Home
>
Public Relations
>
Press Releases for Every Occasion

Press Releases for Every Occasion

To many marketers, the press release is something of a "one size
fits all" proposition. You want to get media coverage, you knock
out a press release, send it to some journalists and sit back and
wait.

Of course, smart Publicity Insiders already know that's a
prescription for failure. You know that your press release has
to have a "hook", be well-written and sent to appropriate
journalists in an active, not passive, manner. But there's
another part of the puzzle that even savvy publicity-seekers
sometimes miss -- you can't just write "a press release", you
have to write the right kind of press release.

There's no such thing as a "one size fits all" release. Smart
publicists have variations of the press release model ready to be
go, depending on the occasion.

(Note: for a general introduction to press release writing and
formatting, see: http://www.publicityinsider.com/release.asp

Let's look at some releases suitable for "harder" and more timely
news....

The News Release

To some folks, "news release" and "press release" are
interchangeable. Not to me. I use the phrase "news release" to
refer to a release that, well, carries actual news. Let's face
it, most of what a business has to say to a journalist isn't
exactly "stop the presses" kind of stuff. But, on occasion,
something of real significance occurs. A merger, a stock split,
a major new contract, winning a national award...something that's
truly timely and important. For these sorts of events, don't
mess around. Craft a solid, hard-hitting News Release that's
written in pure journalistic style (lead includes "who, what,
when, why and how", language is in 3rd person and completely
free of hyperbole). Use journalism's "inverted pyramid" -- most
important information at the top, next most important info in the
second paragraph and so on down.

Tell the entire story in the headline and subhead. Again, don't
get cute -- get straight to the point. The headline Acme
Corporation Selected by Pentagon to Supply Troops with Widgets is
far better than something like Guess Who's Making Widgets for
Uncle Sam? or something "clever" like that. In the subhead, fill
in some details: $18 Million Contract Largest in Company's
History. Talk about getting straight to the point! You've just
given the journalist the meat of the story before she's even read
your lead.

Add a "dateline" (Akron, OH) at the beginning of your lead
(first) paragraph. In the dateline, use your company's home town
(or the location where some news has broken. You can be a bit
creative here, if it helps maximize your impact. For the above
example, you can dateline it Washington, DC and say that "The
Pentagon today announced that it has selected an Akron
company...").

In distributing the release, use e-mail, fax, or even overnight
courier. The goal is to get it into journalists' hands on the
same day you distribute it.

Executive Appointment Release

Most businesses send out a brief release and headshot when
someone new is hired or a major promotion is made. That's fine,
and it will get them in the "People on the Move" column on page
8 in the business section. It's an ego stroke for the employee,
but that's about it. Savvy publicity seekers use the Executive
Appointment release to generate real publicity. Here's the key --
don't just announce that someone's been hired or promoted.
Rather, explain why the move is significant to the company -- and
perhaps the market -- as a whole.

For example, Jane Smith has been hired as your company's new
director of sales. Not so exciting. However, the reason you
hired her is because she came from a major online retailer and is
planning to overhaul your sales system to compare with the state-
of-the-art systems used by the big guys. Hmmmm...that's a lot
more interesting. So why not tell the media about it?

The key ingredient is context. Your headline may still look
like that of a typical Executive Appointment release (Acme Names
Jane Smith New Director of Sales), but starting with the subhead,
you begin your journey off page 8 of the business section and
onto page one (Hiring of Key Figure in Online Sales Explosion
Marks Important Shift in Acme's Sales Strategy). Ah, now you've
entered the realm of news, not business as usual. And a sharp
business editor will see that a local company is doing something
far more significant than just making a hire.

Dateline the release, fax (or even messenger), email or regular
mail it over to your local business editor and follow up with a
phone call. Offer Jane Smith for interview, too.

The Media Alert

The Media Alert is a deceptively simple creature. It's
essentially a memo from you to TV, radio and newspaper assignment
editors, city desk editors and others who decide whether a
particular news event is worth covering. They're used to alert
the press about news conferences, charity events, publicity
"stunts" and other events.

The point of the Media Alert is to, in just a few seconds, tell a
journalist about the event, how to cover it and why it's
important that the media outlet, in fact, covers it. Most
publicists are pretty good on the first two points -- almost all
media alerts do a decent job of telling what the event is, where
it will be held and what time it starts. It's the third aspect
-- the "why" -- that will make the real difference, though. And
it's the thing most publicists do a lousy of job of conveying.

First, a word about format. Use standard press release headings
(contact info, "For Immediate Release" and headline). The rest
of the document should be a few paragraphs, spaced at least three
lines apart from one another. The first paragraph, should begin
with What: and continue with a one or two line description of the
event (WidgetFest 2004, a celebration of young minds). Next
paragraph, When:, after that Where:

Now here's the key paragraph,

Why You Should Cover WidgetFest 2004: The brightest young minds
from around the region will gather to present their inventions,
as Acme Corp. celebrates the state's top high school science
students. The event will be a visual feast, with a host of awe-
inspiring inventions, many colorful, active and exotic, on
display. As part of the event, more than $10,000 in scholarships
will be distributed to budding Einsteins by John Smith, Ohio's
Science Teacher of the Year.

The key? This line: "The event will be a visual feast, with a
host of awe-inspiring inventions, many colorful, active and
exotic, on display." I just spoke an assignment editor's
language, telling him that this will provide lots of cool
visuals, making for great video or photos. The bit about the
scholarships and the Science Teacher of the Year assures him that
this won't just be a promotional stunt. So what are we offering?
A non-promotional, feel-good event with great visuals. Just what
an assignment editor is looking for.

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www.publicityinsider.com/release.asp
, he's sharing -- for the very first time -- his secrets of
scoring big publicity. For free articles, killer publicity tips
and much, much more, visit Bill's exclusive new site:
http://www.publicityinsider.com/release.asp

one time home cleaning Morton Grove ..

In The News:

The Berkeley Humanoid Light (BHL) is a lightweight, open source humanoid robot that anyone can build using 3D-printed parts and off-the-shelf components.

Meta’s new AI chatbot is getting personal, and it might be sharing more than you realize.

A new threat targets both Android and iPhone users: SparkKitty, a powerful mobile malware strain that scans private photos to steal cryptocurrency recovery phrases and other sensitive data.

Thanks to a team at the University of California, Davis, there's a new brain-computer interface (BCI) system that's opening up real-time, natural conversation for people who can't speak.

Privacy risks are hiding in plain sight, as your personal data is likely being collected, tracked, and sold without your knowledge.

VenHub, a fully autonomous, AI-powered smart store just opened at the LAX/Metro Transit Center in Los Angeles.

A woman's Facebook account takeover reveals dangerous social engineering tactics and provides lessons on recovery, avoiding scams and enacting stronger security measures.

Shanghai engineers are using 432 walking robots to relocate a complex, preserving Shikumen architecture while creating space for a modern underground hub and cultural center.

Major healthcare data analytics firm Episource had a cybersecurity incident exposing 5 million patients' medical records and personal information in recent breach.

A new sophisticated PayPal scam sends legitimate-looking emails from official PayPal addresses, using phone numbers instead of links to convince victims to download remote access tools.

Fox News' AI Newsletter brings you the latest on this rapidly evolving technology.

The innovative Kara Pod device extracts moisture from air to create mineral-rich water and brew coffee, featuring UV sterilization and compatibility with Nespresso pods.

Gov. Hochul unveiled New York's nuclear power plant project to power a million homes, which faces permit challenges while promising jobs and a cleaner energy future.

SAFE introduces Aerie, an underground luxury bunker combining high-end living with advanced security, wellness amenities and interactive walls simulating panoramic views.

A Facebook scammer posing as Elon Musk tricked a victim with promises of a Tesla and $250,000, requesting gift cards that become untraceable once the codes are shared.

Experience hands-free golfing with the Robera Neo smart caddie that uses AI to follow you, navigate obstacles and carry your clubs with GPS course mapping.

Cybersecurity alert: 16 billion passwords exposed in massive credential database affecting major platforms. Protect your accounts with password managers

The innovative BeBot robot uses electric power to remove pollution from shorelines, covering 20-30 times more area than manual collection while preserving wildlife.

A new ClickFix campaign targets macOS users with fake Spectrum support sites, tricking victims with CAPTCHA failures to paste commands that install information-stealing malware.

AI-powered autonomous trucks from Plus Automation are being tested across the U.S., Europe and Asia to solve logistics challenges while facing regulatory hurdles and labor concerns.

Your health information might feel private and secure with your doctor, but the reality is far more complicated. Data brokers collect a wide range of sensitive health data, from diagnoses and prescription details to personal identifiers, and sell this data to marketers, insurers, and other third parties.

Kepler Robotics has officially introduced its Forerunner K2 "Bumblebee" humanoid robot at the SAIC-GM automotive plant in Shanghai, marking a significant moment in the real-world deployment of advanced robotics.

Scammers never seem to be running out of new ways to try and get their hands on your money – and lately, they've been getting sophisticated.

Thirty people were injured and killed, though the exact number remains currently unknown, when a suicide bomber blew himself up in a Damascus church.

Unexpected password reset alerts signal potential hacking attempts or phishing scams. Learn how to respond and establish stronger security measures for your accounts.

Press Releases for Every Occasion

Public Relations