Levy Sun’s Guide to Writing a Press Release – Part 2
In continuing with the previous post, this second part will teach you the different type of press releases and some do’s and don’ts when it comes to content.
Types of Press Releases
I like to classify the types into three groups: The Informer, the Special Invite and the Let’s Look Back.
The Informer
This type of press release starts out with the all-caps FOR IMMEDIATE RELEASE and then dives into the content. The informer is sent out at least a week before the event and is meant to give publishers/editors time to pursue the topic more in-depth or give them the opportunity to run it immediately.
The Special Invite
This type of press release is the golden ticket you give to the chubby child who absolutely adores chocolate ice cream scoops. In this case, this press release starts with an all-caps MEDIA ALERT. This type of press release isn’t meant for the public eye and is only reserved for journalists to attend. A lot of times, it would be a pre-event that will give reporters the “scoop” before the main public event. Generally, this is a good tactic to build up hype. An example would be the Long Beach Airport’s Vin Fiz Event where they gave reporters an exclusive media event and then, after publications printed the news, gave the public the actual event.
The Let’s Look Back
This type of press release commonly follows an Informer or Special Invite press release. They start out with the all-caps FOR IMMEDIATE RELEASE, just like it’s Informer sibling. What makes this different is that this is informally called a post release. As you may have guessed, this is a press release sent AFTER an event. To make this type of release most effective, you have to send this out immediately after or during an event. This way, your event will seem timely and relevant. When I worked at the Long Beach Port for their annual Green Port Festival, a post release was always sent near the end of the event. Within hours, news blogs republished the press release and people were able to see what had just occurred mere hours ago. Nifty, eh?
Do’s and Don’ts
There are a few rules to writing, pitching press releases and working with the brave men and women in journalism. Rather than drill down by category, I’ve listed the top three Do’s and top three Don’ts. As a disclaimer, these rules may vary by publication and region, but they can be generally adapted.
DO’S
1. Write the press release in a news article format. Start with the important information (who, what, when, where, why is it important) and then drill down to the details and fluffy quotes. Journalists receive A LOT of emails and mail. The last thing they want to do is to wade through your release looking for exactly when Timmy’s Tenth Telly Time Event will happen. Also, pick yourself up a copy of the AP Stylebook. This is an industry standard writing style that reporters and PR pros use. If you can write like a reporter, then you will have a higher success rate.
2. Do your research. As I mentioned in part 1, this can make or break your press release. Find out what the publication has been publishing and even what individual reporters are publishing. This way, you can ensure that your press release is relevant to their interests.
3. Get to know your repeat reporters. These guys/gals are your key partners in the world of media. Allow them the first scoops to stories and you’ll find yourself in a much favorable standing when it comes to deciding whether or not to cover your story or another story about a runaway bunny.
DON’Ts
1. Harassment is illegal in many states. I say this because I’ve known people who would call at least twice a day pitching and re-pitching their stories to the same publication. Please don’t do this. Our fellow media workers have enough on their plate as it is.
2. Don’t neglect social media. Many reporters are accessible through their Twitter or LinkedIn accounts and some may be more willing to quick pitches that catches their attention quickly. Send them a tweet and maybe a link to view/download the press release.
3. BIG DON’T: This isn’t all there is to pitching a story. Just because you write it, that’s just a portion of the work. Always remember to do your research, follow bloggers, follow trends in the industry and other factors that can influence how journalists talk about your industry.
I hope this introductory series has been helpful in getting you the best press release. If you have any questions or comments, please leave them there below. I would love to hear from readers who have different experiences or wish to provide their best practices for writing a press release.
Levy Sun’s Guide to Writing a Press Release – Part 1
Okay, I’ve done it. I’m going into the press release foray swinging wildly with my how-to book and why-not flashcards.
What makes this “how to write a press release” different than the millions of others is the simple reason why some teachers are more successful at teaching than Wikipedia: This guide will explain WHY along with the How.
Combusting myths
First, let’s clear the air about press releases:
1. There is no magic bullet. Spin it, wrap it in a shiny bow and deliver it with a singing mime and you’ll find that your press release will not work for all publications. I pitch stories over a wide geographic area that ranges throughout the United States and sometimes Canada. I found that different publications require a slightly different treatment in each press release I send out. A Los Angeles publication whose readership may be more into the local culture will get a different press release than a Des Moines publication whose readership may be more into the economy (examples do not reflect actual demographic attitude).
2. A press release is just a step in a bigger process of pitching a story. A successful (or probability of a more successful) media pitch is 80% research, 10% writing, 9% pitching and 1% wondering if you made a good enough impression on the editor. I get a lot of requests from people I work with (both at work and outside) who just wants to send a “quick” press release blast. My friends, that’s how you treat a zombie, but not a fellow human being at a publication. Research takes time and it takes a specific caliber of professionalism and tech-know-how. When you’re pitching a story, you are essentially doing a business pitch that requires multiple steps.
So all those wonderful websites that claim that they can GUARANTEE you press coverage based solely on a magic bullet press release format are equally reputable to people claiming that letting your child run feral through the mountains is a necessary character-building exercise.
I’m going to assume by now that you have done some research on press releases and know the general layout. If not, HERE is a good example.
Think like the Reader
A lot of people and websites advise first-time press release writers to think like a reporter/editor/someone who drinks too much coffee and works in a newsroom. That’s as futile as telling a person to think like the producers of Jersey Shore if he wants to know how to appeal to the brainless masses. Let’s take that step out and think about the people you are really targeting: the readers. The very demographic that a majority of people can relate to, right?
Most of us have picked up the paper or have read at least one news article in the past week (I hope). We know what it’s like to be on the receiving end of news and we know what it takes to get us to consume a particular type of news. Before you tackity-tack away on your keyboard, do a bit of brainstorming (or squishily-slash if you’re using quill and ink). Think about the content of your press release with the following tips in mind:
1. If you’re a reader of X publication, why should you care about the story? Is your story local? Does/Will it impact your daily life? Is it about an opportunity that will benefit you or your family?
2. Classify your news according to X publication. Does your news fall under hard, political news or is it better off being a community news story? What type of reader would want to know about your story: A student, mom, working parents, etc.?
3. Will there be pretty pictures? Seriously, I’m not joking. You have to admit that pretty pictures in news stories tackle your eyes a lot faster than the plain text stories. Will there be an opportunity for reporters/photographers to take some awesome photos of your event/product-in-action? With media convergence now the status quo, will there be an opportunity for online videos or photo essays?
Keep in mind that this is just ONE publication. Granted, you may be lucky enough to work in an area where a lot of publications have overlapping readers, but you still need to do your research. For example, I live in Long Beach. This means that there are publications in the region that overlap demographics, but are still drastically different. One major publication centers around business and community news while another one is more about the local economy and hard news. This means when I write press releases, I have to ensure that my story caters to the readership of each.
In Part 2 of “Levy Sun’s Guide to Writing a Press Release,” I’ll explain the different types of press releases along with some major do’s and don’ts that can result in either your story being printed or thrown into the trash.
Questions? Ask in the comment section and I’ll be sure to reply and/or address them in the next post.
Yearly Sunslice: 2011 — The push for personal branding, growth and more
“I can’t wait for it to be 2012!” the man said to me. “So much promise and so many changes are ahead of us.”
I couldn’t agree more. As the man and I swayed to the gentle rocking of the Metro train, I couldn’t help but think about what 2011 meant to me.
Professional Life
I never realized how many times I would be challenged and, with some persistence, I would pull through and succeed in my responsibilities. It first started with the introduction of a mobile app called VisionSim (hats off to Evil Genius Technology for the actual programming and tech support). Generating ideas with my team and forming some basic designs were my tasks. Normally, this is run-of-the-mill stuff, however, this was the first time I became so involved in the development of a mobile app.
Another exciting development was the www.brailleinstitute.org website. After nearly 5 months of planning, redesigning and excavating every detail, our team published the revamped website with much cheer and celebration. After determining that our old Drupal CMS-based website no longer supported our growth, we worked with a wonderful vendor (Productive Edge) based in Chicago to develop a new website on a Pegboard CMS. The most exciting aspect about this project was the fact that I was able to hone my HTML and design skills. Additionally, I became more familiar with how websites are developed. Here’s a little known fact: I was in huge support of Pegboard not because of how easy it was to use or that our vendor was just great all-around. I chose Pegboard because it reminded me of the CIVICA CMS that I was familiare with back when I worked for the Port of the Long Beach.
If you thought I was PR tech-ed out, then you are mistaken. The 2011 Braille Challenge further solidified my role in the world of social media as, for the very first time, we introduced the use of live tweeting and Facebook promotion. I worked closely with the Marketing and Digital Media directors to integrate our new website’s online forum and social media accounts. This resulted in an experience that enhanced our event and made the Braille Challenge even more enjoyable for our tech-savvy audiences.
Last, but not least, I had my butt kicked by blind and visually impaired hikers. Not literally. But close enough. In an effort to challenge themselves, our students teamed up with ChrisLynch, a 52-year-old mountain climber who began climbing these earthly behemoths at age 15. They ended up, after several training hikes, scaling Mt. Baldy in LA County. I tagged along, of course, so we could use a great story for our newsletter. But as I integrated myself into the group, I felt a serious bond that couldn’t be severed by tired legs or sore knees. It was an amazing feeling but because I wasn’t physically prepared for the hike, I could only make it halfway before I waved on my visually-impaired companions. I watched as they ascended higher and higher until they became little spots dotting the mountainside. But you could tell that these spots were different…they shone brighter than any other hiker did that day.
Personal Life
I was never the brightest bulb in the room. In elementary school, I was put in English as a Second Language (ESL) classes. Quite frankly, I understood English well enough (thank you Saturday morning cartoons), but I wasn’t speaking it fluently or in a way that people could understand. This posed problems for me academically and socially. I was a bit challenged, in a way. This was all before my parents and certain teachers finally stepped in.
Fast forward more than a decade and I was excelling in my Honors and AP classes. With extra-curricular activities packed in along with fretting about college applications, it was as though all remnants of my stunted development were etched away with every A I received on a quiz or test. In college, I succeeded in graduating in 4 years with a proud degree and minor under my belt as well as applicable working experience that launched me into the PR industry. Additionally, I started volunteering and applying my convergence skills to projects I never thought I’d ever dream of doing.
Now, 2011, I found myself developing even more as an individual. I’m still young, I know, compared to many of my colleagues and I can accept that I have much to learn. But it is the fact that I have much to learn that drives me to succeed.
“Matt, you do too much. How do you do it?” I’ve been asked by friends. Some were more discreet by just commenting on my ferocious appetite for knowledge and experience.
I tell them exactly what I’m telling you now.
Additionally, I tell them that I probably work 3 times harder than the same person next to me. I know I had a rough upbringing and was a little late to the game, but now I know exactly what I need to do to succeed.
That is why I taught myself photography. I taught myself how to break down HTML codes when I was in 5th grade. I taught myself how to make the best design in my media design class. I taught myself how to engage successfully with people when I’m at events. I taught myself how to do many things around the house that I may have to call someone else about. Sure this may take a chunk of my day, but in the end, I’m happy.
I’m happy.
I think that’s what matters right?
If I can continue to teach myself and learn from the experience of professionals in my field, then I know I can stay happy. If I can continue applying and growing the skills I have now, I know I’ll be more than content. So that is my message to myself and to my readers: Find your flaws, work with it and turn it into your strength.
Sure, I get friends using the words “over-achiever” to describe me. But I just smile. Mainly because if they knew the great lengths it took me to be called an “over-achiever,” then I must be doing something right.
Looking forward
The Metro train that was swaying me and the man finally grinds to a halt. It’s his stop. I look at him and smiled.
“See you next year,” I said.
“Happy New Year,” he said tapping his cane as he made his way out.
GoDaddy Concedes after Uproar over its Support of Anti-Piracy Act
In less than two days since an Internet boycott began, former Stop Online Piracy Act (SOPA) supporter GoDaddy caves to appease its customers and save its public image.
Voting with the wallet was the effective strategy as many online communities rallied against GoDaddy for its vociferous support of a bill that seeks to eliminate piracy, but left many loopholes, according to activists, for the government to curb 1st amendment rights.
In an early press release, GoDaddy stated that they have “received some emails that appear to stem from the boycott prompt, but we have not seen any impact to our business.”
However, GoDaddy later reversed their stance on SOPA and admitted that “it’s very important that all Internet stakeholders work together on this. Getting it right is worth the wait. Go Daddy will support it when and if the Internet community supports it.”
Now this statement really perks my interest.
It shows that a large company like GoDaddy undersands it needs to include affected parties before making decisions that can impact them in the future. With SOPA, this was definitely an opportunity GoDaddy had to present an open forum and educate the public and its customers. Perhaps then, it can then make a move to support, denounce or stay neutral in the matter.
Of course, politics can be a messy road filled with cracks and detours so there may have been other factors that contributed to GoDaddy’s decision to forge ahead with Congress to support SOPA.
The lesson: Open communication. The key to a successful project is to have the backing of the communities you influence. Invitations for input is much more appreciated than a closed door policy. It’s smart and it’s just good practice for any organization that value a positive public image.
Learn more about SOPA HERE
2011: A Year in Review
We wrap up a very tumultuous year filled with hope, deaths, inspiration, revolution and recovery. I’ve pulled together some of the best “Year in Review” content and present them to you here. Goodbye, 2011. Hello, 2012.
Google: Zeitgeist 2011 — Year in Review
2011′s Best Novels by NPR
“This was a terrific year for fiction and a particularly strong year for first-time novelists. Some of the literary debutantes who glide through this “10 best” list are so young, their wisdom teeth probably haven’t had time to become impacted yet. Majestically bringing up the rear of the procession are some much-decorated veterans whose sustained achievements in fiction should ensure that the young ‘uns don’t rest too comfortably on their laurels.” READ MORE… LINK
2011′s Top Music Albums by Billboard.com
With Adelle leading the pack. READ MORE… LINK
2011′s Top Photos of Influential Events by TIME
Revolution, natural disasters and scientific achievements wrap up our year. READ MORE… LINK
2011′s Top Memes by Rolling Stones
Whether you find them agreeable or not, memes are part of 2011. And word on the street is that they may follow us to 2012. READ MORE… LINK
2011′s Top PR Blunders by billhartzer.com
You’ve heard them on the news, but you may have forgotten them. Here’s looking forward for all of us in the PR industry to learn from our colleagues’ mistakes. READ MORE… LINK
2011′s Top 10 of Everything by TIME
Title says it all. Prepared to spend a good amount of time reliving 2011. READ MORE… LINK
