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Writing for pr

Writing for pr. Today…. Today in PR Writing press releases Other media writing Writing for the web Your writing assignment. Writing in the inverted pyramid. On the web. When you are writing for the web, content and key words are important. SEO

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Writing for pr

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  1. Writing for pr

  2. Today… • Today in PR • Writing press releases • Other media writing • Writing for the web • Your writing assignment

  3. Writing in the inverted pyramid

  4. On the web • When you are writing for the web, content and key words are important. • SEO • Search Engine Optimization- optimizing your content so it will place well in search engine rankings

  5. What’s the title? • Turn to the person next to you and come up with a title for this press release being sent to a media persona. Then, come up with a title for this release if it were to be posted online. • (Mt. Sterling, KY, Feb. 3, 2014)— Big Brothers Big Sisters of the Bluegrass is ready to kick off the 2014 Bowl for Kids’ Sake season with a team captain luncheon in Mt. Sterling on Tuesday, Feb. 11 at the Montgomery County Civic Center (108 East Locust Street). The luncheon begins at 11:45 a.m. with a brief program at 12:15 pm. Individuals with a team signed up to participate or those who are interested in being a team captain for the April 13 Bowl for Kids’ Sake event at Sterling Lanes are invited to attend the event, and are asked to RSVP Laura at 502-316-0347 or LMcDonald@BBBS-Bluegrass.org.

  6. Media advisory • Invite media to attend your event by issuing a media advisory a few days in advance. Talk to the media in a language they know- who, what, when, where, why, how.

  7. Writing specifics • Abbreviations • Months used within the document: Feb. 8, 2014 or February 2014 • Days of the week are never abbreviated • First mention of an organization is complete spelling with abbreviation in parentheses: Down Syndrome Association of Central Kentucky (DSACK) • Numbers • Spell out numbers 0-9; spell out 10+ • Numerals can be used for percentages, temperatures, heights, ages, ratios and sports scores

  8. The Media Kit • Biography/Biographical Summary • Straight bio- factual in descending order of importance • Narrative bio- more informal • The Backgrounder- additional information to complement the news release • Fact Sheets, Q&As, Photos, etc

  9. Media kits • Media kits are typically done online now, though are printed for media related events to hand out to attendees.

  10. White papers • White papers document facts that lead to a position the organization is suggested to take. • Background • Statement of the challenge • Alternative solutions • Recommended solution • Key Messages for action- next steps • Example: Silverpop

  11. Other important pr tools to know • Byliner- story signed and authorized by someone (President, Partner, etc), but written by a third party PR person/firm • Op-Ed- written by executive and submitted for publication. • Many papers have this across from their editorial pages.

  12. Build a relationship • When you are writing for your consumers, or working with a media outlet, you are building a relationship with them.

  13. In Sending a release • Send to only one reporter at a time • Limit subject lines and make them enticing • Boldface “FOR IMMEDIATE RELEASE” • Limit length- PR Newswire says average is 500 words • Get to the point immediately- use the 5 Ws • No attachments • Link to supporting information, if any • Remember readability

  14. Your Press Release prompt • Choose an event (sporting, sorority/fraternity, fundraiser, etc) that you are familiar with as your subject. • Write a press release announcing the event. Your goal- after media pick up- is to share details about the event to compel your audience to attend, donate, etc.

  15. Class Tuesday • Will begin at 2:30! • We will have a special guest- Nancy Royden from the Georgetown News-Graphic

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