1. DA010 - Professional Diploma in Public Relations - COMM6024EP
Media Relations and New Media
Technology (2011/10)
Lecture 5
Press release is not a PR strategy
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only

2. Table of Content
• Proper presentation of Press Releases
• Before and after issuing the press
releases
• Misconceptions of press releases’
effectiveness
• Elements in a PR plan

3. Class:
Class:
•• Which 4 questions
Which 4 questions
you should ask
you should ask
yourself when writing
yourself when writing
a press release?
a press release?

4. Why standardized format?
• Journalist receive so many press releases
a day. They have set standards and
expectations that you must conform to.
• If your press release is printed ‘as is’,
without changing even one word, then you
know you have conformed to the
journalistic standards of that particular
medium.

5. Checklist
• Company Letterhead, Name, Address, Phone Number,
Web Address
• PRESS RELEASE in all caps
• Contact Person’s Name
• Immediate Release or Release Date(all caps)
• HEADLINE or TITLE in BOLD/CAPS
• BODY-Date/City-who,what,when,where and why.
• Catchy text
• Sum it up…
• Basic Font, Double Spaced, Page Numbers, and End
• Action Plan/Calendar

6. Press Release Writing Tip # 1: Keep It
Short.
It is best to keep a press release short and to
the point. Most are about 500 words,
which gives you enough room to write
everything necessary.

7. Press Release Writing Tip # 2: Write It
Yourself.
It is not that difficult to write press releases.
You can outsource it to an agency, but it’s
you who have to feel comfortable with the
way it’s written before it’s released to the
media.

8. Press Release Writing Tip # 3: Write A
Captivating Headline.
The headline should be a grabber that makes
the reader want more. It should be bolded
and the font used should be bigger than
the body.
Remember to use the keywords that you
want the search engines to pick up right in
the title, while keeping the spark in it.

9. Press Release Writing Tip # 4: Get The
Reader Hooked.
You have one or two sentences to get the reader
hooked and reading the rest of the press release,
or you will lose him.
Heavy use of adjectives and a sales tone will turn
off any reader that is looking for newsworthy
information about the topic, but try to insert
your keywords strategically throughout the
article.

10. Press Release Writing Tip # 5: Keep The
Sales Out Of It.
Make sure that the press release doesn't
come across as a sales pitch. It must be
written as a news story. It can contain a
link to a site that has been set up to market
a product, but the release itself cannot have
a sales tone to it.

11. Press Release Writing Tip # 6: Use
Factual Statements.
In order to retain credibility, you must
include factual statements that can be
verified. Reporters look for these
statements in a press release.

12. Press Release Writing Tip # 7: Make It Stand
Out.
Writing a press release does not have to
mean that it is completely boring. Look at
what you have to present, and then think
about it from different angles. What can
you add to this press release that will make
it shine above the rest and be picked by
major news sources?

13. Class Discussion
• Writing press release is a technical skill
• What’s more important is the management
decision in wanting to issue a press
release.
• What should go on the minds of the PR
practitioner before, and after issue the
release?

14. Let’s take MTR as an example

15. Before writing a press release
• What should be your consideration?
• What should you prepare?
• What’s your objectives?
• What resources do you need?
• What facts do you need to check?
• How do you sign off the release?

16. After the press release
• What do you do with it?
• What kind of follow up?
• How do you prepare for media enquiry?
• How to prepare your media
spokespersons if case of interview
requests?
• How to capture media reporting?
• How to measure effectiveness against
your objectives?

17. Misconceptions of press releases
• Writing a press release is not part of a PR
strategy. It is only one of the many tools in
communicating your corporate news to the
media.
• Simply issuing a press release is not the
answer to your publicity problem. In fact, if
you only issue a release incorrectly or
without any follow-up, you will bring more
damages than good to your company.

18. Common complaints of PR
• It’s too expensive
– Yes, it can be, but it can also be very
inexpensive (if not free of charge). Let’s look
at where is the biggest cost.
• Writing the release?
• Distributing the release?
• Following up with media?
• Can you do it yourself?
• How difficult is it?

19. Common complaints of PR
• No one covered my story
– Yes, most releases are not covered by media,
but let’s look at why.
• Did the release carry any news worthy information?
• Was the release written in the right format?
• Did the release reach the right journalists?
• How did you plan your release

20. Elements in a PR plan
• Media
•Special Events
• Press Kits (Print and Electronic)
•Trade Shows
• Develop Media Lists
•Speech Writing
• Press Releases
•Photography
• Announcements
•Audio Tapes
• Feature story releases
•Internet Monitoring
• Webcasts
•Community Meetings
• Media Training
•Specialized Fact Sheets
• Becoming a source
•Quarterly Newsletters
• Letters to the Editor
•Annual Reports
• Press conferences
•Community Calendar Listings
• Media tours
•PR Campaign Measurement
• Press Clipping Services
•Crisis Management
• Writing a Column