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Press Release 2.0

Press Release 2.0. John Hellerman. AAM Maryland Tuesday, May 25, 2010. About Hellerman Baretz Communications.

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Press Release 2.0

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  1. Press Release 2.0 John Hellerman AAM Maryland Tuesday, May 25, 2010

  2. About Hellerman Baretz Communications Working with the world’s leading law firms, consulting firms, and financial services companies, Hellerman Baretz Communications creates PR-fueled business development campaigns that turn professionals’ expertise into new business opportunities. • PR News Legal Press Release 2009 • PR News Best Media Relations Work in Litigation 2009 • Inc. 5000 2008 and 2009; Bulldog Award 2008 • Legal Marketing Association Your Honor Award 2008 • The Communicator Award 2008 • PR News’ Best Legal Blog 2008 • Top 15 ABA Journal Blawg 100 2007 • Legal Marketing Association Your Honor Award 2007, 2008 • Gold MarCom Award 2007, 2009 About John Hellerman PR News’ 2008 Agency Executive of the Year Dubbed “Mastermind” and “Superstar” by PR News; “PR Whiz” by Law Practice Management; “Top Media Relations Pro” by PR Week • International Conference Co-Chair, (April 2009), LMA • Fellow of the College of Law Practice Management

  3. The World of PR • Research & Building a Media List • Messaging • News Releases, Pitch Letters, Fact Sheets, Bios • Interview Negotiation • News Conferences • Seminars & Events • Using Wires

  4. Thinking like a reporter Write the headline for an article in a local paper: • Kenneth L. Peters is the principal of Beverly Hills High School. • Last year the school won the prestigious Bennet Foundation Award for Academic Excellence. • Next Thursday the entire high school faculty will travel to Sacramento for a colloquium on new teaching methods. • World-renowned anthropologist Margaret Mead will be the keynote speaker at the colloquium. • Other speakers will include college president Dr. Robert Maynard Hutchins and former California governor Edmund “Pat” Brown.

  5. Thinking like a reporter NO SCHOOL NEXT THURSDAY

  6. What is news? • Proximity: Does the news affect the outlet’s audience? • Impact: How much does the news affect the outlet’s audience? More impact = Higher news value. • Unusualness: Is the news different from the ordinary? More unusual = Great news potential. • Timeliness: How current is the news? • Prominence: Who is involved? • Conflict: Tension = News

  7. Press Release(News Release, Media release, Press Statement) A written communication directed at members of the news media for the purpose of announcing something having news value. • News Releases – 60 to 90% of material in media is generated outside of staff. Editors use 1% of pitches they receive (est. 300 per editor per day.) • Elements of a News Release (Written well, accurate info, useful content, appropriate to medium) • Fact sheets, etc. • Advocacy – writing with intent. What is important to the reader not just the firm. • WIIFM

  8. Principles of a Great Pitch • Remember your reporter’s audience. • Tell a story. • Simplicity (not too long – get to the core ASAP). • Unexpectedness. • Concreteness (explain ideas in terms of sensory information, paint a picture). • Credibility (statistics, “proof”, quotes from experts). • Emotions (make your reader feel).

  9. Nuts and Bolts NEWS RELEASE Contact: John Hellerman 202.274.4762 jhellerman@hellermanbaretz.com FOR IMMEDIATE RELEASE Prominent Antitrust Expert, Michelle Burtis, Joins Cornerstone Research Washington, Feb. 1, 20XX— Cornerstone Research, a national consulting firm that provides economic and financial analyses and expert testimony, today announced that Michelle Burtis, Ph.D. has joined the firm as a Vice President in the Antitrust Practice. As a vice president of Cornerstone Research, Burtis will lend her expertise to a broad spectrum of antitrust issues, including price fixing, horizontal collusion, monopolization, predation, tying, exclusionary practices, and matters associated with intellectual property and mergers. “Cornerstone Research is retained in the most prominent and complex private litigation as well as regulatory matters involving the Department of Justice, Federal Trade Commission, and the Federal Communications Commission. We are very excited to have a senior antitrust economist of Michelle’s stature joining us on the east coast.” said Jim Malernee, President and CEO of Cornerstone Research. Burtis has extensive experience as an antitrust expert and consultant. Before joining Cornerstone Research, she was a director and the managing director for competition policy at LECG. Prior to LECG, she served as vice president at Capital Economics from 1988-1998. She has a Ph.D. in economics from the University of Texas and received B.A.s in economics and political science from the University of Colorado. “Cornerstone Research is one of the premier firms in the economic and financial consulting business,” said Burtis. “I am extremely happy to have this opportunity and look forward to further expanding Cornerstone’s presence in the antitrust arena.” Cornerstone Research provides financial and economic analysis and expert testimony in civil litigation and regulatory proceedings, and concentrates in securities, antitrust, intellectual property, financial institutions, accounting, and energy litigation. The firm has an extensive network of faculty and industry experts and offices in Washington, Boston, Los Angeles, Menlo Park, New York, and San Francisco. ### Media Contact Information Document Instructions Dateline: Usually includes the origination city Headline: A summary of the news to grab the media’s attention Lead: The hook. Write something grabbing. Body: Include 5W1H and further explanation, background, quotations, statistics, etc. Boilerplate: A short about section providing independent background Close: Indicates the end of a release

  10. How to Write a Release CREATIVE While the overall effect of the Obama administration’s health care overhaul remains to be seen, the bill’s tax ramifications will be plentiful. “One of the most striking things is the degree to which high net worth individuals will pay for this new bill,” explained Steve Exciting of the accounting firm Savvy, Power & Wealth. “It’s a staggering departure from the Bush tax cuts, and it’s going to cause some big challenges down the road.” On July 1st, Savvy, Power & Wealth will sponsor a seminar to help high net worth individuals navigate the tax hurdles posed by health care reform. TYPICAL On July 1st, the accounting firm of Boring & Dull will sponsor a seminar regarding the tax ramifications of the Obama administration’s new health care reforms.

  11. Samples

  12. Good Quotes TYPICAL The dynamics of the scenario can be such that risk exposure outweighs any fiscal incentives for entrance into this paradigm. GOOD “It’s a rigged game.”

  13. Release Templates Standard Release Media Alert Release FOR IMMEDIATE RELEASE Contact: XXX Washington, DC (xxx) xxx-xxxx March 7, 20XXxxx@xxx.com “Major League Pitching: How to Score a Media Hit” EVENT: The Mid-Atlantic Chapter of the Legal Marketing Association is hosting an interactive breakfast workshop, “Major League Pitching: How to Score a Media Hit” … For firms looking to bolster the bottom line, a winning pitch is the secret weapon, and legal teams will profit from “practice,” whether in court or courting the media. Attendees will have the rare opportunity to team up with their peers to deliver a media or business development pitch on-camera, with instant feedback from media professionals… DATE: Thursday, March 24, 20XX TIME: 8:00 a.m. – 10:00 a.m. Breakfast will be served. PLACE: J.W. Marriott Hotel, 1331 Pennsylvania Ave., NW COST: Reservations… CONTACT: For reservations and/or additional information… BACKGROUND: The Mid-Atlantic Chapter of the Legal Marketing Association is the region's preeminent professional development and leadership organization for legal marketers… ### FOR IMMEDIATE RELEASE Contact: XXX April 18, 20XX (xxx) xxx-xxxx Mid-Atlantic Chapter of the Legal Marketing Association (LMA) Earns/Takes “Best Chapter” Honors Washington, DC, April 18- The Legal Marketing Association (LMA) announced its annual Your Honor Awards recipients during its 24th Annual Conference held in Denver, CO., from April 10 – 12, 20XX… The LMA’s Mid-Atlantic Chapter, the second largest in the country, is proud to return home with this year’s “Best Chapter” award… Every year, the Your Honor Awards recognize outstanding achievement by law firm marketing departments and LMA Chapters… The Chapter’s key achievements in 20XX included, among many others: • Continuing the success of its corporate sponsorship program. • Achieving a membership of 300 “So many people have contributed to the success of the Mid-Atlantic Chapter,” said 20XXChapter President Felice Wagner. “It’s a great community and we’re all very proud to be part of it.” Nathan Darling, the Chapter’s 20XX President, added, “Thanks to Felice and countless others…” The Mid-Atlantic Chapter of the Legal Marketing Association is the region's preeminent… For more information… ###

  14. Advanced Technology • Social media releases are adaptations to traditional releases used to make messages engaging and user-friendly. • Think: Webpage (Make it interactive with links, videos, podcasts, pictures, etc.) • Share or bookmark this release on social media websites like Facebook, Del.icio.us and Digg. • Experiment with formatting and styles. • FOR IMMEDIATE RELEASE • May 24, 20XX • Hellerman Baretz Starts A Press Release Revolution • Washington, D.C. - Hellerman Baretz Communications today created a new news release that leverages existing and future Web 2.0 social networking platforms. • Key Points: • The release can include pictures and videos • The release should contain links. • The release is interactive and appears like a webpage. • Quotes: • John Hellerman, co-founder of HBC: • “I’m so happy to be here to speak with you • about the advances in technology in the press release.” • “Although they look complicated, press releases • are easy to create and very effective marketing tools.” • About Hellerman Baretz Communications: • More information can be found at http://www.hellermanbaretz.com • Media Contact: • John Hellerman • 202-274-4764

  15. Q&A Release • Q&As are a creative way to send information over the wire. • Information about the individual source and organization are pertinent. • Include links, photos, and other social media where appropriate. NEWS RELEASE CONTACT: John Hellerman 202-274-4762 FOR IMMEDIATE RELEASE Far from Free: A Q&A on the Pitfalls of the EFCA An interview with Gerald Coker, Ford & Harrison LLP Washington, September 20, 20XX- In an attempt to reverse the precipitous decline in union membership over the last 30 years, recent initiatives by… In anticipation of the heighted EFCA debate, Ford & Harrison’s Gerald D. Coker, answered the most pressing questions the legislation presents. What is the Employee Free Choice Act? The Employee Free Choice Act (EFCA) is proposed legislation which aims to amend the… If passed, how would EFCA affect the current law? Drafted as proposed amendments to the NLRA, EFCA would affect three fundamental modifications to federal labor law: What is a card-check, and how does it work? A card-check does away with the secret ballot system. Employees will no longer cast… Are card-checks a fair alternative to the secret ballot? Card-check recognition would give unions a license to use… ###

  16. How to Use the Wire House Rules: • Headline must mention company name, be smart and compelling. • Include your company logo. • Include complete contact information. • Choose the most appropriate circuits for your news. Most Importantly… • Expectation should NOT be on placement. • Direct Mail to news service gophers & interested readers. • Historical archive for future researchers.

  17. Distribution BusinessWire (www.businesswire.com) • National and international companies and groups. • Multimedia, report tracking capabilities • Pricing/membership information: http://www.businesswire.com/portal/site/home/apply-for-membership/ PRNewswire (www.prnewswire.com) • Small business marketing, corporate, government, association, and non-profit relations. • Multimedia, report tracking capabilities • PR Tool Kit: http://prtoolkit.prnewswire.com/ PR Web (www.prweb.com) • Flat-rate general news and business newswire service • A range of release options, including social media releases and multimedia releases • Pricing/package information: http://www.prweb.com/pr/press-release-price.html MarketWire (www.marketwire.com) • General news service for trade organizations, large corporations, and small businesses. • Distribution, Multimedia, media management, and monitoring capabilities. • Additional resources: http://www.marketwire.com/mkt/MarketwireWebsite/MWforPR.pdf InternetNews (www.internetnews.com) • Small business and technology driven news service, free membership, premiums charged • Pulls in newsletters, white papers, webcasts, and tech guides for member use • Membership information: http://www.devx.com/WhyJoin Note on pricing: Services usually require a membership and added costs for region, market, and media.

  18. Leverage Your Success These aren’t just nice placements. They are excuses to connect with people. Use them as valuable selling tools that create, influence, and maintain lucrative relationships. (Create only what is worth reprinting and sharing.)

  19. Harness Web 2.0

  20. Questions ?

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