I developed this powerpoint presentation for a webinar hosted by the American Institute of Building Design

2. writely yours.
marketing + public relations
Press Releases
The Who, What, When, &
Wow!
Presenter: Denice Shuty
denice@writelyyours.com
www.writelyyours.com
630.338.6535

3. What is a Press Release?
A press release or news release is a public relations tool that is used
to make suggestions to journalists, editors, bloggers or other thought-
leaders. The goal is to get others to publish, broadcast, post, or share
information you want others to know about. In the digital age, press
releases are also used as fresh content for your website and for
updates on your social media platforms.

4. What Press Releases Do
Press releases are the most cost-effective way of building
awareness about your business and what you do. Press releases
have more credibility than paid advertising because they are
regarded as news and are often delivered by means of a third
party, i.e., a newspaper– creating the impression of an
endorsement.
If you write them and distribute them yourself (using free distribution
sites) they are free.

5. Return On Marketing Investment
Success Measures
Data from Google Analytics – make sure you have this installed before
running your press release campaign in order to measure direct referral
traffic
Number of people completing Contact Us form or an RFP
Google Alerts – create a Google Alert using the title of your press release to
see where it ran
Social Media activity – Invitations/Likes on Facebook, Invitations/Views on
Linked In, Twitter, Houzz and Pinterest followers, etc.
Data from email marketing service
Case Study from Business Wire on Rutgers Center for Management Development
demonstrated that an investment of $23,230 for press releases during a 3-month period
resulted in $55,600 in revenue.

6. When to Issue a Press Release
To share important news about your business
Examples: adding new services, hiring key employees,
moving/expanding, offering new products, winning an
award, launching a new website, etc.
To announce upcoming brick-and-mortar or other event (so that
people show up, write about it, blog about it, or to get media
coverage).
Examples: An open house, a ribbon-cutting, an awards-
ceremony, a grand opening, a speech or presentation, an
exhibition, a webinar, etc. (distribute 30-60 days or more before
the event)
To help manage negative publicity or a crisis
Examples: To clarify information, dispel rumors, explain an
unpopular action or unfortunate occurrence, correct
misinformation, to reassure partners/clients, etc.
To promote your company’s products, services, brand identity
and position (not related to a single event, more from a general
awareness perspective).

7. How to Create a Press Release
A press release is presented as a pseudo-news story written in the
third person following a particular style that is familiar to all journalists.

8. Journalistic Style
A good press release places the newsworthy angle at the very top
(much as the lead paragraph of a well-written news story does), and is
free of hyperbole and overt promotionalism.
Subsequent paragraphs in the press release provide the supporting
material; the 5 W’s and an H; spokesperson quotations; other facts and
background information; in a top-to-bottom hierarchy of importance
referred to as the inverted pyramid style.

9. Examples of Press Release Types
The Business Activity Release
• Not about selling
• Positive, create excitement
• Fresh, newsworthy activity
• Share on social media
platforms

10. The Event Release
• Used to promote an actual
event whether in person or virtual
• Date/time/place specific
• Share on social media
platforms
• Allow for lead time

11. The Crisis News Release
• Can be used before or after an
event
• Urgency
• Share on social media
platforms

12. The Backgrounder Release
• Used to initiate awareness
about a company/organization
• Non-date specific
• Often used as part of a media
kit
• Longer form than other press
releases
• No boilerplate needed at the
end

14. Examples of Keywords, Deep Links, Company Boilerplate

15. Constructing the Press Release
• Keep it 1 to 2 pages in length
• Keep it in Word doc format; not a pdf or image doc
• Include “boilerplate” information about your company at the
tail-end, as well as info about other key persons and
organizations germane to your story
• Always include phone numbers and email addresses where a
spokesperson can be reached on evenings and weekends
• Always embed backlinks to your website, Linked In, Pinterest,
Houzz, Facebook and Twitter profiles
• Include quotations and statistics
• Make relevant images easily viewable and available for
download
• Keep headline to 60 characters or less
• Use bold and italic text for keywords in the body of the release

16. Distributing the Press Release
In the digital age, WE ARE ALL PUBLISHERS
Post your press release on your website, your Facebook page, your
Twitter Account, Your Linked In profile, etc. The fresh CONTENT along
with BACKLINKS enhances your authority with SEARCH ENGINES. It
also sends REFERRAL TRAFFIC directly to your website, and is a also a
means of ENGAGING with your existing customers and allies.

17. Distributing Press Releases (cont.)
Utilizing Email Marketing Platforms
Email marketing platforms such as Constant Contact allow you to send
your press release to all your contacts, embed images into the body of
the email, and track results. There is also seamless sharing on your
social media platforms.

18. Press Release via Constant Contact

19. Distributing Press Releases (cont.)
Paid Services and Free Services
www.prweb.com
www.massmediadistribution.com
www.prnewswire.com
www.pressreleasecircle.com
www.businesswire.com
www.pr.com
www.24-7pressrelease.com
www.free-press-release.com
us.cision.com
Anyone can register to distribute their own press releases.
Fee-based services provide more refined targeting, allow
numerous images, backlinks, and are sent via RSS feeds.
Free services offer some of those features on an a la carte basis.
Do not send during holiday weeks or Fridays

20. Utilizing the Services of a PR Professional
Public Relations professionals have proprietary media lists not
available to the layperson
Press releases go directly to the publisher, editor or writer, not into a
big bucket
The press release will be well-written – the WOW!, print-ready and
optimized
writely yours. marketing + public relations
Denice Shuty denice@writelyyours.com 630-338-6535