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POP-up pr tip #13 anatomy of a press release

11/20/2016

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Many people think the sole purpose of Public Relations is to send out press releases.

The truth is, a press release is just one tool Public Relations professionals use to help companies and nonprofits share their story.  We utilize numerous strategies to reach beyond the media to build relationships, create conversations and help shape brands.

To this day, one of the most common questions I'm asked is: ‘How do I write a press release?’
A more appropriate term is news release because the purpose is to share newsworthy information.

Here's the scoop . . . . the who, what, when, where, why and how of a press release:
 
                        WHO
                                   A press release is not about you. It's about the readers, viewers and  listeners
                                   who make up the audience.
 
                        WHAT
                                   A press release is about delivering news that your audience finds valuable.
                                   Despite popular belief, not everything a company or nonprofit does is
                                   newsworthy to their audience.

                          WHEN
                                    Timing is everything. People want to know what's new and news now. Your
                                     customers, employees, volunteers and donors want information they can use
                                     now.

 
                        WHERE
                                   With so many mediums at our fingertips, it is crucial to ensure the message
                                   fits the medium - print, TV, radio, social media. Just as you wouldn't place a print
                                   ad on TV, you need to create different versions of each story for each medium.
 
                        WHY
                                  
Communicating without a plan is risky business. Before you send a press release,  
                                  know why you're sending it and how it fits into your overall Communication
                                  Plan. Is your purpose to:

                                     - educate
                                     - establish credibility           
                                     - highlight what you’re doing in the community
                                     - announce a new hire, initiative, product or service
 
                        HOW 
                                  To increase the possibility of news coverage, you have to know who to send the
                                   press release to and how to write for their medium. Public Relations
                                   professionals maintain a list of media contacts and consume media every day to
                                   stay up to date and look for potential opportunities to connect clients with the
                                   media.
 
For more insights, ideas and inspirations to help you share your story watch this video at https://www.youtube.com/watch?v=ls6nlpoEMHo.
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