • Include the “so what?”, or the positioning

statement: what is compelling about what you do? Are you the 1st company to do it? Does 80% of the market use your products? Remember a press release is no place for a sales pitch, but you can write a compelling, relevant boilerplate statement that helps reinforce the message you are trying to get across in your press release.




Individual AssignmentWrite a press release for your Terroryaki! event.

• Step 1: create a list of relevant keyword phrases that your target audience might use if searching for an event like yours. i.e., the name of your event, the book title and author name, the location of your event.

• Step 2: Think about the hook for your event. Write a relevant headline and summary.

• Step 3: Now write the lead paragraph, body and boilerplate.

• Due in 1 hour. Ensure your name and ID is included.



[email protected] should follow me on twitter @boxcarmarketing

Next StepsASSIGNMENT Individual Assignment on Online PRPrepare 5 minute group presentation for next class.

READINGSDarren Barefoot and Julie Szabo, Chapter 10 & 12, Friends With Benefits, 171-193 and 220-237

How to measure the success of a press release:http://www.bloggingprweb.com/how-to-measure-pr-success



http://www.bloggingprweb.com/how-to-measure-pr-success

http://www.bloggingprweb.com/how-to-measure-pr-success

Pub355: Writing for the Web

Business

Transcript of Pub355: Writing for the Web