1. Press Release Workshop
Presented By:
Cathy James
Cat’s Cove Communications
catscovecommunications.com

2. 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

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

4. 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.

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

6. 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…

7. 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?

8. 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

9. 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

10. 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

11. 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

12. 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.

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

14. 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

15. 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.”

16. Crafting a Press Release: Contacts
Include contact details in the press release
Include links back to your website and social media platform accounts
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17. Exercise Wheelers Pancake House What are the 5 Ws? Write a headline
Write a lead
Who would you quote in the story?

18. 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

19. Break: 10 minutes

20. Where to distribute your press release

21. 1995 vs. 2015

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

23. 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

24. 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…

25. Examples
Classic Theatre Festival
Perth 200th Anniversary

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

27. Tips from a Newspaper Editor: DO THIS
Use Word docs and copy and paste the article into the body of an .
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.

28. 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.

29. 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 .
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

30. 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.

31. 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.

32. Tips from a Newspaper Editor: NOT THAT
Don't copy and paste a photo to the body of an . 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 - I lose focus easily and if that's the case, it may get dropped through the cracks.

33. 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.

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

35. 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

36. 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

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

38. 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

39. Thank You! Any questions? Cathy James Cat’s Cove Communications