CREATING FAVORABLE IMPRESSIONS

Publicity/Public Relations and Press

Releases

Public Relations

Activities that enable an organization to influence a target audience

Create a favorable image for a company, products, or policies

Cultivate media relations

Publicity

A tactic used by public relations professionals

Involves bringing news or newsworthy information to the public’s attention

Develop positive perception or awareness about an organization

Placement of publicity is FREE

Press Release

An announcement that is sent to media outlets

Also called a “news release”

Provides newsworthy information or developments about a company or its’ products/services

Uses a specific format

Writing a Press Release Basics

Double spaced

Printed on letterhead stationary

1 ½” margins – allows editor to make notes

Type copy- easy to read – Arial/ Times Roman

Legible and free of spelling errors

Use standard format for press release

Written in third person

Remember Your Audience

Audience is a reporter for a specific media or news organization

Not interested in “helping you”

Interested in a great story that will “help him/her” to please editor or readers

Give only good information that will help to write a good story

Top Tips for Press Release

1. Make sure the information is newsworthy.2. Tell the audience that the information is

intended for them and why they should continue to read it.

3. Start with a brief description of the news, then distinguish who announced it, and not the other way around.

4. Ask yourself, “How are people going to relate to this and will they be able to connect?”

5. Make sure the first 10 words of your release are effective, as they are the most important.

Top Tips for Press Release (continued)

6. Avoid excessive use of adjectives and fancy language.

7. Deal with the facts.8. Provide as much Contact information as

possible: Individual to Contact, address, phone, fax, email, Web site address.

9. Make sure you wait until you have something with enough substance to issue a release.

10. Make it as easy as possible for media representatives to do their jobs.

How To Write A Press Release

Writing An Effective Perfect Press Release:

http://www.youtube.com/watch?v=LIthf5Knl9I&safety_mode=true&persist_safety_mode=1&safe=ac

tive

Assignment

Using the company that you are researching for the Super Bowl promotion, prepare a press release related to that company’s products/services, or newsworthy information.

Use the template provided in your handout- or to access the template click HERE.