1. Meagan Garrett
Marketing and
Communications Manager,
ASU SkySong

2.  First, define “Effective”:
◦ What will make this a successful release?
◦ How will you know it was effective? By knowing you
met your purpose and reached your audience.
 Second, define purpose:
◦ Why the heck are you writing this release anyway?
 Third, define audience:
◦ To whom are you speaking?
◦ Why?
◦ How?
◦ What do you want them to do about it?

3.  Proper Formatting
◦ For Immediate Release, Date
◦ Place
◦ Logo
◦ Typically 2 Standards
 Based on location of the organization’s contact info
 Headline: MOST important part of the release
◦ Your hook, catch the reader’s attention
◦ Tips:
 Never repeat words
 Include name of organization (ALWAYS)
 Make bold, impactful statements

4.  Byline (or Sub-headline)
◦ Additional information to add to headline
◦ Expands and gives more detail about what the release is
about
◦ Linear, each piece is designed to keep reader engaged
and wanting to know more
◦ Don’t repeat words from the headline, if possible
 Lead/First paragraph (5 W’s)
◦ Second most important part of the release
◦ MUST include the 5 W’s and compel reader to read more
 Who
 What
 When
 Where
 Why

5.  Body
◦ 3-10 additional paragraphs depending on scope
◦ What does the body include?
 Human element, quote
 The “why” or SWF of the release
 Facts, what statistically backs what you are saying
 Not always relevant or needed
 Call to action
 For the audience the journalist writes to, not the journalist
◦ Inverted Pyramid
 Descending importance the further from the lead
paragraph
 Essential for editing and getting journalist pick up

6.  Wrap up/conclusion
◦ Impact statements
◦ More info
 Link to website for organization
 Tied to call to action
 Contact info
◦ Organization’s media rep
◦ Startup owner
 Boiler plates
◦ Name of company again with website link
◦ Short (3-6 sentence) paragraph about your
company
◦ Key words!

7.  Company description
◦ Who are you
◦ What do you do
◦ Why is that important
◦ Other key information
◦ Only place jargon is OK
◦ Write for SEO here
 Use key words that are specific to your industry and
organization

8.  Entrepreneurship and Innovation Group
 Any from the audience?

9.  Media Alerts, how are they different
◦ Call to action is for media, not their audience
◦ 5 W’s usually called out in format
 Written as an invitation
◦ Inviting them usually to an event to cover it
◦ Includes specific opportunities for media
 Photo ops
 Speakers to interview
 B-roll opportunities
 SWF, what is really cool?

11.  Mass distribution services
◦ Allow you to format, include photos, videos, etc
◦ Allow you to schedule distribution
◦ Larger Corporations
 PR Web
 PR Newswire
 Tend to be more expensive

12.  Distribution services for startups or smaller
companies
◦ Typically less expensive
◦ Possibly not as customizable
◦ Services
 http://new.pitchengine.com/
 http://muckrack.com/pros
 http://www.50states.com/news/arizona.htm
 http://www.wired.com/about/staff_publishing/
 http://www.startupbooster.com/
 http://www.nytco.com/press/press_contact.html
 http://www.free-press-release.com/
 http://www.pressking.com/

13.  Media contact lists
◦ Personal, positive supporters that you or the media
rep has build good connections with
◦ Specific to the content to the release
 Not every release is applicable to every audience
 Integrated into your social media efforts
◦ Once the PR is live, link to it on your SM accounts
◦ Tweet it and Linked in/Facebook post it to
journalists and key players in your industry that you
are connected to
◦ Ask your brand evangelists to share it on your
behalf

14.  Avoid jargon
 Tell your audience what they want to hear,
NOT what you want to tell them
 Sell benefits, not features
◦ Where possible
◦ Industry constraints
 Do accuracy checks
 If more parties/organizations than you are
involved, send for approvals
 Tell your story