Press Release Checklist

20 %
80 %
Information about Press Release Checklist
Business-Finance

Published on June 6, 2016

Author: author2016

Source: authorstream.com

slide 1: PRESS RELEASE CHECKLIST PART I Does your headline grab attention with few words If you have a subhead is it concise Does your frst paragraph adequately summarize your main points Is the remaining text of your press release informative and concise Have you provided accurate contact information Does your press release spur your audience to action Have you written your press release entirely in the third person Has the press release been thoroughly proofread by several people for grammar punctuation and spelling Have you properly confgured all URLs and anchor texts Is your press release short enough Have you represented the trademark or the company in a consistent manner BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 2: PRESS RELEASE CHECKLIST PART II Is your press release relevant and interesting Is your release a news story or an ad Is your release free of cutesy gimmicks Do your quotes add anything new or do they simply restate your point Is your press release free of exaggerated claims Can all the facts in your release be substantiated Is there anything potentially ofensive in your release Is the source of the press release clear Does your release remain focused on your main points Have you checked that any mention of legal issues public companies or celebrities are in line with the newswire’s policies Have you written your press release with your target audience in mind BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 3: Does your headline grab attention with few words You never get another chance to make a frst impression Your headline is the chance to do just that. Don’t fall into the trap of overwriting or underwriting your headline. Make sure it is a complete sentence which clearly states your purpose. Try to avoid exaggeration and farfetched claims - and above all exclamation points. Make sure you include your company name and an active verb. The reason for the press release is very important in order to grab the attention of your audience. Practice reading your press release out loud to make sure you can deliver the message clearly. If you have a subhead is it concise Please don’t waste your subhead by simply repeating your headline That is a very common mistake. A subhead is not the place to repeat your main points. Use your subhead to build on your audience’s attention by adding new information. This is an opportunity for expanding your headline rather than repeating it. For example let’s say that you are announcing a fashion show. You want to immediately get out the message that this is a big event featuring a number of important people but the place and the time are also important. If you try to cram all that information into your headline it will become too unwieldy and will fail to get and keep your audience’s attention. Instead use your headline to get across your main message about the event and use your subhead for other important details. Have you formatted your dateline correctly While this may seem outdated it wouldn’t be a press release without a dateline. It makes newscasts sound more genuine and authoritative. The dateline tells your audience where the press release originated. Even if it is an obscure and little-known town eg. Statesville NC a dateline shows you are proud of the place in which you are reporting . A correct dateline includes the city in ALL CAPS with the Associated Press AP abbreviation for the state. Following the city and/or state write the date of your release: SANTA MONICA CA - 7/4/2016. The proper placement of a dateline is at the beginning of the frst paragraph after the headline and any subheads. Fortunately if you send your press release with us we will automatically format your dateline so you do not need to worry BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 4: Does your frst paragraph adequately summarize your main points A press release is not a good place to utilize the element of surprise. Y our goal here is to put everything important right there in the beginning. Let’s say you get an email from your boss with a subject line that reads “We have a problem”. Now let’s say that the text of the email consists of several paragraphs describing various seemingly unrelated topics before fnishing with the conclusion: “And then you have failed to meet several deadlines on time. Please explain why or we may have to terminate you.” Your audience does not have time for long-winded explanations. Remember the 5W’s – Who What When Where Why. Produce these clearly and succinctly in your opening. Grab your audience’s attention sufciently to make them want to keep reading. Is the remaining text of your press release informative and concise Here is where you have the chance to go into some detail and description and show that you are credible. If you can try to fnd a funny quote to introduce the human side of your topic. Avoid the dangers of over- explaining the “why” and the “how.” Keep any such explanations short and breezy. Your audience can always ask for a product spec sheet or similar information if necessary. Have you provided accurate contact information Y ou want to make sure that you are recognized for your eforts. Always conclude with a name telephone number and email address. It’s important to show a desire to engage in dialogue with the media and that is impossible without appropriate contact information. Deal with privacy concerns by buying a temporary disposable cell phone. You can also get a cheap VoIP number and create a temporary email address exclusively for this project. Then just delete it when it becomes too much to manage. But do make sure that you actually answer the phone and check your email in the time period immediately after you issue the release. Remember that your audience the media are usually on deadline and they will not take kindly to your failure to return messages in a timely manner. BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 5: Does your press release spur your audience to action This part is the easiest. All you need to do here is issue a simple invitation such as.: “For more information like us on Facebook” “Please visit our website to fnd samples of our work “Please give send us an email to arrange a meeting.” Such calls to action allow your press release to have a lasting efect. Have you written your press release entirely in the third person It’s important to remember your audience here. You are not trying to sell anything but simply educate the media. You are not trying to sell news reporters your software for fipping classrooms. But you do want to let them know the facts as to why this software surpasses all others. So stay away from the frst person “I think this is the greatest” as well as the second person “Y ou’ve never seen anything like it” Keep your opinion out of it and stick with the facts or your audience will quickly lose interest. It’s not that there is anything wrong with ads or editorials or expressing your opinion. It’s just that your goal in this instance is just to report the news. Has the press release been thoroughly proofread by several people for grammar punctuation and spelling Nobody wants to see typos or spelling errors. They are a distraction. They also send a message that you do not care enough to communicate with precision. Even a minor error can look sloppy to a professional. Use the spelling and grammar checks available in your word processing software and fnd some good reliable proofreaders. BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 6: Have you properly confgured all URLs and anchor texts Your website is a valuable asset. Your press release should make it easy to visit. Always go back and check that your URLs are spelled correctly and display the http:// prefx. In this way visitors can more easily click-through on sites that post your release. If you are posting pages at the last minute in order to mention them in your press release test the page links in your release before issuing it. Sadly one often fnds press releases littered with the debris of dead links resulting from pages that are posted too hastily without being checked. Also check links that are embedded behind keywords “anchor text” to make sure that they work properly. Don’t overdo it with the links though. Too many may cause your release to get fled as “spam.” Two or three links are enough. Is your press release short enough The recommended length for a press release is 350-500 words. Although 1000-word releases exist they are costly and companies will issue very few of them. Long releases such as this are rare and only used in circumstances when the public requires a lot of information at once. Usually a shorter release 350 words or about two-thirds of a page is sufcient to convey the message. Remember there is someone out there reviewing 10-1000 releases in one sitting and extend some mercy. If you absolutely must exceed 500 words then direct readers to your website and link to it in your release or invite readers to request the information by email. This will add value to your release by including a call to action. Have you represented the trademark or the company in a consistent manner Details matter. Make sure you state the company name the same way each time that it is mentioned. Which version is it Is it a trademark or a registered trademark It’s important to denote the company name correctly the frst time and again each time that it is mentioned. Remember that reporters may rely on the information in your press release for articles and reports. If your information is incorrect theirs will be too and this can’t be fxed. Your error will survive for years online and you are at fault for inaccurate information. BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 7: Is your press release relevant and interesting Make sure that your release contains information that someone other than you or your company might want to know. Companies are limited in the number of press releases they can send out. The news has to matter. Ask yourself if this topic is important and relevant enough right now for a journalist to take time to report on it. Is your release a news story or an ad Ask yourself about the purpose of your release. Is your goal to inform or is it to sell a product Press releases are supposed to be an oasis of credibility in a materialistic world. They build good relationships with media and with consumers. While direct marketing can produce more immediate results the subtle efects of a press release are more long-term. A journalist reporting the facts has more credibility than a company making exaggerated claims about its product. Take the time now to educate the media in order to build lasting rapport with consumers. Is your release free of cutesy gimmicks Parodies tricks jokes. They’re fun and harmless. But remember that every release has an impact on your professional reputation. Be respectful of the valuable time of your readers. Do your quotes add anything new or do they simply restate your point The purpose of quotes are to show the human voice behind the company. They bring personality and sparkle to your release. So don’t waste them by just re-stating what you already said. For example if you are announcing a book signing a quote from the publisher should not just say how excited they are about the book. It needs to ofer new insights about why this book may be controversial or inspiring in today’s world. Above all make your quotes clever and well quotable. BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 8: Is your press release free of exaggerated claims Please remember that a press release should not even slightly resemble a tabloid article. You may believe that this new marketing software will increase sales by 50 but you cannot state that in your press release unless you have the evidence to prove it. The wires are fooded with failed releases about miracle cures and magical beauty products. If your product truly is superior you will be able to get that message across without melodrama. Mention some possible benefts allude to some anecdotal evidence avoid words such as “revolutionary” or “life-changing” and overall just stay humble. Your purpose is to educate and inform not ofer false hope that you have found the cure for all the world’s problems. Don’t tarnish your reputation by giving in to absurdity. Can all the facts in your release be substantiated Depending on the situation this may not be relevant. Usually a release simply states the facts of a product company or event. However there are some releases especially those that deal with legal or political issues which must pull information from a wide array of sources including legal precedents political policies and experiments. Be sure to fact check any allegations or historical data in your release. Although the requirements for documentation are not as stringent as those required for writing a research paper it can be helpful to think of your release in these terms. Check over any information that might be common knowledge but cannot be documented by any of your sources. Discard any of that information if it is at all questionable. Inaccurate information hurts your case and might even be libel. Is there anything potentially ofensive in your release It’s a good idea to ask some of your target audience to proofread your release for sensitivity. For example your audience will not be engaged with a release that introduces a new diet with the words: “ideal for women over 40 who have a tendency to be overweight.” Likewise a release announcing a new tutoring company cannot expect to gain new clients by stating that it is for “children who consistently fail in school.” If your audience feels stigmatized they will quickly lose interest. Instead use positive wording in your message: “mature women who want to learn to eat more healthfully” “gifted children who fnd that the classroom does not meet their needs.” BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 9: Is the source of the press release clear It’s important to know who is actually issuing the press release. Otherwise it is simply random information without much credibility. It’s best to make the source clear right at the beginning: “XYZ Company Would Like to Announce….” A reporter should not have to do any work to fgure out the source. If is your company don’t be shy about being the source of your own release. It’s diferent if a writer is publishing an article about your company but in this case you are sharing news about your own company with the world. Members of the media understand that the best source for news about a company is the company itself. Does your release remain focused on your main points If your release seems too long submit it to the “Who Cares” test. Take it sentence by sentence and ask “Who cares” If the answer is just you or just you and your company that may be a detail you can cut. Have you checked that any mention of legal issues public companies or celebrities are in line with the newswire’s policies Regardless of whether that renowned political fgure is a friend of yours you still may not be allowed to mention him in your release. A company may have approved the use of its logo but the newswire might still take it out. Newswire policies governing references to legal issues public companies and celebrities exist not to repress anyone but for protection. The newswire has already thoroughly researched SEC guidance and precedents in order to put these policies in place. Know them ahead of time so you won’t write a release that may raise concern. BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet slide 10: BEFORE YOU HIT SEND… THE PRESS RELEASE CHECKLIST Have you written your press release with your target audience in mind Your goal is to get journalists to write about your topic so that your target audience will be more likely to appreciate or invest in it. Make sure that your release is written for them. A common trap is writing a press release as if the audience were peers and colleagues. Remember that you are writing for outsiders who would appreciate having an insider’s view. They want to feel like they are the frst on the scene of “breaking” news. Give them a few succinct and memorable points. Don’t just waste time re- stating information posted on your website and don’t send them another version of a previously issued release. Always keep their attention with something exciting and new. SEND YOUR PRESS RELEASE TODAY SAMPLE REPORTS PRICING PLANS Send Your Press Release Press Release Jet is the leader in press release distribution with the industry’s lowest starting at 35 and industry’s highest ROI. Our Premium Press Release Distribution includes guaranteed syndication to ABC CBS FOX NBC CW along with 375+ premium media outlets Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at 35 and the industry’s highest ROI. With that said— Send your next press release with us today pressreleasejet

Add a comment

Related presentations

Related pages

Press Release Checklist, Press Release Writing Checklist ...

Press release distribution service that sends news to media outlets and individual reporters and editors, search engines, websites and content syndicators.
Read more

Press Release Checklist - Checklists & lists

This Checklist was posted by Jake R Brady, a member of our community where everyone can post productive lists. Publish your own.
Read more

PR Newswire Coupon promocode Press Release Checklist ...

Why you need my Press Release Checklist: It’s your 16-step TO-DO list for PR success. Need samples? You’ll get my 10 Best Example Releases. How about a ...
Read more

A press release checklist | Articles | Home

Press releases come in handy when you want to share your story with the public via the media. It’s important to write a press release when you have ...
Read more

Press Release Checklist — University of Leicester

Publicising Your Work. Why work with the media? What to send to the Press Office; How to write a press release. Top tips; Press release template; Examples
Read more

SEO Press Release Writing Checklist | Online PR Media

I just love the art of the press release and could talk about them all day — and I do! If I’m not talking about them, I’m writing about them, or ...
Read more

Press Release Checklist - Contact us page

Press Release Checklist Contact us page ... Got a Question? Ask it here and we’ll get back to you in a jiffy! *
Read more

A complete guide to writing an effective press release ...

Writing and releasing a press release can help your business gain valuable PR. Find out how in this practical article by Debbie Leven.
Read more