Tips and tricks for writing successful press releases.

1. Working with Traditional Media

2. Introduction Who doesn’t love free press? The following presentation gives you tips for writing a press release, the formal way businesses communicate with the media. This presentation also includes ideas as to when you should write a press release, distribution helpful hints and ideas that will increase the chances a reporter will pick up your story.

3. Press Release Writing Tips Start strong: Your title and initial lines should briefly and directly convey what you want to say. Include the “who, what, where, when and why” in the lead of your press release. The remaining part of your press releaseshould include supporting facts and examples.

4. Make it easy for the media: Some media agencies and journalists will grab your press release and carry it in their publications with slight editing or no alteration. The more information and details you include - the less work the media has to do. Press Release Writing Tips

5. Press Release Writing Tips Think like the reader: Put yourself in the reader’s shoes. Would you want to read your press release? Just the facts: Support your story with real facts. If you pull facts from other sources, make sure you attribute them. Avoid fluff and add-ons. Press Release Writing Tips

6. Press Release Writing Tips Make it relevant: Try to point out real examples to support the message you want to communicate. Show why your information is important and how it benefits the reader. If your release isn’t newsworthy, don’t expect anyone to read it. Press Release Writing Tips

7. Press Release Writing Tips Get permission: Get written permission before including information or quotes from officials or associates of other companies/organizations Avoid industry jargon: if the reporter doesn’t understand it, they won’t print it. Don’t assume they’ll call you if they don’t understand what your release means Press Release Writing Tips

8. Distributing Your Press Release Frequency – send multiple times. Don’t send when there is a catastrophe. Weather/major accidents always trump other stories. Send via email and fax. Call to see if the reporter got your press release.

9. Distributing Your Press Release Don’t send your press release as an attachment. Busy reporters won’t take the time to open it—and if they’re using a Blackberry, they probably can’t open it. Meet their deadlines. They’ll go to press or air with or without you. Treat editors / news directors like important clients. Distributing Your Press Release

10. Distributing Your Press Release Only submit a press release about a new product ONCE. An editor won’t publish the same press release three or four times in their publication. Distributing Your Press Release

11. Good Occasions to send out a Press Release Events - (Please submit at least ten days before the event.) Grand openings Classes or workshops Announcing a contest Exhibiting at a trade show Holding a press conference to make an announcement Holding an annual meeting or conference Meetings open to public Demonstration of products, ‘test drive’ a product Speaking engagements Fund raisers Lecture or speech Party or celebration Recognition or awards ceremony Sign up to attend future event

12. Post-Event Details Who was there? Announce award winners with photographs How successful was the event? Will you hold the event again next year, next month? Who will attend the event the next time you hold it? Comments from event participants Products and Services Introducing a new product or product line Introducing a new service Announce research that shows how your products work New location for offering your products or services Good Occasions to send out a Press Release

13. Good Occasions to send out a Press Release Technology New technology being put in place New technology developed by your business New online technology service offered New business relationship Let the public know if you acquire a new account or client Announcing a new partnership Announcing a joint venture Announcing an award Won a prize Received funding Won a bid Won a grant Special community recognition earned Industry recognition Employee receives a scholarship

14. Customers Satisfaction Customer service award Conduct a customer survey and report the results Customer satisfaction survey results from an independent company Reaching a significant customer service score or goal Compile findings from customer experiences and write a report Testimonials from customers Report good feedback on your social media page Reaching a significant goal Sales goal Funding goal Fund raising goal Customer performance goal Good Occasions to send out a Press Release Good Occasions to send out a Press Release

15. Community activities Sponsor a sports team Make a contribution to a charity Create scholarship program Create a sports team with your employees Contributions towards a community event or activity Significant milestone Business Anniversary Business Birthday Research and development Pilot study underway Pilot study findings Outcome of research program or efforts Good Occasions to send out a Press Release Good Occasions to send out a Press Release

16. Business announcements Planning an IPO Announcing quarterly results Changes in hours of operation Temporary service outage Change in service terms Publishing Publish a book, white paper or e-book New study, findings, industry insight Article published about your company Launching a campaign Marketing campaign in association with an agency Marketing campaign created in-house Fundraising campaign Good Occasions to send out a Press Release Good Occasions to send out a Press Release

17. Special guest appearance or guest speaker at your business Celebrity Author Specialist Industry expert Designer Autograph signing Photo opportunity Employee announcements On-boarding a new employee, executive, notable individual Notable person will chair a committee Notable person will attend an event Notable person will speak at an event or conference Notable person will volunteer their time, join a board of directors, or create a charity Company employee quoted in article or web article Employee will be featured on television, radio or podcast show Employee promotions Good Occasions to send out a Press Release Good Occasions to send out a Press Release

18. JP Shaw Account Executive, Central Penn Business Journal jp@journalpub.com  717-236-4300 x301 Presented By