Welcome to

Writing theModernPress Release

Journalism-University of Pittsburgh

Magazine News Editor

Stringer-Somerset Daily American

Publications Manager-Nonprofit

Self-Employed In Publishing since 1978

GotwaldCreation

Blog 2x2virtualchurch.com

Content editor for several companies

Judith Gotwald

What About You?

• What are your objectivesin attending this workshop?

Tell Us About Yourself

?

How WeCommunicate Changes

Today’s World Has Many More Communication Options.

This baby holds in his hands more power to communicate than the entire staff of worldwide network TELEVISION 20 years ago.

AND They Keep Changing!

Today’s World Has Many More Communication Options.

This baby holds in his hands more power to communicate than the entire staff of worldwide network TELEVISION 20 years ago.

• Expensive

• Few choices

• Competitive

• Hard to Target

• Hard to Track/Measure

• Never Guarantees

Old Ways

New Ways

• FAR LESS expensive

per impression

• EASY to target

• MORE Media Choices

• LESS Dependent on

Gatekeepers

• MORE WORK (in some ways!)

• MORE CONTROL!

FIND THE ANGLE

If it’s not news, find a way to make it news.

MAKE SURE IT’SNEWS!

Fundamentals of a Press Release

6HOW

5WHY

4WHERE

3WHEN

2WHAT

1WHO

5 Ws (and if can Add the H)

The Basics

1HEADLINEKeywordsAbout 80

characters

2FIRST

PARAGRAPHDon’t bury your

lead!

3Be Factual

Specific

4Use

flawlessgrammar

5Spell

Check

6Use quotes

7Think

humaninterest

8Include

contact info

9Keep It Short

Understanding Today’s News Outlets

1FLYERS

AndBULLETINBOARDS

2LOCAL

NEWSPAPERS(NeighborhoodAnd Regional

3RADIO

4TELEVISION

5LOCAL

BLOGS & WEBSITES

6ONLINE NEWS(Patch)

7LINKED INGOOGLE

Groups and Circles

8FACEBOOKTWITTER

EMAIL

9BLOG

Can you think of any others?

Style Checklist

Different Media Have Different Focus/Needs

JARGONRecognize itDon’t use it

VOICESpoken/Written

AUDIENCEWrite as if you were talking to someone you met at a bustop!

SELF-PRAISE STINKS

HISTORYDon’t include it. Point them to your web site.

POINT of VIEWAdopt an outsider’s

21 3

54 6

Ask yourself this question as you write.Why should this interest anyone else?

SO WHAT?

If you use statistics to make your point, double check them.

Build trust with editors.

BE TRUTHFUL

Don’t compare yourself to competition.They might be advertisers!

STICK TO YOUR STORY

If your cause/event is part of something broader, make sure you say so.

GIVE CREDIT WHERE DUE

Add something valuable

Develop a Sense of Feature

Tie It to Something Else

Study Tabloids!

Visual World

Photo/Video/Infographic

DISTRIBUTION

Email

Bullet Lists and Subheads break up text

Key Words

Elevator Pitch

Add Personal Note (don’t blast spam)

Attach Word Document or Include Text in Body of Email

Subject Line of Email must catch attention

Include contact info and links

Headline (Limit Characters)

Making ChoicesALWAYS CustomizeToday’s world gives us many choices. Each is a time suck. Don’t waste editors’ time with press releases that do not fit their editorial needs. Protect your relationship with them.

Add a personal note that tells the editor why you think your news is of interest to their readers.

Rewrite the first paragraph to make sure the lead fits their readers.

Know Your Local Gatekeepers Different Media Have Different Focus/Needs

• Find out what each is looking for• Ask what their deadlines are• Find out any limitations (word

count, topic,

size/format/resolution of logos

and pictures)• Show that you care about them!

Develop Your OwnDistribution Channel

Build Your List with Opt-ins

Use Twitter (follow the gatekeepers)

RECIPROCATE!

Start Blogging

Connect to Facebook/LinkedIn

What’s theNext Big Thing

Video PR

Podcast PR

(Pay special attention to PATCH.com)

Online Resources

prdaily.com

Lots of good PR tips

PRWeb.comDistributors-some good articles

My business webGotwaldcreation.comPortfolio, Résumé

socialmediaexaminer.comGreat source/community for learning and keeping up with social media

Online Resources

Copyblogger.com

Lots of good PR/writing tips

hubspot.com/

Publish FREE resources for learning social meidiaCan help you build lists

My blog!2x2virtualchurch.comDozens of articles about using social media (aimed at churches who rarely have professionals doing this work)

patch.comFind which neighborhoods in your service area have a patch news outlet and start posting your Press Releases, photos and videos. Form relationship with patch editor. They are hungry for local news and their space is unlimited.

Connect Judith Gotwald

@jigotwald

creation@dca.net

215 487 0618

gotwaldcreation.com

2x2virtualchurch.com

Thank you!Please don’t let me forget to give you the evaluation forms!

Photos Creditsnewspaper boyphoto credit: ClaraDon via photopin cc

town crierphoto credit: Ennor via photopin cc

smoke signalsphoto credit: americanartmuseum via photopin cc

tvphoto credit: x-ray delta one via photopin cc

computerphoto credit: larskflem via photopin cc

anglephoto credit: chrisinplymouth via photopin cc

Emailphoto credit: ganderssen1 via photopin cc

baby with iphonephoto credit: DaveLawler via photopin cc

arrowsphoto credit: piermario via photopin cc

square pegphoto credit: rosipaw via photopin cc

jargonphoto credit: Gavin Llewellyn via photopin cc

voicephoto credit: Beverly & Pack via photopin cc

conversationphoto credit: procsilas via photopin cc

queenhoto credit: lisby1 via photopin cc

Praisephoto credit: annthrop via photopin cc

binocularsphoto credit: gerlos via photopin cc