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Presented by Geo A. Ropert, APR, President of Ropert Communications Group Why is it some organizations get a lot of media coverage and some don’t? How you develop, write, format, and distribute your press release has a lot to do with it. From standard grammar and sentence structure, to writing for a particular audience, and from using the right keywords and the links, photos and videos you include, there’s more to a press release than just a headline; though a good one of those won’t hurt.
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Read my press release!
Writing Effective Press Releases for Print, Electronic, and Social Media
Geo A. Ropert, APRPresident, Ropert Communications Group
Have an attention-grabbing headline.
Are written in a professional style.
Contain the five Ws.
Include contact information.
All Good Press Releases…
Have an Attention Grabbing headline with keywords.
Include all pertinent information in the first paragraph.
Are written to appeal to target audiences and media.
Are written in the third person.
Don’t contain superfluous language or descriptions.
Really Good Press Releases…
Reverse Pyramid – General to a point.
Writing Theory
Intro - Overview
Supporting Info
Details
If you’re not proficient in writing, become.◦ This includes sentence structure and appropriate
grammar. A lack of skill in this area will show and not reflect well on your employer or client.
Learn to write well for both traditional/electronic and social media.
Blending the media - How it’s written hasn’t changed much but how it’s read is a different story.
Writing Theory
Crying ‘Wolf’
New product, service, location, etc.
New staff and promotions
Special Events
Crisis Management
What’s News – What’s Not
Know your target audiences, including media publications, writers, readers, etc.
Give your story lead time, when you can.
Get your story out immediately, when necessary.
Respect deadlines, writers’ time.
In Today’s Media World…
Give writers, reporters, and editors everything they could ask for:
◦ Anticipate questions and include answers
◦ Include photos, videos, web links, etc.
◦ Include detailed contact information, including cell phone.
◦ Be available when the media needs you – they’re working on deadline.
In Today’s Media World…
Identify keywords and use them in your headline and story.
Include anchors/links - not too many.
Include photos or videos.
Link back to your website, blog, etc.
Electronic Media
Thousands of stories calling each reader.
Strong headline (60-85 characters) for:◦Regular readers ◦Search engines◦Socially driven sites
Keywords.
Social Media
Opening that makes a reader want to click your link.◦ Asking a question◦ Sharing an anecdote◦ Invoking the mind’s eye◦ Use an analogy, metaphor, or simile◦ Cite a shocking statistic
Keep “conversation” in mind – write for a response or “two-way” communication.
Social Media
www. digg.com
www.delicious.com
www.reddit.com
Google AdWords
Social Media Links
Read my press release!
Writing Effective Press Releases for Print, Electronic, and Social Media
Geo A. Ropert, APRPresident, Ropert Communications GroupPhone: (321) 473-4520Email: [email protected]
