2. • Newsworthy information
• The art of writing press-
releases
• PR in terms of AIESEC project
“If I was down to my last dollar,
I’d spend it on public
relations.”
Bill Gates, Microsoft founder.
3. newsworthy information
• newsworthy information - an
event that might be interesting to
the readers, viewers or listeners,
which you can turn into an
informartional report - news.
• An event, piece of news, serving
as a base for an editorial
publication in the press, a topic for
the TV- and radiojournalists
5. What is newsworthly
information?
• Winning an award
• Announcing an employee
change
• Announcing a new product or
feature
• Launching a new partnership
• Sharing survey results
• Events
• Products
9. • Make a survey
Examples:
CVO recruitment – the survey about
students’ expectations towards
employers
Result- approx. 40 publications
• Statistic
• Organize event that will stay in memory
-flashmobs
11. Press-release is
• a report for the press; an
informational message, containing
information about an organization ,
event etc.(or possibly a private
individual), that published the
press-release/ a synopsis of it's
opinions on some kind of matter
and passed on for publishing in the
mass media.
12.
13. Rules to follow..
• Perfect volume - one A4 page
• You should leave margins for
editing on both sides
• A press release should be written
without underlining, also avoid a
lot of capital letters
• Brackets should be only used for
direct speech.
14. Headline
Stress the most important
Has to be clear
Avoid questions
Avoid abbreviations (if not very common)
Avoid personal names (if not very known)
Avoid syllabi-cation
Avoid end lines with prepositions or
conjunctions
Don’t use exclamation marks (!)
16. Lead
• 5W- when, who, what, why, for
what
Who is it about?
What happened?
Where did it take place?
When did it take place?
Why did it happen?
17. Lead
• 5W- when, who, what, why,
where Wells, February 12, 2012 -
Twin sisters Ena Pugh and Lily
Millward declared the oldest in the
world after celebrating their 102nd
birthday together. The pair were given
102nd birthday presents of copies of
the Guinness World Records book by
their family so they could see their own
entry.
18. quotes
• Write in separate paragraph
• Mark with inverted comas
• After quote - name , surname,
position, company
• Quotes also has to be edited!
20. Press-release Do’s
• Start Strong
• Identify Yourself
• Write Professionally
• Economize Your Words
• Limit Jargon
21. Press-release Dont’s
• ALL CAPITAL LETTERS TO
EMPHASIZE ANYTHING
• Grammatical errors
• Advertisements or
promotional/fluffy language.
• Hype
• The words “you”, “I” or “we”
outside of a quoted statement.
23. • Work with informational sponsors
• Writing content for the web-page
• Media relations
• Writing newsletter for the universities
• Creating posters, leaflets
• Social media
• Media monitoring
• And writing one more press-release
after the event
25. What we can ask from them?
• Banners placing on their web-page
• Publishing press-releases
(interviews, stories etc.)
• Sending information about us in
their newsletter
• Post about AIESEC event in their
social media
P.S ask to send their logo to us
26. What to do with info sponsor
after ?
• Don’t forget to say thank you and..
• Offer a new project!
• And use possibility to remind about
yourself during the national
holidays
• Add all the contacts in the CRM
27. Press-release timeline
• 2 weeks before event press-
release has to be written
• 1 week before event- spread the
media
• When to send press-release after
the event?
28. Media relations - database
• Send to whom?
• https://docs.google.com/a/aiesec.net/spre
29. Media monitoring
Backtracing mass media's reports
which correspond to the given
topic.
Monitoring of mass media is used for
researching the efficiency of PR-
and advertising campaigns
http://news.lv
30. If you want to invite
journalists to the event..
• Write an invitation
• What should be there?
-Answer on 5ws
-agenda
-logos of sponsors
-contacts for additional information
31. If you really want to see
journalists on the event
• What to ask if you call to the
journalits?
• What to do with journalists during
the event?
Just make them comfotrtable!
Prepare separate registration form
32. Prepare special folder for them
1- general inormation about the event
2- printed out presentations
3-list of participants
4-agenda
5-information about AIESEC
6- ideal folder also contains CD
33. Work with social media
Create a short message
- 5ws
- Non-formal text
Registration is open! Only 100
places are available! Hurry up and
catch the opportunity to improve
your knowledge and practical
skills. Be up to date professional!
Spam, spam, spam…
34. OH MY GOD ! WHAT TO DO
IF TV ARRIVES ?
• Chose a spokesperson
• Prepare question and answers
beforehand
• Picture is almost always till the
waistline
• Don’t twist your head round
• Don’t roll your eyes
• Don’t look in the camera
35. • Avoid wearing red, white, pastels, or
clothes with bold patterns or lines, as they
tend to skew when on camera
• Avoid scarves and jevelleries
• What to do if you don’t understand the
question?
• What to do if you don’t know the answer
and need more time for thinking?
