Press Release Workshop Presented By: Cathy James Cat’s Cove Communications catscovecommunications.com 613-326-0338

Today We Will Look At… What is a press release? How and when to use a press release The do’s and don’ts of a press release Crafting a press release Forming relationships with the media Using your own platforms to spread the word

But, first… About Me: Cathy James About You Who are you? What’s your background? What do you want to get from this session?

A Press Release Is a statement or announcement written primarily for members of the news media, including reporters, editors and bloggers. While intention for press release is to gain media attention for an individual or organization, today there are a number of reasons to regularly develop and distribute them.

Why write a press release? A press release has newsworthiness. The following are four elements that make an announcement newsworthy: Timing Impact Prominence Proximity

When not to write a press release When you’re trying to sell an item for profit When there is no news hook When no one else will care – ouch…

Writing for the News Like any good news story, a press release should answer the 5 W’s: What happened? When did it occur? Where did it happen? Who was involved? Why did it occur?

How NOT to write a boring press release Ask Yourself: What’s in it for my audience? Include a quote Write like a human Read through it

Crafting a Press Release: The Headline A headline should be no more than 8 words It should grab a reader’s attention, while also outlining what to expect in the press release Use sub-headings to further explain any necessary information

Headline Tips Give your readers a reason to read Write it last Create an emotion with readers Keep it short Avoid business jargon Ask yourself if you’d read it

From Drab to Fab Turn the following headlines into attention- grabbing headlines: Murry’s Pet Store is 50 years old Blood Donors Needed for Summer Months Local Author Releases New Book about Ghosts

Crafting a Press Release: The Body Like a good news story, write it as a triangle. Include the most important pieces of information at the top of the story, quote sources in the middle and your tail end should be any final comments.

Introduction A soft lead vs a hard lead The hidden lead The overly informed lead The dull lead

Crafting a Press Release: Tell a Story Write the press release as you would a news story, and your chances for publication increase. Important elements include: Quoting good sources Including a human element in the piece Telling a story Don’t make it a sales pitch

Quotable Quotes Include quotes from sources that add to the story Follow CP style for formatting 1. Lead smoothly into the quote 2. Insert quote 3. Close quote “The kids were only up three times last night,” Cathy says. “It’s a big improvement, and it’s all because I called Jessica from Sleep Time for Tots.”

Crafting a Press Release: Contacts Include contact details in the press release Include links back to your website and social media platform accounts -30-

Exercise Wheelers Pancake House What are the 5 Ws? Write a headline Write a lead Who would you quote in the story?

Now that you’ve got your outline.. You have to write it Brain Dump It Return to it and review it Use formal, but conversational tone – Grade 6 reading level - Phew! Read it out loud and read it backwards Get someone else to read it Then, set your ego aside Maximum 500 words

Break: 10 minutes

Where to distribute your press release

1995 vs. 2015

Traditional Media Outlets Local newspaper (press releases and columns) Local radio stations Local cable television station PR Websites

Hello, Internet Your company website/blog Your company’s social media platforms Other people’s blogs Other company’s social media platforms An already-captive audience

Your Best Question: Who is My Audience? Where are they hanging out? Think outside the box: speciality online magazines, blogger outreach, social media streams, monthly newsletters…

Examples Classic Theatre Festival Perth 200th Anniversary

Building a relationship with media Reach out and introduce yourself Send the press release via email Follow up with a phone call or email within two days, if necessary.

Tips from a Newspaper Editor: DO THIS Use Word docs and copy and paste the article into the body of an email. Simple fonts - no highlighting/no crazy creative stuff - that is a pain to edit. For example, keep it all Times New Roman font, or Courier, 10pt, single spaced. Perfect.

Tips from a Newspaper Editor: DO THIS If there are photos, please attach as a jpg file, at least 200 DPI 5x7 in size is ideal. If there are images, please ensure there is a cutline, with all people's names included. If there are multiple images, please use drop box, a USB or CD, but ensure you have cleared this with an editor first. There is nothing worse than getting inundated with photos that aren't expected. They clog up the inbox.

Tips from a Newspaper Editor: DO THIS Sell it by highlighting the area it's important to, and why - if it's an event, please state that in your greeting to me in an email. Name the press release - something other than or along with 'PRESS RELEASE' - I get a million of them; so if it's important it gets into the paper, please see above

Tips from a Newspaper Editor: DO THIS Keep it short (300 to 500 words is best). Provide contact information of the writer for clarification purposes. If you’re promoting an event, send the release at least two weeks in advance. The newspaper could follow up by coming to your event and taking a photo. The more notification, the better. Request confirmation of receipt.

Tips from a Newspaper Editor: NOT THAT Don't use PDF's. They are a nightmare. I have to request Word Docs when I can't open a PDF, and when I can, I have to spend a lot of time taking out paragraphs and or hard returns.

Tips from a Newspaper Editor: NOT THAT Don't copy and paste a photo to the body of an email. Use a jpg attachment. Don't send me a link to a Facebook page, or to an online blog, or anywhere else. Keep me focused on your email - I lose focus easily and if that's the case, it may get dropped through the cracks.

Tips from a Newspaper Editor: NOT THAT Don't expect it will be published just because you sent it to the paper - we will do our best to publish if we deem it newsworthy and if we have space. If you are selling something for profit, buy an ad.

Your Press Release Got Published! Send a thank-you email to the editor/media outlet contact for promoting the press release. Showing gratitude goes a long way when establishing relationships with the media.

Other outlets: Your own Use your website to publish your press release online. Include links to other sections of your website Link the press release webpage to your social media sites. You have control over how much you promote your news pieces: use the control wisely. The 20/80 rule

Last Ideas: Who is your audience? Compile Media outlet contact list Work each press release to fit into the media’s scope Make it formal, but conversational

Exercise: Let’s get Crafty Crafting your own press release

Is your head about to explode? Next steps: Why are you Press Releasing? Who is your audience? Create a Media outlet outreach list Find your voice and your message Put together an outline Brain Dump It – Write It – Edit It Share It

Thank You! Any questions? Cathy James Cat’s Cove Communications 613-326-0338 cathy@catscovecommunications.com www.catscovecommunications.com