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The 13 Worst Mistakes Everyone Makes When Writing a News Release

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“I’d love to read your news release.” Said no one ever.

Why is the news release — a staple of the PR industry — so unloved? Hint: It’s not the sin. It’s the sinner.

That is, there’s nothing wrong with the document per se. It’s the way we’re using it.

Why does no one share your releases through social media? Why do they generate so little pick-up by the press? Why do your own eyes glaze over them?

This is why.

I’ll buy you a beer if you aren’t making at least one of these 13 mistakes.

Veröffentlicht in: Marketing, Präsentationen & Vorträge
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The 13 Worst Mistakes Everyone Makes When Writing a News Release

  1. 1. The 14 Worst Mistakes You’re Making With News Releases
  2. 2. vs.
  3. 3. press release vs. news release 01
  4. 4. “Press” “News” Audience Reporters
  5. 5. “Press” “New”s Audience Reporters Public
  6. 6. “Press” “News” Audience Reporters Public Goal Media Coverage
  7. 7. “Press” “News” Audience Reporters Public Goal Media Coverage Media Coverage and Search Engine Optimization
  8. 8. contacts 02
  9. 9. this? Ernie Knewitz (732) 524-6623 (917) 697-2318 (M) Amy Jo Meyer (732) 524-6678 (908) 616 6250 (M) or this? For Interviews With Alex Gorsky Ernie Knewitz (732) 524-6623 (917) 697-2318 (M) For Everything Else Amy Jo Meyer (732) 524-6678 (908) 616 6250 (M)
  10. 10. headline 03
  11. 11. bad New Study Ranks Top U.S. Cities for Bedbug Infestations better These Are the Cities With the Most Bed Bugs best Chicago Tops List of Bed-Bug Cities for 3rd Year in a Row
  12. 12. this Nathan’s Applauds FDA Findings on Hot Dogs or this? Nathan’s Identifies 5 Ways the FDA Just Made Humanity Healthier
  13. 13. this New ACLU Report Reveals That FBI Uses Malware for Surveillance or this? The FBI Can Secretly Turn on Your Laptop Camera Without Turning on the Indicator Light
  14. 14. subheadline 04
  15. 15. Guess What? So what?
  16. 16. Nascar Now Partners With 1 in Every 4 Companies in the Fortune 500 For the third year in a row, corporate sponsorships continue to grow.
  17. 17. business Last project of outgoing CEO, Stan Russell tech First tool built at new all-robot plant in Oregon
  18. 18. facts 05
  19. 19. this? The Constitution permits eminent domain only under certain conditions. For example, there must be just compensation, and the property must be put to public, rather than private, use. or this? The Constitution permits eminent domain only under certain conditions. For example, there must be just compensation, and the property must be put to public, rather than private, use. Of the 189 cases of eminent domain last year, courts found that 160 failed to meet these criteria. The worst abuses occurred in six states: Connecticut, Florida, Illinois, Kansas, Nevada, and New York.
  20. 20. this? Today, the House Oversight Committee will vote on reauthorization of the SOAR Act. Among other things, SOAR would give scholarships to under- privileged kids in Washington, DC, so they can attend the private school of their choice. or this? Today, the House Oversight Committee will vote on reauthorization of the SOAR Act. Among other things, SOAR would give scholarships to under- privileged kids in Washington, DC, so they can attend the private school of their choice. The numbers paint a dire picture. In 2016, 2,349 students applied for 234 SOAR scholarships. Meanwhile, a staggering 20,880 students remain on waiting lists for local private schools.
  21. 21. links 06
  22. 22. this? Christine M. McCarthy has been named Senior Executive Vice President and Chief Financial Officer and Kevin Mayer has been named Senior Executive Vice President and Chief Strategy Officer of the Walt Disney Company, effective immediately, it was announced today by Robert A. Iger, Chairman and Chief Executive Officer. or this? Christine M. McCarthy has been named Senior Executive Vice President and Chief Financial Officer and Kevin Mayer has been named Senior Executive Vice President and Chief Strategy Officer of the Walt Disney Company, effective immediately, it was announced today by Robert A. Iger, Chairman and Chief Executive Officer.
  23. 23. this? Apple today previewed iOS 11, a major update to the world’s most advanced mobile operating system, bringing new experiences and hundreds of features to iPhone and iPad this fall. iOS 11 is the biggest software release ever for iPad, with powerful multitasking features, the Files app and more ways to use Apple Pencil. or this? Apple today previewed iOS 11, a major update to the world’s most advanced mobile operating system, bringing new experiences and hundreds of features to iPhone and iPad this fall. iOS 11 is the biggest software release ever for iPad, with powerful multitasking features, the Files app and more ways to use Apple Pencil.
  24. 24. or this? Verizon will offer the all-new 10.5- inch iPad Pro and new 12.9-inch iPad Pro, featuring an advanced display with ProMotion technol- ogy and incredible performance with the new A10X Fusion chip. The new 10.5-inch model reduces the borders by nearly 40% to fit into an incredibly compact package that still weighs just one pound.
  25. 25. quotes 07
  26. 26. this? “In 2014 we launched T Brand Studio with a small team that focused on creating branded content at a level of quality people expect from the New York Times. That talented team of designers, writers, producers, developers and strategists has grown four-fold in the last year, and we’re excited to bring our market-leading expertise to international advertisers.” or this? “Last year, we were a risky experiment. Today, we’re an indispensable — and soon international — moneymaker.”
  27. 27. this? “If your cat doesn’t fall head over paws in love with our new food, chances are, he may be a dog,” said Feline Fancy Foundation President Kitty Meow. or this? “If your cat doesn’t fall head over paws in love with our new food, chances are, he may be a dog,” said Kitty Meow, president of the Feline Fancy Foundation.
  28. 28. this? “If your cat doesn’t fall head over paws in love with our new food, chances are, he may be a dog,” said Feline Fancy Foundation President Kitty Meow. or this? “If your cat doesn’t fall head over paws in love with our new food, chances are, he may be a dog,” said Kitty Meow, president of the Feline Fancy Foundation.
  29. 29. visuals 08
  30. 30. this? There are some things you just can’t get out of your head. A pop song, a line from a movie… a spicy chicken sandwich? When it comes to crave-ability, Wendy’s Spicy Chicken Sandwich always hits the spot. or this? There are some things you just can’t get out of your head. A pop song, a line from a movie… a spicy chicken sandwich? When it comes to crave-ability, Wendy’s Spicy Chicken Sandwich always hits the spot.
  31. 31. or this?this?
  32. 32. this? The U.S. Chamber of Commerce today launched a $5 million ad blitz in dozens of congressional districts across the country to support reauthorization of the Export-Import Bank. The ads can be viewed here. or this? The U.S. Chamber of Commerce today launched a $5 million ad blitz in dozens of congressional districts across the country to support reauthorization of the Export-Import Bank.
  33. 33. this? Vice Media today announced that it raised a new round of funding, in the amount of $500 million, in a deal that values the youth digital media brand at $2.5 billion. To put this eye-popping number in context, in March, Business Insider secured $12 million, at a $100 million valuation, while in November Vox raked in $46.5 million, for a valuation of $380 million. or this? Vice Media today announced that it raised a new round of funding, in the amount of $500 million, in a deal that values the youth digital media brand at $2.5 billion. Here’s how Vice stacks up against other publishers:
  34. 34. recap 09
  35. 35. this? Our 2017 Q2 earnings call will take place on July 1, 2017, from 10 AM - 11 AM EST, at http://exxon.com/media/2017/Q2. or this? Date July 1, 2017 Time 10 AM – 11 AM EST Webpage http://exxon.com/media/2017/Q2
  36. 36. this? Join us for Clarendon Day on September 23, 2017, from 11 am – 6 pm, from Liberty Tavern to Pete’s New-Haven-Style Apizza. For more information, please visit http://clarendon.org/clarendon-day/. or this? Date September 23, 2017 Time 11 am – 6 pm Location From Liberty Tavern to Pete’s New-Haven-Style Apizza Website http://clarendon.org/clarendon-day/
  37. 37. the end 10
  38. 38. ### or -30-
  39. 39. ### or -30-
  40. 40. social media 11
  41. 41. Michael Irvin & Jerry Rice Named 2016 Pro Bowl Legends Captains We just named these two Hall of Famers the legends captions for the 2016 Pro Bowl. (Hint: they’re both wide receivers.) Congratulations to @michaelirvin88 and @JerryRice, the 2016 Pro Bowl Legends Captains!
  42. 42. pdf 12
  43. 43. Index
  44. 44. Index Share
  45. 45. ReadIndex Share
  46. 46. tracking 13
  47. 47. blog post 14
  48. 48. this? Bloomberg LP and Michael R. Bloomberg, its founder and majority shareholder, announced today that Daniel L. Doctoroff will be stepping aside from his role as President and Chief Executive Officer of the company effective at the end of this year. Bloomberg LP will not name a replacement, but rather will again be led by Mr. Bloomberg with support from the existing leadership team. or this? A little less than seven years ago, Mike Bloomberg bestowed on me the greatest honor possible: he entrusted me with his company. It is with great pride that I now turn it back to him. At the end of this year, I will step aside as the President and CEO of Bloomberg LP and Mike will once again assume the helm of the company.
  49. 49. this? ServInt, a pioneering provider of managed cloud hosting for enterprises worldwide, today introduced its new line of fully managed, dedicated servers under the Flex brand. The new Flex Private servers — named Flex Express, Flex Pro, and Flex Enterprise — feature some of the most powerful processors available, at price points that offer an extremely favorable performance-per-dollar value. or this? Earlier today, ServInt announced its latest line of dedicated server products. Although we’ve upgraded some core components over the last two years, those changes weren’t profound enough to justify too much fanfare. Instead, we wanted to wait for a major revision to the entire server line — and it’s finally here!
  50. 50. QUICK RECAP
  51. 51. @jrick jonathanrick.com/ newsletter jonathanrick.com/ presentations

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