February 16, 2009
A corker on the pros and cons of PR Stunts today, thanks largely to the story here about the changing of name by Deed Poll, of larger-than-life wife of Neil Hamilton, the fearsome Christine Hamilton.
As a PR stunt, Hamilton has changed her name to Mrs British Battleaxe.
Apparently, it has been an exercise in promoting the services of the Legal Deed Service and Hamilton will obviously be collecting a hefty cheque for her action-based action for them. The whole PR stunt is broadcast by Hamilton on YouTube for the ‘delights’ of any audience willing to view it.
Ok, so in terms of PR stunts, it has worked – Hamilton and the story have made widespread News coverage and the column inches will undoubtedly be demonstrated with pride by the PR Team working on behalf of the Legal Deed Service. But it does raise a wider question around the subject of PR, stunts, and where to draw the line.
It’s all centred around the prospective audience – whether that is a business or consumer audience: this dictates and controls the tone, style, delivery and messaging behind the PR stunt. And it determines the relative success or otherwise of any stunt planned.
PR stunts are usually, by their very elaborate nature, quite expensive, short-lived, and success is based either on something totally incredible visually, as is highlighted and explained in greater detail here.
If you have budget and a viable audience to receive a PR stunt, think carefully before proceeding: the effects of a poorly-executed and ill-advised stunt can bite your behind, for years to come – as demonstrated here.
As for Christine Hamilton – somebody speak to her Agent. Quickly.
For a truly inspired PR stunt, one of the best examples is this one – have a peek. This one made me smile anyway.
February 12, 2009
Great article here from Walter Isaacson on the pros and cons (mainly cons, as he sees it) of publishers providing free quality journalism content online, and how this has contributed to the continuing woes of newspapers.
The main issue, of course, has been the drip drip drip of editorial job losses, and this is something which will not be resolved during the current economic conditions: as long as fear exists, publishing executives will, it seems, continue to cut journalistic jobs and hope the sales teams shape up. What happens? We know the actual result.
One of Isaacson’s comments goe:
“This is not a business model that makes sense. Perhaps it appeared to when Web advertising was booming and every half-sentient publisher could pretend to be among the clan who “got it” by chanting the mantra that the ad-supported Web was ‘the future’. But when Web advertising declined in the fourth quarter of 2008, free felt like the future of journalism only in the sense that a steep cliff is the future for a herd of lemmings.”
Isaacson also points out, and rightly so, that the free content business model relies solely on advertising to generate revenues, whereas traditional newspaper income streams derive from ads, subscriptions and news-stand sales – at least increasing potential earnings from two other sources. Crucial at the moment!
If saving your newspaper became a battle to save a sales Team, perhaps the Executives would take the business models a bit more seriously. It seems that journalists are a liability because they do not directly add cash onto the weekly and monthly sales targets.
Can’t we look at the bigger picture and see the inherent value of editorial content before more newspapers sink?
February 5, 2009
The aim here is simple – to give you a winning formula to create attention-grabbing press releases. So you can create a new press release from a proven template, and gain publication – hopefully every time you submit the editorial to a Press contact.
According to many in PR, writing a press release for media consumption is filled with little-known nuances, subtle twists and turns, a special language understood by the press and PRs only, and a myriad of other ‘rules’ to gain entry into the privileged position of gaining publication.
This, basically, is not the case. Writing a winning press release is not a secret formula, part of a Dark Art, or rocket science. It is a straightforward process.
Obviously, a PR Consultant or Agency wants you to think this. They don’t want you to have the skills to write your own highly-effective, relevant, newsworthy editorial items, because then they wouldn’t be hired to do it for you. Simple.
But the truth is, a press release is only a news-conveyance tool. It informs and educates. It inspires debate, attention, confidence in a company or individual. It also, conveniently, raises profile and passes on key messages. And sales.
So, let’s get you on the road to creating a prefect press release. Remember, it is not rocket science – but there are a few basics you’ll need to implement.
First things first:
There are five basic ingredients which will make up your press release, namely
* Angle – what is the main thrust of the news in the editorial
* Unique – you will have something unique, different or interesting to say
* Relevance – you News will be highly relevant to the readership
* Value – your news will add value to the publication’s content
* Timeliness – the editorial will be timely, contemporary and factual
These five key ingredients are worth looking at in a bit more detail, to fully understand how crucial each one is in gaining publication time after time.
* Angle – the thrust, or storyline, of your press release is the driving force and main ‘hook & hold’ for the media. Your angle, therefore, needs to be focused, based on a News item in your business, and with no superfluous details.
* Unique – your press release must convey news that is different, unique and interesting. To put is plainly, it must tell the readership something useful which will enrich their lives. And this doesn’t just mean try to flog them something.
* Relevance – to be truly relevant to a publication, you need to be able to offer the readership a product, service, opinion or similar which is of benefit and use to them in their everyday business or personal lives.
* Value – to add value to a publication’s content is a potential minefield, as ‘value’ is determined by the editorial team, rather than what you think is of value to the readership. Extreme and common sense are needed here.
* Timeliness – to provide a timely press release essentially means that your news is contemporary, factual and ‘now’ rather than about an event or launch which happened three months ago. Be aware of current affairs and impacts.
Press release template:
Every press release is formed from a basic template design, which follows the same structure and layout: in essence it goes like this:
* Headline – one line in length, snappy, no clichés, hints at story and angle
* First paragraph – sums up the entire news item in one brief element
* Second to tenth paragraphs – bulk of news item, with relevant quotations
* Final paragraph – ends the news item, ideally with a confirming quotation
* Contact details – of the press release supplier. Email, phone and website
* Notes to Editors – additional information, case study hyperlinks, statistics
Press release PR photography:
This element is as important as the editorial you produce and issue to the media. A professionally-taken, appropriately-formatted image to accompany every press release you send is an absolute must. Never forget the image.
Most offline newspaper and magazines will require jpeg format images at a resolution of 300dpi: this standard will be of the right standard for pretty much any daily newspaper and glossy magazine in the UK.
Images for online reproduction require different formatting, of course, and the best option is to hire a professional photographer – preferably an experienced PR press photographer – who will be able to produce relevant online and offline-ready images for you to submit to the appropriate media.
You may argue that the additional cost involved with hiring a professional photographer is prohibitive, but in reality if you’re serious about gaining publication and delivering a polished press release, images must always be part of the package delivered to the media. Ignore this at your peril.
Timeframe: 0-3 hours
Here’s a rough guide on how to produce a winning press release in a three hour timeline. You should aim for the following:
* First 30 minutes: establish angle, write leading paragraph, form key quotes – press release template here with first paragraph completed only no headline
* 30 minutes-1 hour: Write paragraphs 2-6, including bulk of News details – press release temple here with first six paragraphs completed no headline
*1-2 hours: Write paragraphs 7-10, including concluding quotation – press release template here with 10 paragraphs completed no headline
* 2-2.5 hours: Formulate image caption and Notes to Editors sections – press release template here with paragraphs and Image Cap & Notes completed no headline
* Final 30 minutes: Proof-read the entire press release. Then do it again.
Ready to submit:
You’re nearly there. The final points are important to remember as you tidy up and finish up. Before you collate your media list and email the press release:
1. Make sure you have not repeated any information, quotations, statistics.
2. Check the press release by reading it out loud. This is vitally important.
3. Finally, write the one-line Headline. Always do this last of all. It flows easily.
Relax. Take notes about your business, products, service and people. Do not worry if the editorial doesn’t flow at first. Stay with it. Re-draft until you are happy with the tone, layout and newsworthiness of the press releases you produce.
Ultimately, you’ll make it easier for myself and other Editors to carry on with other editorial tasks.