Posts Tagged ‘Press release

16
Feb
11

PRFilter?

Today I was thinking about a topic to write a research based essay on that had to do with my work experience and that is relevant to my MA course in public relations. I have always been fascinated with press releases, how these are written and how they are used to pitch to journalists. This will have to be the topic of my new research based essay.

I am in the library now just surfing around on the web and looking for external blogs to comment on (if you have any good ones then please let me know, it’s for my online portfolio assignment) and saw a tweet on Twitter by CitySavvy. This is a Pan-European financial and corporate communications agency that I used to work for. They tweeted this:

CitySavvy Ltd @CitySavvyPR CitySavvy Ltd

New search engine dedicated to press releases launched: http://tinyurl.com/6al9qe2

This sparked an interest and I clicked on the url that was given and found an interesting little article on Communication Magazine’s website about the PRFilter.

This is apparently a new type of search engine dedicated to seek press releases that have been launched. It has thousand press releases every day and has been designed to save journalists and bloggers time. This application has been developed in the UK by RealWire and has already been tested by UK journalists and bloggers last year.

This news justifies that the topic I have chosen for my research based essay is a good one because it is something that is going on now. This blog post and topic links to one of my previous post on ‘what do journalists really want?’. In that post I found out that journalists (well the ones that had been spoken to by the DMU press office) wanted to be contact via email about press releases. The phone is hardly picked up to ring journalists and the old boozy lunches PR‘s and journalists used to go on to build relationships seems like a fairy tale now.

It seems like the whole PR business and being a journalist has become a lonesome and impersonal job to have. No more socializing except for Tweeting, Facebooking, using LinkedIn and now this PRFilter program.

The thing that still confuses me is that I don’t understand why there doesn’t seem to be a need for personal, face-to-face contact anymore. Or has this again got to do with the time journalists have?

I am interested in what you think as PR professionals, journalists and fellow bloggers about this topic. Do you think the media landscape is changing and is this PRFilter a positive thing? Let me know and leave a comment!

04
Feb
11

Week 4, last week of work placement

Last week was supposed to be my last week of my work placement at the De Montfort Universities Events Office. But because I have really enjoyed myself and have loved working with my colleagues (I think I can call them that) in the events office, I decided to stay an extra week. Today was supposed to be my last day but they just can’t seem to get rid of me. I will be in the Events Office on Monday, to finalize any work I still have to do (don’t think there is any), to hand over my work that is still going on and to have my placement debrief.

My five weeks in the DMU Events Office have been great. I have done so much and have been included in so many ongoing events that I really have got a good view of how events are planned from scratch, how events work with the Press office and eventually seeing everything coming together.

I have worked and helped out at several events and even did evening work and an early mornings.

I have been in contact with The Leicester Comedy Festival, The Literary and Philosophical Society and several marquee companies. I have been phoning people to follow-up if they are coming to events, have been using new programs I never knew existed and have met some great people.

Organising events should be something I can be good at after this experience and writing press releases has become easier as well.

The overall experience has been really good and I am sad to leave the Events Office and the team. ut who knows I might be helping out at future events this year?!

01
Feb
11

What do journalists really want?

Had an interesting talk with one of the members of staff in the DMU press office last week.

She does most of the story and quote pitching to the media about DMU.

Now, when I think of pitching a story to a journalist, I think phone. But apparently my thoughts are very wrong. My views of a press office or PR department has always been about phones ringing off the hook and PR’s running about taking journalists out for boozy, luxurious lunches! But apparently and from experiencing different placements at PR companies, my views aren’t entirely true.

Apparently using the phone to ring up a journalist to tell him/her about a story they would be interested in is not done at all.

Journalists prefer you to write them an email pitching a story. But not just any old email, no, there are requirements to this email that need to be followed. PR’s need to get straight to the point in the email and keep it very short and simple.

This confirms that, as you can read in my previous blog on press release writing, press releases are the most common way of PR’s contacting journalists. Now I know why.

Funny that most PR agencies or in-house PR departments still think you should ring a journalist instead of bombarding them with emails.

But for some reason I don’t really see the logic of why journalists prefer emails to phone calls. I have a thing about logic, and most people won’t find my logic very logical. But I will give it a go at explaining it.

In previous research for one of my essays about the relationship between PR’s and journalists one of the main conclusions was that journalists have less time to go out and find stories and go out for lunches with PR’s to create good relationships. Journalists have become desk bound. This means that journalists are just churning out stories from information that PR’s are sending them via email.

This is all very logical but then there is no relationship between PR’s and journalists and I think this is an important issue. PR’s and journalists need each other and should therefore have a good relationship.

But isn’t it much nicer to speak to a friendly person on the phone than exchanging emails every time? Emailing is so impersonal. Not that all journalist are friendly on the phone, especially when on deadline!

We are all to bound to our computers, laptops, smartphones and iPad now a days. We post everything online and hardly speak to each other anymore. But for a relationship to work you have to speak to each other.

Have gone off track a bit from pitching to the relationship between PR’s and journalists but I would like to hear your views on either of these topics. Or on logic for that matter!

25
Jan
11

The art of writing a press release

As a Public Relations MA student one of the skills I am required to have is to be able to write the perfect press release. Hopefully I will have required this skill after my MA.

During my work experience at De Montfort University I have been drafting press releases for the press office. When I was writing one about lingerie today some questions popped up in my mind.

How do you write the perfect press release? There are so many different ways Public Relations practitioners write them. But is there a perfect press release template anywhere that can be used for all press releases? Or is there an international or even global way of how we should write them?

There is a difference in the way that I was taught to write a press release during my BA and work experience in The Netherlands to the way I have been taught to write one here in the UK during my MA.

In Amsterdam I was used to writing WHO, WHAT, WHERE, WHEN and WHY in the introduction because  journalists don’t have time to read a whole press release. You have to make is easy for them and put all the important information in first so they can decide if they want to read on or contact the PR agency.

During my MA and my work experience here in Leicester I was taught to write a very short introduction with a maximum of 20 to 30 words. I thought this was very short and didn’t understand why. Because we also learnt that journalists have less time now then they used to. So why would you then not make it easy for them by adding all the important facts to the introduction?

Seems strange to me, but I have adapted my style of writing and writing a press release now has become easier.

When I googled writing the perfect press release I came across 3 rules PR’s have to stick to when writing one:

  1. Is your press release really necessary?
  2. If you were running a story based on this release, what would the headline be and does the first sentence fit into less than 15 words? If no, or the first sentence is ‘Mrs Miggins plc announces…’, go back to Q1.
  3. If you got Q2 right, why are you changing the wording for a press release?

The first question is very important because I’ve had to write some press releases while thinking: why would this be interesting for anyone in the world?

Apparently a press release is still the most popular way of contacting a journalist. So it is very important that we get this right.

This image shows you the way I have been taught in The Netherlands how to write a press release.

This is the exact template that I would follow. But I feel like the way I have been taught now is exactly the other way round.

If we turn this figure upside down that would sum up the way I feel like I have been taught how to write a press release here in the UK.

I’m interested in how you write your press releases and what you think is the most effective template for this.

Let me know what your views are on this topic.




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