BUSM26464 Professional Practice Visual & Creative Arts

Course Leader: Stephen Hugo-Seinader info@centrifuge.ca Marketing Strategies: A Focused Press Release

An examination of the approaches to putting out press releases that are employed in the rarefied world of PR can be beneficial to us in gaining a practical set of tools to use in getting our own story out there. Like all well designed tools, their use can be applied flexibly and deftly, with practice.

The principles are straightforward-sounding enough: Make sure the information is newsworthy. Tell the audience that the information is intended for them and why they should continue to read it. Ask yourself, "How are people going to relate to this and will they be able to connect?" Make sure the first 10 words of your release are effective, as they are the most important. Avoid excessive use of adjectives and fancy language. Deal with the facts. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address. Make sure you wait until you have something with enough substance to issue a release. Make it as easy as possible for media representatives to do their jobs.

Editors will quickly trash media releases that make outlandish promotional promises - "the best ever," "everyone wins," "one-of-a-kind," "changing humankind forever, etc. Instead, press release writers must think like a reporter. Media releases must follow journalistic style in order to be given any kind of consideration.

The barebones guide to a good journalistic approach:

1. The Headline: In about ten words -- or less -- you need to grab the attention of the editor. The headline should summarize the information in the press release, but in a way that is exciting and dynamic; think of it as a billboard along a highway -- you have just a few words to make your release stand out among the many others editors receive on any given day. 2. Opening Paragraph: Sometimes called a summary lead, your first paragraph is critical. This paragraph must explain "the five Ws and one H" of the story -- the who, what, when, where, why, and how. This paragraph must summarize the press release, with the following paragraphs providing the detail. The opening paragraph must also contain the hook: the one thing that gets your audience interested in reading more -- but remember that the hook has to be relevant to your audience as well as to the news media. A hook is not a hard sell or a devious promotion -- it's just a factual statement. 3. The Body: Using a strategy called the inverted pyramid, the body of the press release should be written with the most important information and quotes first. This inverted pyramid technique is used so that if editors need to cut the story to fit space constraints, they can cut from the end without losing critical information. 4. The Closing Paragraph: Repeat the critical contact information, including the name of the person, his or her phone number and/or email address.

Making yourself newsworthy

Being newsworthy consists of letting editors and reporters know you're doing something of interest to other people-having an event; telling a story; creating or participating in any occurrence; supporting, opposing, or even merely observing a trend or activity. Editors and producers have the tremendous challenge of coming up with new stories to fill their pages and air slots-day after day, week after week, month after month, year after year. It isn't always easy to fill all that space. Therefore, you become their ally. Your achievements--along with your ability to publicize them properly and work cooperatively with media people--will cause local editors to welcome you with open arms. Not only will you have a very good shot at getting your press release printed (perhaps several times in different sections of the paper), but a reporter might even arrange a more in-depth story. And that is pure gold for you! Here are some events or situations that often lead almost effortlessly to lots of free publicity: Organizing an event open to the public Achieving significant recognition in your field Exhibit/show opening Performing an important service to the community Inventing, manufacturing, or offering a new product or service Joining or taking leadership in a professional or community service organization-especially one with membership standards Use your imagination. You only risk a stamp, and may gain exposure to thousands of people.

The media that promote you have something to gain as well; they need an endless supply of fresh material. But don't expect the media to drop everything and report on you, just so you can get some free publicity. Remember their goals of reporting news and serving the community; you must blend with that agenda. Many editors shy away from blatantly promotional pieces. Make Life Easier for Your Editorial Allies Another aspect of thinking like an editor is presenting yourself as the kind of person editors want to deal with. In any oral or written communication with a media outlet, you should be friendly and approachable, articulate and concise. Be willing to answer reporters' questions, even if you have to research the answers and get back to them. (Don't be afraid to say you don't know but can find out, and never give an answer you're not sure is accurate.) If you're running an event or a tourist attraction, let the press in for free to cover it. Finally, know the deadlines and publication schedules of the media you deal with, and understand their importance. A deadline is the day and time a reporter has to get a story in if it's going to be printed or broadcast in the next edition. Except for very hot last-minute news, those deadlines may as well be written in stone. Get your stuff in on time and don't try to wheedle a journalist into bending a deadline for you -the bad reputation you will get among the press is a far worse disease than being left out once. And don't forget that a reporter needs some time to work with your material, and is balancing your story against many others. Typically, morning daily newspapers close the edition around 10 p.m., afternoon papers at around 11 a.m., weeklies two to four days before publication. Some sections may close earlier than others. A large metropolitan Sunday newspaper may close the magazine, comics, arts, living, and classified sections as early as Monday, and have them already printed and collated as early as the previous Thursday. This frees up the presses for news and sports sections that get printed Saturday night. TV stations tend to like to do the camera work at least two to four hours before the newscast. Give daily and broadcast journalists a minimum of a couple of hours before their deadline to write their story-- several days if you're dealing with weeklies, and even longer for monthlies--and don't call any reporter or editor right at deadline, when s/he's frantically trying to get all the stories out. Feature departments, including community calendars or letters to the editor, may have a deadline that applies to you, rather than the reporter. In my area, the newsweekly and the most popular commercial radio station both want calendar notices two to three weeks ahead! Again, respect the deadline and be on time.

The Event: A Cornucopia of Publicity Opportunities The easiest way to turn the press into your publicity bureau is by having an event. An event gives the press a handle; they understand how to treat events as news, and as promotable calendar items. Having any kind of event makes you automatically newsworthy. So a good trick for you as the publicist is to phrase your activity as an event. Yes, the same techniques apply to other promotable activities, but so many more doors are opened by linking your publicity agenda to some kind of event that I'd encourage you to connect them whenever possible.

A Press Release Checklist

Challenges of writing publicity material Limited news hole Alternative viewpoints possible Write for many media; editors have different interests, quirks Varying news value of items Editors' skepticism Publicists are responsible for errors, have no editors.

How releases can be used As-is (generally limited to routine, non-controversial news) As source of information for a story written by a reporter (can use facts, quotes, background information) As the basis for an interview

Format 1-2 pages maximum (400-500 words) Inverted pyramid format Strong lead (5-Ws&H: Who, what, when, where, why, how) Typewritten, double spaced, one side of sheet -more- at bottom of pages; identifier (slug) on subsequent pages [eg. -3- or ### at end]

Important items to include: Contact Name and Phone (Be available for follow-up inquiries) Release time (Immediate release or embargo with specified time) Headline (identifier) Dateline (optional; include if location is important) Date (possibly serial number, too)

Common Problems: No news of interest to editor (usually a misdirected release) News is buried (often a ploy when news is bad) Leads with wrong focus, wordy Missing information; fail to anticipate basic questions Excessive commercialism (self-laudatory, excessive adjectives) Lacks strong angle (Remember key elements of news: Prominence, Drama, Human Interest, Localness, Consequence, Oddity, Topical)

Make your key points Near top (first or second paragraph) Be sure to include standard (ideal) description of organization Work other (positive) points into text Avoid overstatement; beware of claims as first, only, unique Use quotes to incorporate opinion, subjective ideas, explain rationale for actions. Avoid trite quotes, purge clichs. Cite the most appropriate spokesperson for organization In case of bad news, stress actions being taken to rectify.

Write like a pro! Use clear, concise, vivid language Sentences should not exceed 15 words; paragraphs should not exceed 30 words or four typewritten lines Follow news style (not advertising style) Check for proper grammar, spelling, punctuation Provide neat, clean copy Distribute on a timely basis, meet deadlines Write for the audience, not the client Proof, proof, proof!

Resources
www.publicityinsider.com/release.asp www.canadaone.com/promote/newsrelease1.html www.press-release-writing.com/10_essential_tips.htm www.allbusiness.com/marketing/public-relations-press-release/2976643-1.html