cim power of marketing 30 sept 2008 writing press releases that get noticed presented by ellen...
TRANSCRIPT
CIM
Power of Marketing 30 Sept 2008
Writing press releases that get
NOTICEDPresented by Ellen Carroll
AGENDA1. Introductions2. Key learns3. 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?
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?