Press Release Writing Tactics: 2014 Update презентация

examples with tactical highlights
Extreme press release makeover!
Q&A

with small screens in mind?

Useful for journalists who are developing content their audiences (who are also demonstrating these characteristics?)

numbers indicate.

online visibility.

iAcquire

spouses and the Internet’s cutest kittens baby animals for attention. [But we are consuming more digital media throughout the day, so you have a better shot at getting our attention.] 2. Content that isn’t read won’t have a shot at conveying branding or building awareness. 3. Social media popularity dictates a lot of what we see.

Timelines

headline, great CEO quote & lots of visuals.

your story
Good visuals can drive news coverage
Fuel social sharing
Increase visibility on search engines & social networks
Find audiences where text alone cannot (Pinterest, YouTube, Instagram)

CNN ran b-roll from CVS on its web site.

leads. You just have to pay attention.

invite interaction

promote blog posts published
on Beyond PR
(http://blog.prnewswire.com.)

The objective: Develop a better understanding of how links functioned in press releases.

Method: One unique, trackable URL was embedded in the second or third paragraphs of the press releases.

Here are the results.

1,500 clicks on the trackable URLs embedded in each. These are new readers we otherwise would not have reached.

with an interesting statement, not boilerplate.

Bold font and provocative section heads draw readers’ eyes in, and build more attention.

Restrained use of links directs readers to a specific call to action.

the subhead) are moved to the bottom of the release. The higher-value real-estate at the top of the message is solely devoted to gaining and keeping reader interest.

Nielsen Norman Group

content to fit the path your readers’ eyes naturally take as they scan a page.

(Not that any other thought popped into your heads. Certainly not.)

e.g. driving traffic to a web site, getting people to register, or inspiring media coverage.

news releases you write …. and be sure the answer is “To gain and keep reader attention and direct them toward a specific action.”

a target publication.

Write a headline that is interesting enough to tweet.

Is Chip and Pin the Answer to Retail Security? SecureState Offers Advice for Industry

After Massive Target and Neiman Marcus Breaches, Retailers Look to Tech to Solve their Woes

CLEVELAND, Jan. 16, 2014 /PRNewswire/ -- In the days following news that Target's compromise was much larger than originally reported, affecting 110 million customers opposed to 70 million, retailer Neiman Marcus announced that they too were hacked. What followed was a rash of security and retail experts offering up chip and pin technology as a solution to this problem.

company home page in the first sentence. Employ links strategically. Links should not dilute the reader’s attention away from the message’s mission. Never ever ever link to the same URL more than once within your message. Never.

Links are a reader service, not an SEO trick or means to drive traffic to a web site.

could slow down your reader between the headline and the action you want.
Dump the speed bump! Keep boilerplate where it belongs!
Use bold text to highlight and set off paragraph heads within the message. Be sure the paragraph heads call attention to specific, interesting information.
Tip: use them to highlight different topic angles or facts.
Another tip: envision them as tweets.
Use bullet points or a numbered list to highlight related tips, facts, etc. and to break up endless blocks of text.
Embed a link to a video or other interesting asset two/thirds of the way down (after your original call to action) to refresh reader interest if it’s flagging, and to provide more relevant information.