CIM Power of Marketing 30 Sept 2008

Writing press releases that get NOTICED Presented by Ellen Carroll

AGENDA 1. Introductions 2. Key learns 3. 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...

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...

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...

CLIENTS

ABOUT YOU Over to YOU Who? Where? What you want to get out of this workshop today?

KEY LEARNS From today: Not exhaustive Overview of the basics: Press releases Planning them Writing them Top tips for coverage Your audience Building relationships...

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...

In the words of Oscar Wilde: “The only thing worse than being talked about is not to be talked about at all.”

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?

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?

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...

CONTENT Answer the: Who? i.e. the company What? i.e. the product/event/service Where? i.e. location

CONTENT Answer the: When? i.e. the timing Why? i.e. interest, benefit, issue How? i.e. means...

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

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...

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...

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...

NOW WHAT? Review Adapt Pitch Targeted Subject line Relevant Be prepared – follow-up Evaluate Learn...

IN SUMMARY We have covered: Press releases Planning Relationships Content Top tips Things to avoid Presentation and layout Pitching...

WHAT HAVE WE LEARNT?

QUESTIONS?

Thank You