The 13 Worst Mistakes

You’re Making With

News Releases

“There is no greater waste of time than the average press

release, overloaded with cotton-headed marketing

language like your mother crams bug-spray cans in a

summer-camp suitcase. Typical releases? Never have so

many written so much saying so little to be read by so few.”

— MICHAEL LONG

vs.

press release

or

news release

1

Press News

Audience Reporters

Press News

Audience Reporters Public

Press News

Audience Reporters Public

Goal Media

Coverage

Press News

Audience Reporters Public

Goal Media

Coverage

Search Engine

Optimization

headline

2

#1 Fortune 500 Companies

in NASCAR Increase

for 3rd Consecutive Year

#1 Fortune 500 Companies

in NASCAR Increase

for 3rd Consecutive Year

#2 STUDY: NASCAR

Continues to Dominate

Corporate Sponsors

Among the Fortune 500

#1 Fortune 500 Companies

in NASCAR Increase

for 3rd Consecutive Year

#2 STUDY: NASCAR

Continues to Dominate

Corporate Sponsors

Among the Fortune 500

#3 NASCAR Now

Partners With 1 in

Every 4 Fortune 500

Companies

this Nathan’s Applauds

FDA Findings on

Hot Dogs

this Nathan’s Applauds

FDA Findings on

Hot Dogs

or this? Nathan’s Identifies 5

Ways the FDA Just

Made Humanity

Healthier

#1 New Report Ranks Top

U.S. Cities for Bedbug

Infestations

#1 New Report Ranks Top

U.S. Cities for Bedbug

Infestations

#2 These Are the Cities With

the Most Bed Bugs

#1 New Report Ranks Top

U.S. Cities for Bedbug

Infestations

#2 These Are the Cities With

the Most Bed Bugs

#3 Chicago Tops Bed-

Bug Cities List for

Third Year in a Row

this EPIC Investigation:

Spy Agencies Are

Tapping Data From

Your Apps

this EPIC Investigation:

Spy Agencies Are

Tapping Data From

Your Apps

or this? How the Government

Uses Angry Birds to

Spy on You

this New ACLU Report

Reveals That FBI Uses

Malware for Surveillance

this New ACLU Report

Reveals That FBI Uses

Malware for Surveillance

or this? The FBI Can Secretly

Turn on Your Laptop

Camera Without Turning

on the Indicator Light

subheadline

3

business Last project of outgoing CEO,

Stan Russell

business Last project of outgoing CEO,

Stan Russell

tech First tool built at new all-robot

plant in Oregon

buzzwords

4

this? Hired, a leading staffing agency,

today announced its acquisition of

Fired, a prominent management

consultancy.

this? Hired, a leading staffing agency,

today announced its acquisition of

Fired, a prominent management

consultancy.

or this? Hired, LLC, one of the largest

staffing agencies in North

America, today announced its

acquisition of Fired, LLC, a

management consultancy best

known for its portrayal in the

movie, Up in the Air (2009).

quotes

5

this? “In 2014 we launched T Brand

Studio with a small team that

focused on creating branded

content at a level of quality

people expect from the New York

Times. That talented team of

designers, writers, producers,

developers and strategists has

grown four-fold in the last year,

and we’re excited to bring our

market-leading expertise to

international advertisers.”

this? “In 2014 we launched T Brand

Studio with a small team that

focused on creating branded

content at a level of quality

people expect from the New York

Times. That talented team of

designers, writers, producers,

developers and strategists has

grown four-fold in the last year,

and we’re excited to bring our

market-leading expertise to

international advertisers.”

or this? “Last year, we were a risky

experiment. Today, we’re an

indispensable—and soon

international—moneymaker.”

links

6

this? T Brand Studio in New York has

completed 70 campaigns for 60

advertisers, including the award-

winning campaign about women

in prison for Netflix to promote

Orange Is the New Black and

major campaigns for Cole Haan

and Google.

this? T Brand Studio in New York has

completed 70 campaigns for 60

advertisers, including the award-

winning campaign about women

in prison for Netflix to promote

Orange Is the New Black and

major campaigns for Cole Haan

and Google.

or this? T Brand Studio in New York has

completed 70 campaigns for 60

advertisers, including the award-

winning campaign about women

in prison for Netflix to promote

Orange Is the New Black and

major campaigns for Cole Haan

and Google.

this? Christine M. McCarthy has been

named Senior Executive Vice

President and Chief Financial

Officer and Kevin Mayer has

been named Senior Executive

Vice President and Chief Strategy

Officer of the Walt Disney

Company, effective immediately,

it was announced today by

Robert A. Iger, Chairman and

Chief Executive Officer.

this? Christine M. McCarthy has been

named Senior Executive Vice

President and Chief Financial

Officer and Kevin Mayer has

been named Senior Executive

Vice President and Chief Strategy

Officer of the Walt Disney

Company, effective immediately,

it was announced today by

Robert A. Iger, Chairman and

Chief Executive Officer.

or this? Christine M. McCarthy has been

named Senior Executive Vice

President and Chief Financial

Officer and Kevin Mayer has

been named Senior Executive

Vice President and Chief Strategy

Officer of the Walt Disney

Company, effective immediately,

it was announced today by

Robert A. Iger, Chairman and

Chief Executive Officer.

visuals

7

this? There are some things you just

can’t get out of your head… a pop

song, a line from a movie… a

spicy chicken sandwich? When it

comes to crave-ability, Wendy’s

Spicy Chicken Sandwich always

hits the spot. Spicy chicken lovers

take to social media to chatter

about their sudden cravings for it.

In fact, fans tell us the only way to

get Wendy's Spicy Chicken

Sandwich out of their head is to

get it in their hands—and mouths.

this? There are some things you just

can’t get out of your head… a pop

song, a line from a movie… a

spicy chicken sandwich? When it

comes to crave-ability, Wendy’s

Spicy Chicken Sandwich always

hits the spot. Spicy chicken lovers

take to social media to chatter

about their sudden cravings for it.

In fact, fans tell us the only way to

get Wendy's Spicy Chicken

Sandwich out of their head is to

get it in their hands—and mouths.

or this? There are some things

you just can’t get out

of your head… a pop

song, a line from a

movie… a spicy chicken

sandwich? When it comes to

crave-ability, Wendy’s Spicy

Chicken Sandwich always hits the

spot. Spicy chicken lovers take to

social media to chatter about their

sudden cravings for it. In fact, fans

tell us the only way to get Wendy's

Spicy Chicken Sandwich out of

their head is to get it in their

hands—and mouths.

this? The U.S. Chamber of Commerce

today launched a significant ad

blitz in dozens of congressional

districts across the country to

support reauthorization of the U.S.

Export-Import Bank.

The ads can be viewed here.

this? The U.S. Chamber of Commerce

today launched a significant ad

blitz in dozens of congressional

districts across the country to

support reauthorization of the U.S.

Export-Import Bank.

The ads can be viewed here.

or this? The U.S. Chamber of Commerce

today launched a significant ad

blitz in dozens of congressional

districts across the country to

support reauthorization of the U.S.

Export-Import Bank. View the ads

here:

this? Vice Media today announced that

it raised a new round of founding,

in the amount of $500 million, in a

deal that values the youth digital

media brand at $2.5 billion. To put

this eye-popping number in

context, in March, Business

Insider secured $12 million, at a

$100 million valuation, while in

January Mashable raked in $13

million.

this? Vice Media today announced that

it raised a new round of founding,

in the amount of $500 million, in a

deal that values the youth digital

media brand at $2.5 billion. To put

this eye-popping number in

context, in March, Business

Insider secured $12 million, at a

$100 million valuation, while in

January Mashable raked in $13

million.

or this? Vice Media today announced that

it raised a new round of founding,

in the amount of $500 million, in a

deal that values the youth digital

media brand at $2.5 billion. Here’s

how Vice stacks up against other

publishers:

recap box

8

this? The webinar will take place on May

7, 2016, from 10 AM - 12 PM EST.

To register, please visit

http://prnewsonline.com/webinar.

this? The webinar will take place on May

7, 2016, from 10 AM - 12 PM EST.

To register, please visit

http://prnewsonline.com/webinar.

or this? To recap:

DATE

May 7, 2016

TIME

10 AM – 12 PM EST

LOCATION

http://prnewsonline.com/webinar

9

###

or

-30-

9

###

or

-30-

contacts

10

this? Press Contacts

Ernie Knewitz

(732) 524-6623

(917) 697-2318 (M)

Amy Jo Meyer

(732) 524-6678

(908) 616 6250 (M)

this? Press Contacts

Ernie Knewitz

(732) 524-6623

(917) 697-2318 (M)

Amy Jo Meyer

(732) 524-6678

(908) 616 6250 (M)

or this? Press Contacts

For Interviews With Alex Gorsky

Ernie Knewitz

(732) 524-6623

(917) 697-2318 (M)

For Everything Else

Amy Jo Meyer

(732) 524-6678

(908) 616 6250 (M)

social media

10

Michael Irvin & Jerry

Rice Named 2016 Pro

Bowl Legends

Captains

Michael Irvin & Jerry

Rice Named 2016 Pro

Bowl Legends

Captains

We just named these two

Hall of Famers the

legends captions for the

2016 Pro Bowl. (Hint:

they’re both wide

receivers.)

Michael Irvin & Jerry

Rice Named 2016 Pro

Bowl Legends

Captains

We just named these two

Hall of Famers the

legends captions for the

2016 Pro Bowl. (Hint:

they’re both wide

receivers.)

Congratulations to

@michaelirvin88 and

@JerryRice, the

2016 Pro Bowl

Legends Captains!

blog post

11

Why is this man

smiling? And

what does it have

to do with news

releases?

this? Bloomberg LP and Michael R.

Bloomberg, its founder and

majority shareholder, announced

today that Daniel L. Doctoroff will

be stepping aside from his role as

President and Chief Executive

Officer of the company effective

at the end of this year. Bloomberg

LP will not name a replacement,

but rather will again be led by Mr.

Bloomberg with support from the

existing leadership team.

this? Bloomberg LP and Michael R.

Bloomberg, its founder and

majority shareholder, announced

today that Daniel L. Doctoroff will

be stepping aside from his role as

President and Chief Executive

Officer of the company effective

at the end of this year. Bloomberg

LP will not name a replacement,

but rather will again be led by Mr.

Bloomberg with support from the

existing leadership team.

or this? A little less than seven years ago,

Mike Bloomberg bestowed on me

the greatest honor possible: he

entrusted me with his company. It

is with great pride that I now turn

it back to him. At the end of this

year, I will step aside as the

President and CEO of Bloomberg

LP and Mike will once again

assume the helm of the company.

google alert

12

pdf

13

1

Index

1 2

Index Share

1 2 3

Index Share Read

(Mobile)

@jrick jonathanrick.com/

newsletter

jonathanrick.com/

presentations