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A press release--PR, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, online media, television stations or television networks. The first modern PRs were created by Ivy Lee. Lee's agency was working with the Pennsylvania Railroad at the time of the 1906 Atlantic City train wreck. Ivy Lee and the company collaborated to issue the first PR directly to journalists, before other versions of the story, or suppositions, could be spread among them and reported. He used a PR, in addition to inviting journalists and photographers to the scene as a means of fostering open communication with the media. Public relations pioneer Edward Bernays later refined the creation and use of PRs. In a phrase: PRs aren't just for the media anymore. Under traditional definitions and practice, PRs were a formal document designed to communicate to the public through the media. Releases were rarely seen by the public - rather the output of the PR was shown in the form of news coverage. Though there are still a number of old school PR pros that can remember mailing or faxing PRs, for the most part, the web changed the paradigm. PRs published on the web allowed organizations to communicate directly with their audiences, be that consumers, other businesses, or investors.
PRs are an essential element of any public relations strategy. These short, compelling documents detail product releases, event announcements and other newsworthy items a company produces. Indeed, great PRs do more than keep the media and the industry-at-large informed of your company's recent developments. They are meant to pique the interest of journalists, who may seek to cover the topic further. Crafting a great PR is often the first step in securing a magazine feature or television interview -- and thus, more visibility and new customers. Considering that journalists are flooded with potential stories and pitches on a daily basis, making yours stand out from the pack is crucial. While the format for a PR is basic, the content of the release should be anything but. Follow these tips to write a great PR that will make your company look professional, accessible and attractive to writers looking for stories. 1) Grab attention with a good headline. The beginning of a PR -- just as with a magazine article, book or promotional pamphlet -- is the most important. A strong headline (and, for that matter, email subject line when you send out the pitch) will pull in journalists seeking good stories. Your headline should be as engaging as it is accurate. 2) Get right to the point in the first paragraph. Because reporters are busy people, you must assume that they will only read the first sentence and then scan the rest -- and even that's a generous assumption. Get the message of your PR out quickly. Every important point should be addressed in the first few sentences. The subsequent paragraphs should be for supporting information. 3) Include hard numbers. It's easy to fill up a page with a creative, colorful narrative. Leave the artistry to the writers -- pack your PR with hard numbers that support the significance of your product or announcement. If you're claiming a trend, you need proof to back it up. Quantify your argument and it will become much more compelling. 4) Make it grammatically flawless. Proofread your PR -- and let a few other people proofread it as well -- before sending it out. Even a single mistake can dissuade a reporter from taking you seriously. 5) Include quotes whenever possible. There is a source of natural color that cannot be replicated: quotes. Including a good quote from someone in the company or close to the product/event can give a human element to the PR, as well as being a source of information in its own right. 6) Include your contact information. A common oversight that can render a PR ineffectual is a lack of contact information for reporters to follow up with. Whether you or someone else at the company is the point of contact, don't forget to include an email address and phone number on the release (preferably at the top of the page). 7) One page is best -- and two is the maximum. As with most good writing, shorter is usually better. Limit yourself to one page, though two pages are acceptable. This will also force you to condense your most salient information into a more readable document -- something journalists are always looking for. 8) Provide access to more information. You must limit your PR to one page (or two, if you must), but that doesn't mean you can't show people how to learn more. Providing relevant links to your company's website, where prospective writers can learn more about your mission and what you've already accomplished is a crucial element to the release. Don't make writers search on their own for more information -- guide them as quickly as possible to your website, and keep their interest piqued. There's a catch, though. You can't use the PR like a broom to sweep all the junk topics off your desk and get your boss or client off your back. These catch-all announcements are part of why PRs have such a bad reputation among reporters and bloggers.
A great PR is not something that prompts a journalist to write an article; rather, a great PR is published as an article. While that may be an abstraction outside of the most time-strapped of reporters, many times the better your PR, the more of it ends up verbatim in the resulting article. So stop writing PRs, and start writing news stories. Not sure how to start? Let’s role-play a bit. You are the reporter, and you are writing an article, because that’s your job. What is it about this random company, blog, or event that makes for a great news piece? What’s the story, the hook, the angle? How can this piece advance your career as a journalist? Why in the world would anyone other than the attention-seeking schlep possibly care? If you can’t figure those things out, don’t write the article, and don’t send the release. It’s that simple, because an actual reporter will cast an even more jaundiced eye at your pitch. Although a PR is a public relations tool, it should not read as overly promotional. If it sounds too much like a sales pitch, it will lose credibility in the eyes of the journalist. PRs typically end with a short description of the company or organization that's issuing the release, along with a call to action. The call to action could be to participate in the event being promoted, to take a test drive of the product, or simply to find out more by contacting the author of the PR.
Technically, anything deliberately sent to a reporter or media source is considered a PR: it is information released by the act of being sent to the media. However, public relations professionals often follow a standard format that they believe is efficient and increases their odds of getting the publicity they desire. The format is supposed to help journalists separate PRs from other PR communication methods, such as pitch letters or media advisories. To ensure readability, your PR should follow the standard format: typed, double-spaced, on white letterhead with a contact person's name, title, company, address and phone number in the upper right-hand corner. Below this information, put a brief, eye-catching headline in bold type. A dateline--for example, "Los Angeles, California, April 10, 2006"--follows, leading into the first sentence of the release. Limit your PR to one or two pages at most. It should be just long enough to cover the six basic elements: who, what, when, where, why and how. The answers to these six questions should be mentioned in order of their importance to the story. The most important factors boil down to a handful of fundamentals: 1. Focus on good, clean writing. Writing with clarity and for readability tops the list. 2. Headlines and subheads matter. Headlines for PRs, just like the headline of a blog post, or the subject line of an email should draw a reader in and invite them to read more. A common question is should we write headlines for search engines or people? The answer: people. People are the intended audiences, search engines are just one means to help them find your content. If it makes sense in context, sure add your key words to the headline, but don't write a headline just to fit in your key words. Generally, a PR body consists of 4 to 5 paragraphs with word limit ranging from 400 to 500. Some of these common structural elements include: 1) Headline – used to grab the attention of journalists and briefly summarize the news. 2) Dateline – contains the release date and usually the originating city of the PR. If the date listed is after the date that the information was actually sent to the media, then the sender is requesting a news embargo, which journalists are under no obligation to honor. 3) Introduction – first paragraph in a PR, that generally gives basic answers to the questions of who, what, when, where and why. 4) Body – further explanation, statistics, background, or other details relevant to the news. 5) Boilerplate – generally a short "about" section, providing independent background on the issuing company, organization, or individual. 6) Close – in North America, traditionally the symbol "-30-" appears after the boilerplate or body and before the media contact information, indicating to media that the release has ended. A more modern equivalent has been the "###" symbol. In other countries, other means of indicating the end of the release may be used, such as the text "ends". 7) Media contact information – name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person.
As the internet has assumed growing prominence in the news cycle, PR writing styles have necessarily evolved. Editors of online newsletters, for instance, often lack the staff to convert traditional PR prose into more readable, print-ready copy. Today's PRs are therefore often written as finished articles which deliver more than just bare facts. A stylish, journalistic format along with perhaps a provocative story line and quotes from principals can help ensure wider distribution among Internet-only publications looking for suitable material. In the traditional distribution model, the business, political campaign, or other entity releasing information to the media hires a publicity agency to write and distribute written information to the newswires. The newswire then disseminates the information as it is received or as investigated by a journalist. An alternative is the self-published PR. In this approach, PRs are either sent directly to local newspapers or to free and paid distribution services. The distribution service then provides the content, as-is, to their media outlets for publication which is usually online. Some public relations firms send out video news releases--VNRs which are pre-taped video programs that can be aired intact by TV stations. Often, the VNRs are aired without the stations' identifying or attributing them as such. TV news viewers can often detect the use of VNRs within television newscasts; for example, many movie-star "interviews" are actually VNRs, taped on a set which is located at the movie studio and decorated with the movie's logo. Another frequent example of VNRs masquerading as news footage is videotapes of particular medical "breakthroughs," that are really produced and distributed by pharmaceutical companies for the purpose of selling new medicines. Video news releases can be in the form of full blown productions costing tens of thousands or even hundreds of thousands. They can also be in the TV news format, or even produced for the web. Recently, many broadcast news outlets have discouraged the use of VNRs. Many stations, citing an already poor public perception, want to increase their credibility. Public relations companies are having a tougher time getting their pre-edited video aired. VNRs can be turned into podcasts then posted onto newswires. Further to this, a story can be kept running longer by engaging "community websites", which are monitored and commented on by many journalists and features writers.
Think of a PR as your ticket to publicity--one that can get your company coverage in publications or on TV and radio stations. Editors and reporters get hundreds of PRs a day. So how can you make yours stand out? First, be sure you have a reason for sending a PR. A grand opening, a new product or a special event are all good reasons. Second, make sure your PR is targeted for the publication or broadcast you're sending it to. The editor of Road & Track is not going to be interested in the baby pacifier you invented. It sounds obvious, but many entrepreneurs make the mistake of sending PRs without considering a publication's audience. Don't embellish or hype the information. Remember, you are not writing the article; you are merely presenting the information and showing why it's relevant to that publication in hopes they'll write about it. Pay close attention to grammar and spelling. Competition is intense, and a PR full of typos is more likely to get tossed aside. Even some of the best writers and editors can make mistakes. Everyone needs their work reviewed. When editing PRs, it’s important to be incredibly thorough and detail-oriented. We are finding these days more and more reporters and editors are publishing content directly from the PR. It’s important the PR can stand alone and tell the full story. When it comes to PR editing, there are three crucial tips: Never skimp on the editing process. Review every piece as if it were the first time you’ve seen the information; Determine when errors may happen in the review cycle, and create a process to avoid slip-ups; Stop and review before you click and send. There are some commonalities in effective PR editing processes: Make the process a team effort; Get people involved from various levels of command; Client correspondence and coordination is key. Depending on the nature of the PR, one employee might write a first draft then circulate it to the team for feedback and incorporate edits before a draft is sent to the client. After drafting a PR, sometimes you are too close to it to notice a small mistake or inconsistency. The PR writer is urged to review the PR several times – printing a hard copy and reading the PR aloud can help catch errors. The PR is then circulated within the account team for feedback and edits. Finally, before sending to the client, a non-team member reviews the PR – this final outsider perspective may catch things other team members may miss. Do note that these above tips given in the last 5 paragraphs are provided only as a guideline and would vary based on the requirement of the project. However even with these instructive steps it is not possible for most people to do a good PR piece like how our expert writers do. This is why you need the help of our writing services company. So why wait? Read below for more details.
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