A well-written press release is the most essential element of an effective public relations strategy.This course is designed to give you the tools you need to write a high-quality, high-impact press release. The instructor has written hundreds of press releases for many different types of clients over the last 20 years. Through this experience, he has seen many of the challenges faced by marketing organizations and entrepreneurs that are trying to get their messages out into the media. With this in mind, he prepares you to avoid some of the most common problems that people make in issuing press releases, including:
- Not understanding that a press release should contains news. The word “New” is in “News.” You have to have something new to say in a press release or it will get ignored.
- Selling your product or service too directly through the press release. It’s not a brochure.
- Not creating a cadence of news announcements over time, giving the impression that the company has ceased doing anything noteworthy.
- Not aligning news announcements with the overall corporate communication strategy and business objectives
The course gives you a proven approach for avoiding these errors and creating a press release that will get noticed by your target audiences:
- Looking at the bigger picture – why you should do a press release in the first place?
- The reasons for issuing press releases.
- The impact of the changing media landscape – the challenges and opportunities it presents.
- Making the press release a successful element in the broader communication strategy.
- Finding your news. What’s your story? Why are you special? A great press release contains news.
- Understanding the basics of press release writing.
- The sections of a press release.
- The purpose of each section.
- Where to emphasize facts.
- Where to show some personality.
- Honing press release writing style.
- Sentence structure
- Landing your press release in the news.
Instructor Hugh Taylor has created marketing content for such clients as Microsoft, IBM, SAP, Google, Advanced Micro Devices, and Lockheed Martin. As Social Software Evangelist for IBM Software Group he developed a unique financial payback model to quantify ROI for social software in the corporate environment. The resulting paper received the Marcom Platinum Award for Whitepaper Writing. As Public Relations Manager for Microsoft’s SharePoint Technologies, he was responsible for generating the “Billion dollar juggernaut” story that helped make SharePoint a high profile product for the company, generating over 800 pieces of press coverage in one year. He is a Certified Information Security Manager (CISM) and lecturer at the University of California, Berkeley’s Law School and Graduate School of Information. He is the author of the books B2B Technology Marketing (2013), Event-Driven Architecture: How SOA Enables the Real-Time Enterprise (Addison Wesley 2009), The Joy of SOX: Why Sarbanes Oxley and Service-Oriented Architecture May Be The Best Thing That Ever Happened To You (Wiley 2006) and Understanding Enterprise SOA (Manning, 2005) as well as more than a dozen articles on business and technology. Hugh is also a frequent speaker at industry conferences, including the Institute of Internal Auditors (IIA), the Microsoft Business Process Modeling and SOA conference, the HP Technology Forum, and IBM Rational DeveloperWorks. He has consulted with dozens of entrepreneurs and crafted business plans that have helped these new ventures get funded. He earned his AB, Magna Cum Laude from Harvard College in 1988 and his MBA from Harvard Business School in 1992. He lives in Cleveland, Ohio.