PR Tools and Techniques Press Release press kits

PR Tools and Techniques Press Release press kits brochures, newsletters and annual reports House magazines

Social media • Increasingly, companies are utilizing interactive social media outlets, such as blogs, Microblogging and social media • traditional tools allowed for only one-way communication, • social media outlets allow the organization to engage in two-way communication, and receive immediate feedback from various stakeholders.

There are two types of Two-way communication • Two-way asymmetrical public relations and • An asymmetrical public relations model is unbalanced. In this model an organization gets feedback from the public and uses it as a basis for attempting to persuade the public to change.

• Two-way symmetrical public relations. • A symmetrical public relations model means that the organization takes the interests of the public into careful consideration and public relations practitioners seek a balance between the interest of their organization and the interest of the public.

• A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks.

The use of press releases is common in the field of public relations (PR). • Typically, the aim is to attract favorable media attention to the PR professional's client and/or provide publicity for products or events marketed by those clients. • A press release provides reporters with an information subsidy containing the basics needed to develop a news story. • Press releases can announce a range of news items, such as scheduled events, personal promotions, awards, new products and services, sales and other financial data, accomplishments, etc. • They are often used in generating a feature story or are sent for the purpose of announcing news conferences, upcoming events or a change in corporation.

• A press statement is information supplied to reporters. This is an official announcement or account of a news story that is specially prepared and issued to newspapers and other news media for them to make known to the public. • Technically, anything deliberately sent to a reporter or media source is considered a press release: it is information released by the act of being sent to the media.

What is a press release? • A press release is pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product. • A press release is a news story prepared by a company/organization well in advance of the time of a special event, for distribution at a press conference or formal meeting, to the media for the purpose of publication through various media units.

• It highlights the achievements of company at a particular time • Or traces its growth and development • Or its present status • It attracts the viewers, listeners, and readers to the special features of the company’s products, services, performance, financial status, and the special activities of its personnel

• No company anticipates that its press release will be published verbatim by any newspaper editor. • All editors look at the press release from the news angle • Editors look for press releases containing news

• Generally, editors will not publish descriptive stories about products, services, or personalities, unless the story carries something new, something of use to the reader • The 1 st lesson for a PR Manager – no publication will carry a press release that has no news interest to its readers, therefore Choose the right medium

Some of these common structural elements include: • • Headline — used to grab the attention of journalists and briefly summarize the news. Dateline — contains the release date and usually the originating city of the press release. If the date listed is after the date that the information was actually sent to the media, then the sender is requesting a news embargo, which journalists are under no obligation to honor. Introduction — first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why. Body — further explanation, statistics, background, or other details relevant to the news. Boilerplate — generally a short "about" section, providing independent background on the issuing company, organization, or individual. Close — in North America, traditionally the symbol "-30 -" appears after the boilerplate or body and before the media contact information, indicating to media that the release has ended. A more modern equivalent has been the "###" symbol. In other countries, other means of indicating the end of the release may be used, such as the text "ends". Media contact information — name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person.

What should be the ideal length of a press release • Usually it should be confined to one or two pages • Not more than 600 words • Additional information can be sent separately in a company Fact Sheet • Along with company brochures if asked for by the editors

On the other hand • If you have enough interesting information to share with the public, do not try to stuff it in a 2 page press release • Instead send the editor a 5 page feature article which he can utilise in a weekend edition

• Publication of your press release depends on the news value, accuracy, immediacy, available space, conciseness and precision.

Things to be careful about the press release • Do not attach a personal letter with the press release. A follow up telephone is better. No need for a cover letter • But on the press release itself print “ for immediate release”. If there is an embargo, mention that “for release on…” • There is no right format for a press release, but always put the most important things first.

• Write in the journalistic style – no personal opinions or scintillating adjectives • Always computer printed in double space • Never send hand written press releases. Grammatical errors are unpardonable. They create a negative image about your organization • If photocopied, must be sharp crisp and uncreased

• Send photographs with the press release if the newspaper wants it • Otherwise send them seprately without folding or creasing • Check with the editor what kind of photographs will be prefered • Choose them with care and discretion • Usually include a postscript in the press release, ‘colour photographs available’, if they are available

the Internet has assumed growing prominence in the news cycle, press release writing styles have necessarily evolved. [5] Editors of online newsletters, for instance, often lack the staff to convert traditional press release prose into more readable, print-ready copy. Today's press releases are therefore often written as finished articles which deliver more than just bare facts. A stylish, journalistic format along with perhaps a provocative story line and quotes from principals can help ensure wider distribution among Internet-only publications looking for suitable material.

House Magazines • Part of internal PR • The editor is usually the PR manager of the company • News about the company’s major activities and customer relations • News about the staff, including personal news • Special articles by managers & staff, dealing with some aspect of company performance that is of use to all the personnel.

Speech writing • Speeches are another PR tool of senior co. executives • Many articles do not get published • Speeches come to the rescue • Can be for a live audience or an unknown public like listeners of a radio channel

• Short speeches lasting for 15 -20 min are ideal • Some people write very well but cannot speak well • A speaker has to have some certain special qualities: • A pleasant voice not a squeaky one • Do not speak fast • Make a list of points to stress

• Begin with appropriate salutation – ladies & gentlemen • State the purpose of your speech • Come to the main point of your speech • Say something about sports – what the company intends to do for encouraging games and sports • Reach the final stage – wish award winners

• Wind up your speech in one or two sentences that indicate to the audience that you are concluding • In the beginning, middle or end, season your speech with one or 2 anecdotes easily enjoyed by your listeners. • Do not laugh at your own jokes!

• Most speeches are given by an executive to win the understanding and appreciation of the audience, to inspire, to felicitate, to entertain, to instruct, to edify, to persuade, to congratulate or to condole • Know the audience • Open a speech with a fit anecdote. Humorous anecdotes must be appropriate to the occasion and the audience

Do not try to cover too much Cover they essentials – the key points Too much statistics can be boring Use the conversational tone Listeners like simple words and short sentences Should not sound like a memorandum or thesis It should attract attention, create interest and desire to hear more • Credible and motivating enough for people to remember certain points for further action • • •

• • Use the AIDCA formula Attention Interest Desire Credibility Action Above all – cast your eyes on the audience

Annual Reports • Along with chairman’s speech, & special lectures delivered by prominent speakers are sent to opinion leaders and outstanding citizens to gain their support and goodwill • All these efforts have one primary objective – to influence the attitudes and change opinions about the company’s products and services. • Rather slow in achieving perceptible results quickly, they are sure to achieve the desired results in course of time

Collaborations with publications • Some makers of organic goods publish wellproduced, illustrated booklets/pamphlets on various dishes prepared from organic vegetables, soups and desserts. • Sometimes prepared in collaboration with restaurant chains, eateries, specializing in organic food items • Similarly, medical and pharmaceutical companies collaborate with drug manufacturers, hospitals etc. to print brochures & illustrated pamphlets to be commonly used

Special Events • • Organizing media events Involving anniversaries of organizations Openings of new programs Sponsored performances Donations of money Dedications of new facilities Or similar ceremonies