why are we still writing press releases?
DESCRIPTION
"Why are we still writing press releases" is a 2014 conference presentation exploring the relevance and changing landscape of published news articles in higher education public relations efforts.TRANSCRIPT
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Why are we still writing press
releases?Gregory E. Kie @GKie
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The news industry is changing dramatically
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Are we changing with
it?
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A Facebook post probably reaches your target audience more effectively
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We can learn a lot from the changing landscape of The New York Times.
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We are writing in a style that died along with blast faxes
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“90 percent of everything is crap.”- Sturgeon’s
Law
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“If you throw enough crap against the wall, some of it is bound to stick.” -Something I
learned at #SUNYCUAD
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Too much crap brings about a bigger problem:Lack of
Discovery
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So why are we still writing press releases?
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Answer: My supervisor, vice president or college president told me to.
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Lesson: Avoid Marketing Language
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“For our purposes, marketing language, exaggeration and aggrandizement are of little value and require work to remove them.” –Craig Frielich, northcountrynow.com
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Never discount local outlets
It’s easier to republish a news article once it’s been recognized. Upsell your news based on previous coverage.
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Case Study - Kevin Manne @k3v2
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“It went bonkers.”
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“Don’t write the story for us or use cute lead-ins. Provide the information in a concise
way and let us decide.” – Paul Riede, Syracuse Media
Group
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We should write NEWS releases, not PRESS
releases.
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We should NOT pepper every media outlet with
every release
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Social media cannot be an afterthought, it should be integrated into the press release strategy.
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Watch what you put out on the wire. Does a story about
two staff members sponsoring a bowling
tournament need national attention?
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Remember the inverted pyramid
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Use readMedia’s Merit to send targeted student news
releases
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Above all, know your audience. Then write for
them.
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Always include a picture
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“When you can write the type of press
release that is aligned with the news media’s own goals and needs, they'll not only print the release but thank
you for it.” – Colin Matthews, CEO,
readMedia