How to write a press release that gets results. Who am I?. I’m a… …journalist. I’m a …copywriter. I’ve also written hundreds of press releases for the ethical, charity and commercial sectors… S o I’ve been on both sides of the editorial fence. Session objective.
How to write a press release that gets results
I’m a …copywriter
This came from a speech by the government’s comms chief Alex Aiken who said:
“The cosy process of writing a press release and sending it out to journalists was ‘just telesales’".
Instead, he argued press officers should be content producers.
"You should not start with three pages of A4, but a tweet, an infographic or a video. If you are writing more than 200 words on any subject, you’re probably in the wrong place."
Q. When you commuted in today – what paper was everybody reading?
Newspaper sales are in terminal decline: According to ABC, who monitor sales figures, the best-selling newspapers in 2012 saw their sales decline by an average of 6%. Some daily papers actually fell by a massive 35%.
…but good news for you.
Fewer journalists have more space to fill, both in print and online.
They need good quality stories, and they need them right now to meet their deadlines!
So where do you get your stories from?
2. Spend two or three minutes sharing how you identify stories in your charity.
3. Then I’ll call time and you can swap.
The people working on the frontline have access to hundreds of great stories everyday.
Find a way to connect with them regularly – whether that’s getting them in for meetings, or going out with a notepad and camera yourself.
Sir Basil Clarke was First World War correspondent, who has also been called the godfather of public relations.
“Clarke understood that the best way to get media coverage is to find the newsworthy aspect of your client or organisation’s work, put it in a news format, and give it to a journalist. “It really is as simple as that and anyone who says differently is just over-complicating things.”
– Richard Evans, Basil Clarke’s biographer
What makes something news?
What a waste of good food! Tesco admits two thirds of bagged salads end up in bin as it signals end to 'buy one, get one free' deals
Children's internet use survey offers warning to parents.
One in five respondents to study of primary pupils claimed to have met someone they had only previously known online.
Internal affairs: A quarter of us will kiss a colleague at the office Christmas party (with those in HR most likely to have a snog)
Exams watchdog to probe ‘too easy’ GCSE and A-levels
Buy a huge Diplodocus dinosaur for £600,000
A huge Diplodocus skeleton, discovered in the US in 2009, is being auctioned in the UK for £600,000.
How did the chicken cross the road? – It wore a high-vis jacket
- The future of UK farming: GM crops on organic farms fertilised by human excrement
Society will have to rethink its attitudes to GM technology and accept an inevitable role for human excrement in the food chain, according to scientists at the University of Nuffield.
A team led by Dr Duncan Cameron and DrJurriaan Ton believes that UK farming’s inevitable future will be a combination of genetically modified crops on organic farms fertilized by human waste. Analysis by the University of Nuffield team has found that the UK’s available soil has just 100 seasons of nutrients left in it.
Twerking world record broken in NYC by 358 people...including a 73-year-old lady out buying bedding at Macy's
What I learned in twerking class
Twerking, which is at least 20 years old, requires a massive amount of muscle control – and it could do without our snobbery
Firms running NHS care avoiding millions in tax
Get straight to the point…
On Friday the 11th October, The Rich Banker Benevolent Fund helped organise a charity shooting day event at the Royal Berkshire Shooting School in aid of breast cancer trials at Princess Alexandra Hospital in Harlow and St Margaret’s Hospital in Epping.
In total, 88 guests attended the exclusive clay pigeon shoot, sponsored by luxury motor yacht firm Rich & Strange Yachts. Afterwards, guests enjoyed a champagne reception and enjoyed an amazing three-course lunch prepared by TV chef Mike Robinson.
Shane Shortman, brand manager at Generic Sauce Company, comments: “We are so proud to continue our partnership with Movember for the third year running. It’s a fantastic cause, and we are fortunate to be able to use our platforms to drive awareness of the charity and the great work they do.
“We had a great response last year, and our added university outreach saluting and recruiting 2013’s Mo Bros will create even more noise, growing support for the charity while encouraging men to grow their mos!”
"The implementation of the LMDGI brought unprecedented challenge for local development authorities and staff, and with resources still being stretched to extremes, the focus of this training programme is resolutely fixed within the overall capacity building framework for local government developed during the year of April 06 West Africa Regional workshop on LMDGI in Ouagadougou."
“Find the newsworthy aspect of your client or organisation’s work, put it in a news format, and give it to a journalist.”