This one hour webinar is an in depth discussion of the 15 steps to creating a press release.
The 15 steps to create a press release
The following example is an excerpt from Falkow (2012)
- Craft a short punchy headline, Keep it to 10 – 12 words and make it do double duty as a Twitter pitch. Use your main keyword near the beginning of the headline.
- Add a main image that tells the story. Use an original, good quality image in a jpeg format and add the source code with the image URL so that a blogger or journalists can easily and quickly add the image to their story.
- Craft the lead paragraph with the news angle and the 5Ws.
- List the core news facts in the release in bullet points.
- Write the rest of the release in narrative form. Add links to research, facts, statistics or trends that could be helpful to the journalist writing the story
- Link to relevant analyst coverage.
- Add approved quotes from the main players in the release. Add links to their bios and social profiles. Add a note that bloggers and journalists can call for interviews and custom quotes.
- Make the release available in an RSS news feed. Feeds are the blood vessels of the social web and your news content needs to be in that stream.
- Add more images, so that there is a choice for bloggers and journalists. This allows them to choose an image that fits their take on the story. Supply source code and URLS for all images.
- If possible, add a short video. It is quick and easy to make a digital video and get it online. 85% of all media website now use video and many of them are looking for completed videos from an outside source. Supply the embed code for the video so that they can immediately embed it on their website or blog.
- Add any other supporting material: charts, slide decks, pdfs, infographics or whitepapers.
- Tag all the content with the keywords that will make it easy to find in search or social sites. Use word you think a journalists might use to search for when writing story on this topic.
- Add the About Us boilerplate. Avoid corporate-speak and PR language. Make it actual and substantive.
- Include a contact person – a real person. Don’t use a generic email like firstname.lastname@example.org Add the social profiles of the contact person.
- Add icons that connect to all social content for the company and provide social sharing links so they can like your news on Facebook, tweet it right from your news release, post it to a host of other social sites or email it to friend if they prefer.
Falkow, S. (Producer). (2012). Social media news release webinar with step- by step guide. [Web Video]. Retrieved from http://web.archive.org/web/20130415081200/http://news.press-feed.com/digitalpr.php?include=143353 (archived link - video available at https://vimeo.com/34451743)