Presentation on the How-To Guide for Press Releases

1. The Leadership
Institute
Effective Press
Releases
Don Irvine
Chairman
Accuracy in Media

2. Accuracy in Media
Founded in 1969 by Reed Irvine, AIM is America’s
original news media watchdog to promote
accuracy, fairness and balance in news reporting.
 AIM exposes politically motivated media bias,
teaches consumers to think critically about news
sources and holds the mainstream press
accountable for its misreporting.
 It is a non-profit, grassroots citizens watchdog of
the news media that sets the record straight on
important issues that have received slanted
coverage.

3. Knowing the News Cycle
Yesterday vs. Today
Decades ago, the news cycle ran 9am-5pm, and centered
around the Evening News.
Today, we live in a 24-hour news cycle driven by social media.
 Just because we have access to 24-hour news, doesn’t mean
you should release news anytime!
 Ideal Release Times: Tuesday through Thursday, 10:00 am to 2:00 pm.
 Be aware of your target audience, target community, &
target industry.
 The more time-sensitive a story is, the more you should lean
toward social media, online outlets, radio, & TV, which are
designed to break news faster than newspapers.

4. Knowing the News Cycle:
Social Media
 Posting your release to social media sites is equally as
important as sending it to journalists.
 Become familiar with these platforms and be able to post
releases so that your information is dispersed quickly.
 Social media allows a larger audience to view your
release, and disseminates the information more quickly
than traditional email.

5. Knowing the News Cycle
Example: Washington, DC
 People usually work 9-5 and work in several
industries: Capitol Hill, non-profits, think tanks,
government and contractors.
 Cater your content and posting your content
according to THEIR work schedules.
 The best time for SOCIAL MEDIA content? Between
7am & 7pm, when people are avidly checking
social media outlets.
 This information differs from standard press
release delivery via email!

6. Top 10 Tips for Writing an
Effective Press Release
1 – Grab Attention with a Good Headline
Bad Examples:
Good Examples:
NEW WEBSITE THAT OFFERS
TEENS: ULTRA-THIN MOVIE, POP
HERBAL WEIGHT LOSS PROGRAMS
STARS SET BAD EXAMPLE
LETS TEENS SPEAK OUT ABOUT
WEIGHT ISSUES
COMPANY X RELEASES LIFE
SAVING NEW MEDICINE
COMPANY X’s NEW CANCER
MEDICINE GUARANTEES TO
INCREASE
SURVIVAL RATE

7. Top 10 Tips for Writing an
Effective Press Release
2 – Get Right to the Point in the First Paragraph
Who is this news release about?
What has happened that is newsworthy?
Where did the newsworthy event take place?
When did this happen?
How is this newsworthy? and
Why should readers care?
News outlets will never discuss the entire press release –
Make each sentence count!

8. Top 10 Tips for Writing an
Effective Press Release
3 – Be Sure Your Information Is Accurate!
Example: CNN and Boston Bombers
 Release issued reporting that the bombing
suspects had been identified and arrested.
 This was later discovered to be false,
and it was widely acknowledge that
CNN initially spread this false
information.
 Mistake gave CNN another black eye,
similar to when it reported a U.S. health
care law was overturned

9. Top 10 Tips for Writing an
Effective Press Release
Example: CNN and Boston Bombers
 Results: CNN lost credibility, and was the laughing
stock of the news-reporting community… Even
made fun of by late-night comedy television!
 Lesson: Make sure your information is accurate
before you make it public!

10. Top 10 Tips for Writing an
Effective Press Release
4 – Include Hard Numbers
Provide evidence to back up your argument!
5 – Make Sure it is Grammatically Correct
Proofread, Proofread, Proofread!
6 – Include Quotes Whenever Possible
People love quotes! It humanizes your
announcement, and provides an added source
of information.

11. Top 10 Tips for Writing an
Effective Press Release
7 – Include Contact Information
In order for a reporter to quickly follow up,
make it easy to find, and be sure it is
accurate!
8 – One Page is Best… Two is the Maximum!
Condense your information into a more readable
format – Something journalists are always looking
for. Too much information means they are likely not
to read it at all.

12. Top 10 Tips for Writing an
Effective Press Release
9 – Provide Access to More Information
Provide links to:
 Website
 Organization’s Accomplishments
 Social Media Accounts
10 – Never, Ever Email Attachments!
 Attachments = SPAM folder
 Consider including an outline of release in the
body of your email, to help them filter through
the information you’ve included.

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20. Press Release Distribution Tips
 Craft each release to target a specific media outlet and
send it to the specific reporter who covers that beat.
 “IMMEDIATE RELEASE” vs. “EMBARGOED RELEASE”
 If the press release is for immediate release, you may write
"IMMEDIATE RELEASE" in all capitals on the left margin, directly
above the headline. If you want the information to be
released later, put "EMBARGOED UNTIL..." with the date you
want the story released. A release with no release date is
presumed to be for immediate release.
 Don’t choose your headline until you’ve written your
release! Make it catchy and interesting.
 Use your headline as the subject line of your email or title
of your post.
 Include a "call to action" to encourage distribution!

21. PR Newswire Example

22. More Information
http://www.reuters.com/article/2013/03/08/idUS42915859
8220130308
http://www.marketingdonut.co.uk/marketing/pr/writinga-press-release/a-complete-guide-to-writing-an-effectivepress-release
http://www.wikihow.com/Write-a-Press-Release
http://www.prbuzz.com/writing-help/27160-press-releasewriting.html

23. For a Copy of this PowerPoint Presentation….
Go to SlideShare at:
http://www.slideshare.net/SpencerIrvine/newsfeed

24. Contact Me!
Facebook: Donald Irvine
Twitter: @donirvine
LinkedIn: Donald Irvine

25. Connect With Us!
Accuracy in Media
4350 East West Highway
Suite 555
Bethesda, MD 20814
(202) 364-4401
info@aim.org
www.aim.org