+

Copywriting and PR

+Goals

Define public relations

Understand press release structure

Understand press kits

+What is PR meant to do?

Sell

Raise awareness

Educate

Build relationships

Attract / Inform investors

Raise money

Attract / retain employees

+Create structure

Headline or hook

1st paragraph – clarifies the headline and makes promises

Body copy – delivers the promises

More temptation – offers new promises

Final paragraph – reminders and fulfillment (benefits + call to action)

+What is PR?

Building, maintaining and managing relationships

The difference between paid media and earned media

+What is a press release?

Used to get media coverage

Remember our inverted pyramid?

+Integrating PR into Marketing

Press release / media kit

Web copy

Product labels

Speeches

Social media copy

+Why do we send out press releases?

What counts as news? Financial information New business New location Changes to company (hiring, firing) Labour disputes Event launch Awards and sponsorship

+City of Toronto issues Extreme Cold Weather Alert and advises homeless people to seek shelter

TORONTO, Jan. 25, 2014 /CNW/ - The City of Toronto has called an Extreme Cold Weather Alert to make vulnerable homeless people in Toronto aware of the dangers of staying outside too long in cold weather and to ensure they have safe and warm places to go. The alert is in effect until further notice.

An Extreme Cold Weather Alert is called to trigger additional homelessness services. Alerts are typically called in the morning for the coming overnight period so that community agencies have sufficient time to call in extra staff to provide enhanced services.

+Extreme Cold Weather Alert – cont’d.

During an Extreme Cold Weather Alert:

Shelters are directed to relax any existing service restrictions and are reminded that if a bed is not available at their site, they are to allow the client to stay at the shelter until they are able to find a bed for them elsewhere in the system.

The City of Toronto immediately adds 26 shelter spaces for men and women to the shelter spaces available to staff looking to refer a client to a shelter bed.

Overnight street outreach is increased in the downtown core, focusing solely on warning people of danger and urging them to get into a shelter or another warm, indoor place.

+Extreme Cold Weather Alert –Cont’d. If you see someone who you think requires street outreach assistance, call

311. Note that 311 is not an emergency number. In an emergency, dial 911.

Toronto is Canada's largest city, the fourth largest in North America, and home to a diverse population of about 2.8 million people. It is a global centre for business, finance, arts and culture and is consistently ranked one of the world's most livable cities. Toronto is proud to be the Host City for the 2015 Pan American and Parapan American Games. For information on non-emergency City services and programs, Toronto residents, businesses and visitors can visithttp://www.toronto.ca, call 311, 24 hours a day, 7 days a week, or follow us @TorontoComms.

SOURCE City of Toronto

 For further information:Media contact: Pat Anderson, Manager, Partnership Development and Support, Shelter, Support and Housing Administration, panders@toronto.ca

+Extreme Cold Weather Alert – cont’d.

SOURCE City of Toronto

 For further information:Media contact: Pat Anderson, Manager, Partnership Development and Support, Shelter, Support and Housing Administration, panders@toronto.ca