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