press release writing workshop 2

8/3/2019 Press Release Writing Workshop 2

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PRESS

RELEASE &

MEDIA

INVITATION

WRITING

WORKSHOPOptimizingMedia Coveragefor YourOrganization

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5 August 2010 Public Relations Program by intelectasia


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What makes a PressRelease Newsworthy?

Dos and Donts in a

Press Release

Ten Commandmentsabout Press Releases

Frequently Made MistakesIn Press Releases

Writing Killer

Press Releases

3.0Preparing Attention Grabbing PressRelease


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3.13 Reasons to Send A PressRelease

Major Announcement

Immediate Reaction

Promotional


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3.2What Makes a Press ReleaseNEWSWORTHY?

Timely

Facts

Human Interest

DemographicTrustworthy


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Announce a new product

Announce a new service

Announce your exhibit at a trade show or convention

ISO 9001certification of your company

Association membership

Profile story on your new CEO



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6 Groundbreaking

Report a new study of your own and your analysis or forecast

Tie in with a controversy by commenting on it

Use a current news event to frame your release

Utilize a national survey or study to your benefit

CEO outlook for the crisis



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3.312 Reasons to Send A PressRelease

Groundbreaking Groundbreaking

Host a seminar and announce theinformation discussed

New clients you've obtained

Commission a survey and report

the results

Financial projections and forecasts

Create and promote a specialevent

Retirement of well respected and reveredemployees

Announce an upcoming speakingengagement

The sponsorship of a community event

Create a contest and offer a prizethats newsworthy

How to apply for internships/scholarship

Involvement in various communityevents and activities

Create an award to honour individuals inthe community


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3.47Frequently Made Mistakes in a PressRelease

1. Lack of Content

2. Grammatical Errors & Typos

3. Error in Facts

4. Contact Details

5. Being Bossy

6. Hoax Images

7. Dont Try To Be Smart


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PR Learning & Development Program by29th & 30th June 2009


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3.5Press Release Sample

PRESS RELEASE

HwangDBS Declares Triple Income Distributions: for the HwangDBS Select Income Fund,HwangDBS Select Bond Fund and HwangDBS Select Balanced Fund

Kuala Lumpur, 25 June 2009 HwangDBS Investment Management Berhad (HwangDBS IM or the Company)declared an interim income distribution for its income and growth type fund, the HwangDBS Select Income Fund(SIF), final income distribution for its first bond-type fund, the HwangDBS Select Bond Fund (SBoF) as well asfinal income distribution for its growth and income balanced fund, the HwangDBS Select Balanced Fund(SBaIF).

HwangDBS IM declared an interim gross income distribution of 0.50 sen for SIFs financial period ending 30 June

2009. This is its eighth distribution since its launch on 6 January 2005 and SIF has, notably, registered a totalgrowth of 29.16 per cent on its net asset value per unit (NAV/Unit).

All SIF unit holders registered as at 22 June 2009 were eligible to receive the income allotment. SIF has, since itsinception, outperformed its benchmark, the 20 per cent Kuala Lumpur Composite Index (KLCI) + [80 per centMaybank 12-Month Fixed Deposit Rate], by a total of 15.89 per cent and has distributed a total of 11.00 sen sinceinception.


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PR Learning & Development Program by29th & 30th June 2009

PRESS STATEMENT BY PORT KLANG AUTHORITY CHAIRMAN DATO' LEE HWA BENG ONJUNE 20, 2009

It is absolutely amusing and a farce when Lim Kit Siang unreservedly quoted what an anonymousblogger claimed in his blog that my tenure as the Port Klang Authority (PKA) chairman has lapsedon 15th February 2009. Kit Siang took it as the gospel truth so long as the particular claim serves

his very purpose i.e. to go for my blood and that of the Minister of Transport. However this wouldnow land him, a so-called seasoned senior politician, in grave embarrassment as my tenure did notend in February 2009.

As to my extension of my tenure, due diligence was observed and adhered to. It is essential thatthere is no leadership gap at the PKA Board so that the smooth running of the Authority and thewell-being of Port users are ensured.

I see no reason why all of the sudden Kit Siang became so enthusiastic in playing administrativepolice role. Worse, he stood to be guided by half-truths and hearsay before he made seriousallegations against others.

My advice to the anonymous, sniping blogger is that any pot-shots would not be able to justify any

wrongdoings, much less save the skin of any perpetrators. I am absolutely convinced by theTransport Minister's commitment to get to the bottom of the Port Klang Free Zone (PKFZ) debaclewhen he directed that all PKA's past resolutions and valuation report on the said project beinvestigated by PricewaterhouseCoopers Advisory Services (PwCAS) when the latter wascommissioned to conduct an independent review.


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Your Turn Task 2

Read the press releases:

As an editor, which will you pick asnewsworthy?

Why?

As an editor, which will you not pick? Why?

Common Mistakes?

3.5Press Releases Samples


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3.6Ten Commandments about PressReleases

(The Donts)

As much as you want to tell the world, use language that will show how it will benefit thereaders, not flatter your management!

1. Donts : Be Promotional

Personalize your press release to each target publication, trade magazine, you must

identify who you are sending it to and write the release accordingly, keeping the readers,viewers in mind

2. Donts : Send to EVERYONE

Avoid using jargons, fancy words and overloading the press release with too muchinformation

3. Donts : Overload

Yes we are all guilty of that one! Its easier and saves time. But a personalized email isalways better. Better still, hand deliver it.

4. Donts : SPAM

Avoid exaggerating figures and values. Dont fluff your way to get coverage. Its dangerousand really not worth it!

5. Donts : Sensationalize

T C d b P


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3.6Ten Commandments about PressReleases

(The Dos)

Always keep your press release simple and easy to understand, dont make it long andwindy with unnecessary emphasis on branding , positioning. Use facts and figures.

1. Dos : K.I.S.S.

Always start with something that will grab the attention of the Editor, or Journalist

2. Dos : Start with an attention grabbing lead

If the subject matter is complicated, for example a release with a lot of facts or numbers,prepare a separate sheet with additional information or FAQs

3. Dos : Prepare a FAQs or background

Always include a concise description of your organization, and contact details with hp at the end of thepress release

Check whether for spelling errors, typos

4. Dos : Boilerplate and contact details & Check

Photographs can increase the value of the press release, by using nice snap shots of the event,

you can get better publicity, even the media did not cover the event

5. Dos : Attach high resolution photographs


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3.7How to Write Press Releases thatGuarantees

Media Coverage?Step 1- Identify the objective

Ask yourself what is the purpose of this press release (I want the public to knowwhat?)

Step 2- What, Why, Who, When, Where, How

List down on a separate piece of paper all the points of your story

Step 3- Identify Newsworthy Element

Identify the most newsworthy element that will be attention grabbing

Step 4- Write your press release

Once you have arranged your points, write your press release. Put in powerfulquotes

Step 5- Check

Add boilerplate, FAQs (if necessary) and read through and ask yourself As aneditor, will you run this news?


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3.8FAQ

1. Should I write different press releases for differentpublications?

2. Should I meet the editors or journalists personally

to hand deliver my press release?

3. What if on the day of the event, there are lastminute changes to the press release?

4. Should I prepare press releases in differentlanguages?

5. I think I follow all the steps prescribed, but hardlyget any coverage. Why?

6. What is an embargoed press release?


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3.9Write Your Press Release

Your Turn Task 3

Write your own press release

1. In your groups, write a three para pressrelease based on the media brief given toyou

press release writing workshop 2

Documents