Press releases

1
Press releases

• A communication channel used by companies for
  publication or broadcasting

2
The purpose of a press release?

• Free publicity of your company
• Positive image creation
• Increased attention and sales

3
When to write a press release?

• New, large orders
• New wok places
• Profit
• Local actions
• Contributions to the local area
• Solution of specific problems in the line of
  business
• Anniversaries
• Sponsorships of events or persons
• Cultural events, etc.

4
Remember!

• Most companies will attempt to dodge the issue of
  bad results, firings, work accidents, etc.
• It is allowed to be selective about what to tell,
  but the overall view must be true and fair

5
Quality demands are high

• It must have a general interest to the majority
  of readers
• A matter-of-fact approach is necessary. Describe
  all facets of the subject
• Feature articles (articles about people) must not
  rest upon personal relations between the reporter
  and the persons described. The story must be
  strong in itself
• Dont mix references and judgements. Seperate
  news and leaders (editorials)
• No mix of editorials and advertisements.
  Journalists must be objective
• Form and content must fit to each other
• The more interesting and trustworthy, the larger
  chance for publication.

6
How to structure a press release

• Learn from professional reporters. They write the
  most important first. Introduction, background
  and further information is saved for later
• Tell news. That is what people want
• Write something relevant. Otherwise it will not
  be printed
• Make it short (max. 1 A4 page, 1.5 spacing. If
  not, the publisher cuts the end of your release
• Write to affect the perhaps people. yes and
  no people have already made up their minds.
• Show respect towards the readers intelligence
• Never write I or We . Use third person
  singular and quote yourself or others (Use
  quotation marks)
• Send a (black-white) photo. Rember legend and
  text on the back of the picture if attached.