the press release - pr news · the press release clear, concise writing with specific message tp/nc...

The Press Release + Real Writing Tips

Mike Long Georgetown University

Mike@MikeLongOnline.com

The Press Release Clear, concise writing with specific message TP/NC

The Press Release

Two kinds of timing:

Past & Future

The Press Release Stuff that has happened

Generate coverage Stuff that is going to happen

Generate coverage Generate attendance / participation / sales

The Press Release

Two styles: Do

vs. Applaud

The Press Release Do

Your organization did something and is bragging about it

Applaud Your organization is pleased / displeased

that somebody else did something

The Press Release

Timing Do v. Applaud

Stuff that has happened

Do: Let’s brag

Stuff that is going to happen

Applaud: Let’s bask in reflected glory

The Press Release TO-DO LIST

1. Figure out what you want to publicize.

2. Figure out the timing. 3. Figure out do v. applaud. 4. Write the thing.

The Press Release

Now let’s look at the template.

The Press Release

Workshop I

The “iFrame”

Info on iFrame

The new product is called “iFrame.” It looks like an iPad, but with a

variety of frames you can attach around the screen.

You use it to display photographs. Hang it on the wall, or set it on a

shelf.

The Task:

Write a headline for the press release announcing the new product.

The Press Release

Workshop II

The Press Release

Revise this opening paragraph to fit the template:

The iFrame has been released by Apple. The iFrame is the most advanced and attractive way to display photos and other images. “Featuring the highest-resolution display available, and a battery that lasts four years, iFrame sets a new standard for convenience and elegance,” said Apple CEO Tim Cook.

The iFrame has been released by Apple today announced. The release of iFrame, is the most advanced and attractive way to display photos and other images. “Featuring the highest-resolution display available, and a battery that lasts four years, iFrame sets a new standard for convenience and elegance,” said Apple CEO Tim Cook.

Apple today announced the release of iFrame, the most advanced and attractive way to display photos and other images.

Real Writing Tips Thinking like a journalist Ask “Milton” Zip it

Real Writing Tips Storytelling/dramatic elements Tension and release Motivated sequence

Real Writing Tips Writing for social media and the Web Writing for editors versus writing for readers Headlines: Huffington Post Hide something! Promise a reveal!

Real Writing Tips Know your audience: Organizing for attention Open with a map Recap Bullet points Visual clarity = understanding

Real Writing Tips The tip for young PR pros to build better writing habits now Write every day, sure, but also…

Real Writing Tips Revising, reviewing and editing

The font / point-size trick

The Press Release + Real Writing Tips

Mike Long Georgetown University

Mike@MikeLongOnline.com