Working with Traditional Media

Introduction

• Who doesn’t love free press? The following presentation gives you tips for writing a press release, the formal way businesses communicate with the media.

• This presentation also includes ideas as to when you should write a press release, distribution helpful hints and ideas that will increase the chances a reporter will pick up your story.

Press Release Writing Tips

• Start strong: Your title and initial lines should briefly and directly convey what you want to say. Include the “who, what, where, when and why” in the lead of your press release. The remaining part of your press release should include supporting facts and examples.

• Make it easy for the media: Some media agencies and journalists will grab your press release and carry it in their publications with slight editing or no alteration. The more information and details you include - the less work the media has to do.



• Think like the reader: Put yourself in the reader’s shoes. Would you want to read your press release?

• Just the facts: Support your story with real facts. If you pull facts from other sources, make sure you attribute them. Avoid fluff and add-ons.



• Make it relevant: Try to point out real examples to support the message you want to communicate. Show why your information is important and how it benefits the reader. If your release isn’t newsworthy, don’t expect anyone to read it.



• Get permission: Get written permission before including information or quotes from officials or associates of other companies/organizations

• Avoid industry jargon: if the reporter doesn’t understand it, they won’t print it. Don’t assume they’ll call you if they don’t understand what your release means


Distributing Your Press Release

• Frequency – send multiple times. Don’t send when there is a catastrophe. Weather/major accidents always trump other stories.

• Send via email and fax.

• Call to see if the reporter got your press release.


• Don’t send your press release as an attachment. Busy reporters won’t take the time to open it—and if they’re using a Blackberry, they probably can’t open it.

• Meet their deadlines. They’ll go to press or air with or without you. Treat editors / news directors like important clients.



• Only submit a press release about a new product ONCE. An editor won’t publish the same press release three or four times in their publication.


Good Occasions to send out a Press Release

• Events - (Please submit at least ten days before the event.)– Grand openings– Classes or workshops– Announcing a contest– Exhibiting at a trade show– Holding a press conference to make an announcement– Holding an annual meeting or conference– Meetings open to public– Demonstration of products, ‘test drive’ a product– Speaking engagements– Fund raisers– Lecture or speech– Party or celebration– Recognition or awards ceremony– Sign up to attend future event

• Post-Event Details– Who was there?– Announce award winners with photographs– How successful was the event?– Will you hold the event again next year, next month?– Who will attend the event the next time you hold it?– Comments from event participants

• Products and Services– Introducing a new product or product line– Introducing a new service– Announce research that shows how your products work– New location for offering your products or services


• Technology– New technology being put in place– New technology developed by your business– New online technology service offered

• New business relationship– Let the public know if you acquire a new account or client– Announcing a new partnership– Announcing a joint venture

• Announcing an award– Won a prize– Received funding– Won a bid– Won a grant– Special community recognition earned– Industry recognition– Employee receives a scholarship


• Customers Satisfaction– Customer service award– Conduct a customer survey and report the results– Customer satisfaction survey results from an independent company– Reaching a significant customer service score or goal– Compile findings from customer experiences and write a report– Testimonials from customers– Report good feedback on your social media page

• Reaching a significant goal– Sales goal– Funding goal– Fund raising goal– Customer performance goal



• Community activities– Sponsor a sports team– Make a contribution to a charity– Create scholarship program– Create a sports team with your employees– Contributions towards a community event or activity

• Significant milestone– Business Anniversary– Business Birthday

• Research and development– Pilot study underway– Pilot study findings– Outcome of research program or efforts



• Business announcements– Planning an IPO– Announcing quarterly results– Changes in hours of operation– Temporary service outage– Change in service terms

• Publishing– Publish a book, white paper or e-book– New study, findings, industry insight– Article published about your company

• Launching a campaign– Marketing campaign in association with an agency– Marketing campaign created in-house– Fundraising campaign



• Special guest appearance or guest speaker at your business– Celebrity– Author– Specialist– Industry expert– Designer– Autograph signing– Photo opportunity

• Employee announcements– On-boarding a new employee, executive, notable individual– Notable person will chair a committee– Notable person will attend an event– Notable person will speak at an event or conference– Notable person will volunteer their time, join a board of directors, or create a charity– Company employee quoted in article or web article– Employee will be featured on television, radio or podcast show– Employee promotions



• JP Shaw– Account Executive, Central Penn Business Journal– [email protected]– 717-236-4300 x301

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Working with Traditional Media

Business

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