Presentation by Danielle Davis, PR Manager, IPA at the Creative Pioneers Challenge Can-Start Optimiser Workshops on 5th November 2012 at the IPA.

1. How to write for
the media
Danielle Davies, IPA PR Manager
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

2. What I will cover…
 Planning process for writing a press release/getting PR.
 What makes it ‘newsworthy’.
 How to write an effective press release.
 What if its not newsworthy/other vehicles for self-promotion.
 Building relationships with journalists.
 Maximising SEO in press releases/copy for the web.
 Email marketing.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

3. Planning process
for writing press
releases/getting
PR
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

4. Planning process for
writing a press release
 What is your objective?
 What is your key message?
 Who is your audience ?
- and what is their level of knowledge?
- and what action/reaction do you want to get from them?
 What publications do you want to appear in?
 Who are your key spokesmen?
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

5. What makes it
newsworthy?
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

6. What makes something
‘newsworthy’
 What is new or different about it?
 Why is it relevant?
 Have you got ‘evidence’ to back it up i .e stats, case studies?
 How topical is it?
 Is there a human factor i.e personal experience or stories are
powerful .
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

7. What makes something
‘newsworthy’
Ask yourself is it one of the following:
 The last or first.
 Revolutionary.
 Immediate or imminent.
 Controversial (journalists love bad news and anything out of the
ordinary.)
 The biggest/highest/best.
 Historic - can it be compared.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

8. What do journalists
want…
Quite simply journalists want a story that tells their audience
either something new or something that will impact upon their
lives.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

9. How to write an
effective press
release
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

10. Writing an effective press
release
Structuring it :
 Think of an inverted pyramid - start with the impact and then
work backwards giving context.
 Remember before you start…think of your audience and your
main message to them - what reaction do you want to get from
them.?
 From this you create the headline which then sets the tone and
content for the press release.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

11. Writing an effective press
release
Structuring it
 The headline and the first paragraph are the most crucial things
in your press release.
 Its about launching with key information, getting straight to the
point with the conclusion first to get the light bulb response.
 It is about grabbing their attention straightaway this is your
chance to ‘pitch’.
 You are not building drama like in conventional storytelling.
 If the reader doesn’t have it in the lead they won’t get to it.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

12. Writing an effective press
release
Structuring it
 The second paragraph can continue with the impact if needed
but the rest of the press release must then go into more depth
on additional detail or background information you want to get
across.
 Provide a quote from your key spokesmen .This reinforces your
key message as set out by your headline and first paragraph.
 Quotes are usually at the end. Or following your first or second
paragraph. Whatever fits best.
 One quote is best, no more than two.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

13. But keep your press release as brief as possible - one page is
ideal. Exceptions are when a very technical offering which
requires explanation or an in-depth report.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

14. Writing an effective press
release
General rules:
 Relaxed writing style - as if you were summarising it to a friend
whilst chatting at the pub .
 But keep it factual, you are providing information not opinion.
 Your quote from your key spokesman is the only opportunity
for you to give your opinion.
 Always include your company website as a further means for
promotion and to encourage backlinks (builds search ranking.)
 Always include your twitter feed to build up followers.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

15. Writing an effective press
release
General rules:
 Always assume your target journalist is time poor and not
interested.
 Make it clear and easy to read.
 Always print it off and proof read to avoid spelling mistakes/
grammatical errors.
 Make a journalist’s job as easy as possible by providing all the
contact numbers on the press release and in a prominent
position.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

16. When it’s not
newsworthy
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

17. What if it’s not newsworthy
There are other ways to make yourself visible.
 Being ‘proactively reactive’ or ‘piggybacking’…
- send a letter in to a publication in response to another story
you’ve read linking it back to your offering.
- provide comment on online news stories,
- be active on Twitter and LinkedIn.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

18. What if it’s not newsworthy
There are other ways to make yourself visible.
 Offer yourself up as an ‘expert’ who is available for comment.
Journalists have very short lead times so will use you again and
again if you a reliable and quick to come back to them.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

19. What if it’s not newsworthy
There are other ways to promote your brand…
 Create a blog or add comment to others’.
 A profile piece on you and your business - think of your ‘hook’
to sell-in to a journalist– again what are you doing that is new or
different?
 Writing an opinion piece around a theme linked to your
industry.
 An in-depth feature typically 2-3 pages – again think of a key
theme - journalists are always on the look out for help with new
story ideas.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

20. Building
relationships
with journalists
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

21. Building up relationships with
journalists
Make yourself known to them…
 Follow journalists from your target publications on twitter.
 Send them a congratulatory email saying how much you
enjoyed their latest article and why. If they respond tell them
you’d love to help with any stories they have coming up in your
area of specialism and send them a brief biog. Call them up on a
regular basis to remind them you are available.
 Invite them to any launches you have.
 Offer to take them out for lunch.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

22. Maximising SEO
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

23. Maximising SEO
 Promotional copy for the web - the same rules apply as for
writing a press release i.e start with the impact and work
backwards.
 Old school thinking – put keywords everywhere in a piece of
copy and so a balancing act between writing good copy and
maximizing SEO.
 However Google has got smarter, using a complex algorithm to
search the web for quality content.
 Repeating same word or phrase over and over will now put
Google off.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

24. Maximising SEO
 Google now likes natural humanised language and good
compelling copy.
 Repeat key phrases or words but only up to 5% of a page of
content.
 Phrases are better than words - decide on one or two
maximum- think how people search which is not in single
words. (But if single words must be strong and relevant.)
 Be specific with key phrase to create standout e.g Creative
Pioneers Challenge rather than creative challenge.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

25. Maximising SEO
 Use your key phrases in page titles, headings and subheadings.
 Key phrases should be as far forward in the copy as possible i.e
headline/headings/first paragraph for Google to deem this
relevant.
 Always imagine you are writing for a mobile device where the
heading and first paragraph are key.
 Break text up into subheadings. Keep paragraphs short and
copy punchy.
 It is all about not making the user work too hard.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

26. Maximising SEO
 Send your press release to online databases specialising in
‘EPRs’ (electronic press releases) such as http://www.i-
newswire.com or http://www.prnewswire.co.uk which will
encourage backlinks crucial for SEO.
 Include links in your copy to other specific pages on your
website rather than linking out. This will further help your site
ranking.
 Avoid ‘click here’ rename it with a key phrase.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

27. Maximising SEO
 Tag all images and links to pages. ALT tags for images i.e when
you mouse over an image there is helpful text explaining what it
is, include ‘TITLE’ tags for links.
 Ultimately Google only wants to link to good copy relevant to
the search term.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

28. Email marketing
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

29. Email marketing
The same rules apply…
 The headline is critical.
 Followed by the first paragraph.
 Imagine you are writing for a mobile device - keep it as concise
and punchy as possible.
 Your audience is time poor.
 Avoid making the reader work too hard.
 Avoid Monday and Friday for sending out email alerts.
 Most optimal time is 11am or 3pm.
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012

30. How to write for
the media
Creative Pioneers Can-Start Optimiser Workshops
5th November 2012