how to write a press release & what to do when the media calls
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TRANSCRIPT
HOW TO WRITE A PRESS RELEASE
Why do I need a Press Release?
• Attempt to gain media coverage for a person, company, organization, event or issue;
• To provide media with a document that can be passed onto its audience;
How do I begin?
• Choose one key idea per release;
• Write it in a clear, concise manner;
• Answer the questions Who, What, When, Where and Why or How
What is the proper layout?
What is the proper layout?
How will it look?
Now What?
• Distribution– Will it be distributed to Local, Regional, National
media or a combination?– Do you want to send it to Television, Radio or
Print?– Paid or Free New Release Sites
Now What?
• Follow up– Call media to make sure they received it– Make sure you are available– Make sure you know the answers.
What could you do a press release about?
• Do you have a story that is unique or different and could benefit others?
• Do you have something tangible you want to sell to the public (a book, a product)?
• Do you have an event to announce?• Have you opened a new office, or changed
locations?• Have you just hired additional staff?
My offer to you.
• If you decide to write your own press release, I will critique one release for you for free and provide feedback on how to improve it.
• If you decide you need a press release but decided you don’t want to write it, I will write and distribute one press release for you for $99 (normally $250).
HOW TO TALK TO THE MEDIA
They want to interview me –Now What?
• Prepare –
– Try to anticipate the questions that will be asked
– Research the Reporter – watch stories they have done/read articles they have written
– Know your subject
They want to interview me –Now What?
• Think first, speak second
– Decide what you are trying to accomplish and what you don’t want to say
– Don’t be long and complicated and don’t ramble– Avoid the jargon of your industry– Don’t go “off the record”
They want to interview me –Now What?
• Know your Message
– Know your key points
– Don’t just answer the question, but tie it into your key points
They want to interview me –Now What?
• Use “layman’s” terms
– Don’t complicate your answer with large words and terms that no one understands
– Be clear and concise
They want to interview me –Now What?
• Media Deadlines
– Be flexible
– Answer the phone (or email)
– Provide all requested information
Q & A
There are no dumb questions, if you are thinking it, so is
your neighbor!
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