Great Writing for Public Relations. Robert Wynne. Three Ways to Get PR. Relationships with Reporters Check Alumni Office. Three Ways to Get PR. 2. Luck. Three Ways to Get PR. 3. Great Writing . Great Writing for PR. What Do Reporters Want? Press Releases Pitch Letters Editorials .
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Check Alumni Office
3. Great Writing
What Do Reporters Want?
The Survey Says…
#2 - Wrong Reporter, Wrong Media
#3 - Dense Language and Acronyms
#4 - Too much bragging - Innovative, Groundbreaking, Leading, etc.
#5 - Reporter's Name spelled wrong; Missing Contact Info
#6 – Don’t attach a PDF or Word file or link to the press release
MORE: Real, Best, Important, Outstanding, Significant
Source: Shift Communications survey of 65K press releases
Survey Says …..
What’s the story?
Why is this important?
SO WHAT? We have a new building, it’s better than the old one. (Tie it to a trend in academia.)
Solve a Problem (outside of you). New study shows consumer confidence higher than government figures
When in doubt, go LOCAL (not just local paper, but home town of your source)
FAIL: Cornell's Johnson School and DuPont teaming up to fight malnutrition in India's slums with a protein power supplement sold by women, and giving seeds for gardens. Corporate and Academic partnershipsolve an old problem.
"In India, How Do
WIN: Gardens growing on rooftops of India's slums to improve nutrition for the poor thanks to a Cornell project.
FAIL: Two thousand students in Nashville are pioneers in STEM education -- increasing math and science skills using a computer tool, “Betty’s Brain.”
Developed by a professor at Vanderbilt, Betty’s Brain is a computer agent “taught” by the student to understand complex scientific principles like causes of the greenhouse effect, body temperature regulation or how to improve traffic congestion.
"Students Enhance Learning with Betty's Brain Software - Learning enhanced by interacting with inquisitive avatar"
WIN: Is middle school too young to learn artificial intelligence?
Very difficult to write, very difficult to place ... But ... Very prestigious in the right publication.
They are NOT advertisements, they are not "explainers."
1. Be Sharp
2. Be Opinionated
3. Be Controversial
4. Be Helpful.
5. Be Timely.
1. Introduction, body and conclusion2. An objective explanation of the issue3. A timely news angle4. Opinions from the opposing viewpoint5. Be Professional. No name-calling or other petty tactics6. Solutions. Anyone can gripe - you improve the situation7. Solid, concise conclusion that powerfully summarizes your opinion. Punch it Up
Higher Oil Prices Could Help U.S. Manufacturing
The higher oil prices that have shocked American industry and consumers alike may contain more than a silver lining, they present a golden opportunity to propel the U.S. into a more productive and efficient future. The short-term pain of higher transportation costs will turn into long-term gains if national policy aims forward instead of backward.
Better Pay Now - Despite the lingering effects of the financial crisis, America is a much richer country than it was 40 years ago. But the inflation-adjusted wages of nonsupervisory workers in retail trade — who weren’t well paid to begin with — have fallen almost 30 percent since 1973. So can anything be done to help these workers, many of whom depend on food stamps — if they can get them — to feed their families, and who depend on Medicaid to provide essential health care? Yes. We can preserve and expand food stamps. We can make health reform work, despite right-wing efforts to undermine the program. And we can raise the minimum wage.
Personal Pitches – not Dear Reporter. Compliment previous stories, know their Beat
Get to the Point: Story Should be Very Clear – no ambiguity
Solve a Problem, not my boss wants this story
Tie your story to Timely News
What you do is VALUABLE
Original research and academic experts are Platinum