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© Copyright, Debbie Leven, 2013 1
How to Write a Press Release
by Debbie Leven
PR Coach
http://www.prcoach.co.uk
© Copyright, Debbie Leven, 2013 2
1. Journalists want:
• Human interest
• Scandal, conflict
• New, change, extremes,
resea...
© Copyright, Debbie Leven, 2013 3
2. Journalists also want
stories that are:
• Relevant
• Well-timed
• Local
© Copyright, Debbie Leven, 2013 4
• Must be a reason for the story
– ‘news’ not ‘olds’
• Not a place for sales ‘puff’
• St...
© Copyright, Debbie Leven, 2013 5
4. Sum your story up in
one sentence
• That’s start of your press
release and also your ...
© Copyright, Debbie Leven, 2013 6
5. Answer key questions
• Who, what, why, where, when,
how?
© Copyright, Debbie Leven, 2013 7
6. Keep it short
• Important information first
• Add more detail later in press
release
...
© Copyright, Debbie Leven, 2013 8
7. What to include in your
press release
• Embargo or immediate release, then date
• Tit...
© Copyright, Debbie Leven, 2013 9
8. Use accepted guidelines
for press release structure
• Press release template here:
ht...
© Copyright, Debbie Leven, 2013 10
9. Keep it short
• Job of press release is to
spark interest
• Put any detail/explanati...
© Copyright, Debbie Leven, 2013 11
10. Check and double
check
• Ensure facts and research are
sourced and stand up to scru...
© Copyright, Debbie Leven, 2013 12
11. Test press release
• Ask - if only the first paragraph
of the press release were re...
© Copyright, Debbie Leven, 2013 13
12. Immerse yourself in
the news
• To ‘tune in’ to what journalists
want
• And to make ...
© Copyright, Debbie Leven, 2013 14
Summary
• Focus on human interest
• Ensure you have a ‘news hook’
• Give journalists wh...
© Copyright, Debbie Leven, 2013 15
For more information and help, see:
• Press release checklist
http://www.slideshare.net...
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How to write a press release - steps and tips
http://www.prcoach.co.uk/how-to-write-a-press-release/

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How to write a press release

  1. 1. © Copyright, Debbie Leven, 2013 1 How to Write a Press Release by Debbie Leven PR Coach http://www.prcoach.co.uk
  2. 2. © Copyright, Debbie Leven, 2013 2 1. Journalists want: • Human interest • Scandal, conflict • New, change, extremes, research, money, numbers, first, last, trends, unusual
  3. 3. © Copyright, Debbie Leven, 2013 3 2. Journalists also want stories that are: • Relevant • Well-timed • Local
  4. 4. © Copyright, Debbie Leven, 2013 4 • Must be a reason for the story – ‘news’ not ‘olds’ • Not a place for sales ‘puff’ • Stick to facts 3. Find ‘news hook’
  5. 5. © Copyright, Debbie Leven, 2013 5 4. Sum your story up in one sentence • That’s start of your press release and also your pitch to journalists
  6. 6. © Copyright, Debbie Leven, 2013 6 5. Answer key questions • Who, what, why, where, when, how?
  7. 7. © Copyright, Debbie Leven, 2013 7 6. Keep it short • Important information first • Add more detail later in press release • Short sentences and use simple language
  8. 8. © Copyright, Debbie Leven, 2013 8 7. What to include in your press release • Embargo or immediate release, then date • Title • Summary of story in as few words as possible • Quote • ‘Ends’ to indicate end of press release • Contact information • Notes to editors
  9. 9. © Copyright, Debbie Leven, 2013 9 8. Use accepted guidelines for press release structure • Press release template here: http://www.prcoach.co.uk/pr-tips-and- resources/press-release-template/
  10. 10. © Copyright, Debbie Leven, 2013 10 9. Keep it short • Job of press release is to spark interest • Put any detail/explanation in ‘notes to editors’
  11. 11. © Copyright, Debbie Leven, 2013 11 10. Check and double check • Ensure facts and research are sourced and stand up to scrutiny
  12. 12. © Copyright, Debbie Leven, 2013 12 11. Test press release • Ask - if only the first paragraph of the press release were re- produced, would it capture the story?
  13. 13. © Copyright, Debbie Leven, 2013 13 12. Immerse yourself in the news • To ‘tune in’ to what journalists want • And to make your style more succinct
  14. 14. © Copyright, Debbie Leven, 2013 14 Summary • Focus on human interest • Ensure you have a ‘news hook’ • Give journalists what they want • Use accepted writing guidelines • Answer – who, what, why, where when and how? • Use simple language • Keep your style short and punchy • Do the one paragraph test
  15. 15. © Copyright, Debbie Leven, 2013 15 For more information and help, see: • Press release checklist http://www.slideshare.net/debbieleven/press-release-checklist-uk • PR audit – find out why your PR isn’t working http://www.prcoach.co.uk/pr-help/ • How to write a press release http://www.prcoach.co.uk/how-to-write-a-press-release/ Follow me on Twitter: @debbieleven Connect on LinkedIn: http://www.linkedin.com/in/debbieleven http://www.prcoach.co.uk
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How to write a press release - steps and tips http://www.prcoach.co.uk/how-to-write-a-press-release/

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