1 / 26

CIM Power of Marketing 30 Sept 2008

CIM Power of Marketing 30 Sept 2008. Writing press releases that get NOTICED Presented by Ellen Carroll. AGENDA Introductions Key learns Press releases Planning Relationships Content Top tips / What to avoid Presentation Now what? Summary – what have we learnt?

zubeda
Download Presentation

CIM Power of Marketing 30 Sept 2008

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CIM Power of Marketing 30 Sept 2008

  2. Writing press releases that get NOTICED Presented by Ellen Carroll

  3. AGENDA • Introductions • Key learns • Press releases • Planning • Relationships • Content • Top tips / What to avoid • Presentation • Now what? • Summary – what have we learnt? • Questions...

  4. ABOUT ME • Ellen Carroll – Director and owner of Nellie PR • Experience: • Former PR manager at Experian • Public & private sector, agency-side and freelance experience • More than 15 years in the industry • Nellie PR launched nearly two years ago...

  5. NELLIE PR • Public relations, online PR, copywriting • Engaging & attentive • Headline-grabbing • Media savvy with great media contacts • Deliver real value and return-on-investment (ROI) • Trained in SEO and online PR...

  6. CLIENTS

  7. ABOUT YOU • Over to YOU • Who? • Where? • What you want to get out of this workshop today?

  8. KEY LEARNS • From today: • Not exhaustive • Overview of the basics: • Press releases • Planning them • Writing them • Top tips for coverage • Your audience • Building relationships...

  9. BUT FIRST • A quick five minute kick-off: • Headline • Idea for a press release • First paragraph or first couple of sentences • Think of a question • Hand them over • We’ll look again at these at the end...

  10. In the words of Oscar Wilde: “The only thing worse than being talked about is not to be talked about at all.”

  11. PRESS RELEASES • What are press releases? • Tell a story • Communicate key messages to your audience • Words of WARNING • Press release overload • Needs to be part of a wider marketing/PR strategy • Not a one hit wonder • Not the be all and end all • Are press releases dead?

  12. PLANNING • 80:20% rule: • Spend 80% of your time on planning and 20% on the doing • Better planning = more success... • Planning tips: • Objectives – what do you want to achieve? • Who wants to know – your audience? • Newsworthy – is there a story – answer the so what? • Method – is a press release the best method? • Enquiries – what’s the next step?

  13. RELATIONSHIPS • Crucial: • Get to know your local and key journalists • Read, listen, watch, monitor – understand the journalist, the media and its audience • Don’t forget online and reaching your customers direct • Internal audience too • Don’t be afraid • Build your target list...

  14. CONTENT • Answer the: • Who? • i.e. the company • What? • i.e. the product/event/service • Where? • i.e. location

  15. CONTENT • Answer the: • When? • i.e. the timing • Why? • i.e. interest, benefit, issue • How? • i.e. means...

  16. TIPS • Headline – write it last, grab interest & attention • Upfront – news value comes first • Content – answer the WHO? WHAT? WHERE? WHEN? WHY? HOW? • Simple, easy to understand, snappy, short and straight to the point • Facts – be factual, stick to the facts • Relevant – know your audience, tailor your message i.e. angles, online • Newsworthy & creative

  17. TIPS • Timing – issues, legislation, monitor • Quote – strong, stands up on its own • Visual – pictures paint a thousand words • Keywords – search engine optimisation • Contacts – include contact details, be helpful, available and professional...

  18. TO AVOID • The Big No No’s • Spelling errors • No news • Spamming – sending irrelevant information • Biased self promotion • Too wordy • No contact details • Attachments • Jargon • Delighted...Exciting...Innovative...

  19. PRESENTATION • Layout: • Audience-dependent • Logo • Headline and sub-heading • Date • Body copy – 1 ½ spacing, quote, ends • Key phrases and links • Contact details, including out of office • Notes to editors...

  20. NOW WHAT? • Review • Adapt • Pitch • Targeted • Subject line • Relevant • Be prepared – follow-up • Evaluate • Learn...

  21. IN SUMMARY • We have covered: • Press releases • Planning • Relationships • Content • Top tips • Things to avoid • Presentation and layout • Pitching...

  22. WHAT HAVE WE LEARNT?

  23. QUESTIONS?

  24. Thank You www.nelliepr.co.uk

More Related