This week Box PR has been back in the classroom. We were invited to Southampton Solent University to guest lecture about PR (Public Relations) in the real world and in particular to assist them in writing a press release about a product launch for their assignment.
Box PR regularly writes press releases about company news, new product releases and product successes, just as a start. There are several stages to writing a press release:
1. Collating the facts and information to write the press release.
2. Writing a factual and informative press release.
3. Issuing the press release in the correct format to the targeted audience.
4. Following up with the media with regards to images and further information.
5. Collating press cuttings and media clippings.
Step 1 – Collating the facts
PR stands for Public Relations, which is about reputation - the result of what you do, what you say and what others say about you. Box PR looks to manage the reputation of our clients by reviewing and controlling the messages they send out to their employees, customers, potential customers and the media.
Therefore when writing a press release we look after that reputation, in order to earn understanding and support for a company, product or service whilst influencing opinions and behaviour. Everything we do is a planned and sustained effort to establish, maintain goodwill and mutual understanding between our clients and its publics.
It is important that the release gives a rounded view and is written in the third person, to make it as straight forward as possible for journalists to repeat and share with their audiences.
Step 2 – Writing a factual and informative press release
Headline
Purpose to grab your audience’s attention
Select key words – good for Search Engine Optimisation (SEO)
Opening Paragraph
Brief overview of key facts, dates that you want the reader to take note of and remember.
Main Body
Be compact, don’t waffle, avoid repetition and fancy language and Jargon.
First couple of paragraphs
Who, what etc.
Who is it about
What is the actual news
Why this is news
When/what – is the product launching/event happening
How – how has it come about
Conclude
Draw all the points together
Picture
A picture tells 1000 words, always try and include where possible
END
Always mark the end of a press release
Boiler Plate
This is a paragraph about the organisation, what it does – general info for the reader prior to publication
Contact info
They need to know who to contact if they want further images or additional information make it easy for journalists!
Length is a tricky one – how long is a piece of string – initially try and stick to 1 page
Step 3 - Issue the Press Release
It is important that all news is circulated internally prior to publishing it outside to customers and the wider media audience. Circulate via company email, add the news to a noticeboard so all employees even those who do not have access to emails know what is being circulated. Upload to the company website and circulate via social media sites such as Facebook, LinkedIn, Twitter and You Tube if applicable.
Once the release has been circulated internally then it is time to think about the wider audience:
- Who are your key editors that should know about the “news” from the company.
- Online and Offline editors, they are rarely the same person, so make sure both are targeted
- Customers, your existing database
- Potential Customers
- Target list, people you may want to tell rather than them hearing about it in a the press
Step 4 – Follow up with the media
When you send out a press release, some journalists will simply extract what you send and use the picture to publish straight online whilst others will want further information or high resolution images to put into print. It’s important to answer all questions where possible to ensure your message is balanced and portrayed correctly.
Step 5 – Collate press cuttings
Don’t let all your hard work go to waste, keep records where all your hard work appears in the media. This helps you keep track of the messages you send out, who is interested in your releases, and the audience they reach.
In summary
PR must follow overall strategy of the company
All communications must be clear, concise, factual and targeted
All news must be promoted internally first
Tell appropriate media
Follow online and in print and record cuttings
But if in doubt contact the Box PR team, we are more than happy to help and advise you where we can. Simply email hello@boxpr.co.uk
See you next week!
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