A presentation on how to write a great press release and pitch it to media / bloggers. The presentation focuses on different aspects of a press release, media, journalists, type of story, journalists behavior patterns and client expectations.

2. Who is the Journalist you are targeting
for your Press Release?

3. 




Malathy Iyar
Malati Iyyer
Malti Iyer
Malaty Aiyar
Maalathi Aiyer
Always get the spelling right and yes, the
designation too.

4. 
Journalists work in a hierarchy just like other
professions. Know who ‘writes’ the story, who
‘edits’ it, who decides ‘where’ and ‘how’ to put
the story and who ‘decides’ whether to put it in
the publication or carry it in a bulletin.

5. 
Your Journalists’ problems are also those of
yours. Lack of space, time, dullness, lethargy,
confusion are all real as much for the
journalist as for you. Try to understand the
why and the how of a situation then get to
solving the problem or getting round it.

6. 
PR fills the gap between the ‘source’ of a
story and a Journalist. In that sense you are
the source of the story for a journalist.
Build good rapport and a working
relationship with the Journalist.

7. NEVER
try controlling a Journalist, stopping a story,
pushing a story, insisting on coverage.

8. ALWAYS
expect the impact, the effect, the outcome of a
story and then try to hedge round it.

9. 
Every Journalist is equally important —
whether he is a big name or not. All
journalists start small. Today's insignificant
hack could be tomorrow's high-flying media
personality — and he will remember the
people who treated him well in his 'small'
days.
9

10. Nothing is as irritating as an excited young
voice saying, "I'm calling to see if you got the
press release we sent."
Instead ask if there is something more, apart
from the press release already sent, that you
could offer to the journalist.

11. If two writers from the same publication contact
you simultaneously don't ignore either.
Different sections of a publication may tackle a
topic from different perspectives.

12. Timing is all the more important.
Don’t ever hold up a Journalist on deadlines.


13. 


Most reporters are in a tearing hurry and hate
to do literature research. They don’t mind
talking to people but ask them to read up and
they won’t be very inclined.
Journalists respect ‘sources’ of information
more than information itself.
All Journalism involves prioritizing events and
presenting them. Not every story can go into
the newspaper or channel, not every story
makes it to the front page, not every story is
‘the’ story. So explain what makes your story
‘the’ story and do it quickly.

14. The last point
A good Press Release is not one which is
printed as it is. A good Press Release is one
that generates another good story for the
Journalist and more exposure for your client.

16. Press Release
Bipasha’s fitness secret Revealed!!!
Sugar Free Gold – your fitness partner
Mumbai, 31st July, 2008: Do you often wonder if you could look as fit as Bipasha? Bipasha
finally divulges her fitness secret – Sugar Free Gold. Cadila Healthcare Ltd, a leading
pharmaceutical company, today, announced the appointment of Actress Bipasha Basu as its
Brand Ambassador for its Brand Sugar Free Gold, leading brand of Sugar Substitute in India.
Now, along with your daily exercise it is important to cut down on the unwanted calories of Sugar.
Now, Sugar Free Gold is your fitness partner to bid adieu to those excess calories.
On this association, Bipasha says, “Fitness is about 50 percent diet and 50 percent exercise.
Sugar constitutes for the extra calories in our diet,
TM
which has no nutrititve value except for just empty
About Sugar Free Gold
calories. Hence when it comes to endorsing Sugar
Low calorie sugar substitute:
Free Gold – a sugar substitute, it comes very naturally
Helps control Calories:
to me as I myself use the product.”
Elaborating on the association, Mr Anand Deo, Sr. Vice
President – Consumer Division, Cadila Healthcare Ltd.
said, “To enhance the growth in the category and given
the health and fitness consciousness wave amongst
the consumers, we wanted to associate with someone
who is a fitness icon in our target segment”
Good
for
Diabetes:
Does Not
Decay
people
with
Promote
Tooth
Ideal
for all
table top
applications like tea, coffee,
lemonade, cereals etc.
He further adds “There has to be Synergy between the
celebrity and the Brand for both to benefit. Sugar Free
Gold stands for day to day fitness and celebrity Bipasha Basu is herself fitness personified and
hence the association.”
Under the agreement Bipasha Basu will feature across all Sugar Free Gold communication,
including advertisement on TV, outdoor, print, Radio and other media
With lifestyle diseases emerging as the great challenges in urban India it has become imperative
to alter and introduce products that provide healthy solutions to tackle these concerns. In the new
communication, Bipasha encourages people to do exercise and support it with Sugar Free Gold
and thus avoid unwanted calories of Sugar. Hence, emphasizing on day to day fitness.
About Cadila Healthcare Ltd. Consumer Division:
The Consumer Division of Zydus Cadila was envisioned to promote „healthy living‟ by anticipating emerging and day-to-day needs in
dietetic/health foods and personal care by offering healthier choices to the consumer. Health and wellness have been identified as
emerging opportunity areas in consumer healthcare and a key focus area for the business. The consumer division aims to empowe r
individuals to take increasing responsibility for ones health by adopting healthy eating and lifestyles. The Division markets products
TM
under two major groups – the Sugar Free and the EverYuth range. The overall market size of the sugar substitute category is
around Rs. 70 crores, wherein Sugar Free is the leader in the market with about 80% market share.
For further information please contact:
Moses @Imprimis Life PR # +91 98339 61636