Proper writing techniques for the press
by Darcy Silvers, APR, ABC
A news release can be a cost-effective way of informing the media – and the public – about your product, business, or organization. But before you jump on the PR bandwagon, there are a few basics you should know about writing for the media.
As one who has been on the receiving end of many a news release, let me tell you that sloppy news releases can be very frustrating for an editor. You want to make the editor’s job easier, not harder. Be sure to include your name and contact information at the top right of the release.
Include a headline at the top of the release. Keep it in present tense, for example: Acme Moving Company Launches Website.
The first paragraph of your release should include the “Five W’s:” who, what, where, why and when. If you don’t want to include an exact date in the release, use “recently” to give a sense of timeliness.
A news release should be written in “inverted pyramid” style. The most important information is at the top of the release, with the least important information below. This makes it easy for editors on tight deadlines to cut the release from the bottom. At the very end of your release should be “boilerplate” information about your company or organization – a brief paragraph stating how long it has been in business and its areas of specialization.
Tailor your release to each media outlet. For a broadcast outlet, include phonetic pronunciations of any proper names. If you’re targeting online publications, keep your sentences and paragraphs short (a good guideline for any media outlet), and use bullets to convey key points. For print media, double-space the release.
How you distribute the release also can impact its content. Unless you’ve got a very complicated subject matter, keep printed news releases to one page. If you’re sending a news release via email, keep the subject line as straightforward as possible. Never send unsolicited attachments.
Forget what your English teacher taught you. Avoid unnecessary adjectives. A news release should be completely objective. If you want to include an opinion, do so in a direct quote from a company executive and choose your words carefully: Journalists cringe at blatant promotion.
Finally, don’t forget to proofread your news release. A news release with typographical errors (typos) or poor grammar undermines your credibility.
An invaluable resource is the AP Stylebook, known as the journalist’s “bible.” It’s available for purchase in both print and electronic forms at http://www.apstylebook.com/.
Darcy Silvers is a a freelance copywriter and a professionally accredited public relations consultant.
http:/home.comcast.net/~thehiredhand/ She is author of Public Relations PRimer, the NMOA’s e-book on public relations. To order, visit http://www.nmoa.org/catalog/publicity/index.htm.
This article originally appeared in Professional Marketer and is reprinted with permission from the American Marketing Association, Philadelphia chapter.
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A different spin on internal PR
by Darcy Silvers, APR, ABC
If you’ve ever stayed at a Ritz-Carlton hotel, you know that when it comes to customer service, the Ritz does it right. Every employee—from the bell hops to the bartenders—makes you feel welcome. And special.
So what’s this got to do with PR? Everything.
Think about it. If you’ve had a more than pleasant stay at a Ritz-Carlton, you’re going to tell your family and friends about it. Some might call this word-of-mouth or buzz marketing. I call it brilliant PR.
On the contrary, if you’ve had a less-than-satisfactory experience, you’re also likely to tell others about it. Buzz gone bad.
So the Ritz makes sure you’re welcomed with open arms. Every employee greets you with a smile and a “Good morning,” “Good afternoon” or “Good evening.”
As William Aruda notes on the MarketingProfs.com site: “Every employee gets it. They just get it—and are able to deliver on it consistently. That is what makes the Ritz-Carlton brand synonymous with extreme customer service, and that’s what turns customers into evangelists.”
Amen.
So what can other businesses learn from the Ritz? They can incorporate customer service best practices into their employee training. They need to rethink how they think about PR.
At its most basic level, PR is not about a fancy-schmancy press kit or how many mentions your business gets in the media. It’s about customer service, plain and simple. That’s why it’s called public relations. A business that can relate well to its customers understands the importance of PR.
Maybe “PR” really stands for “Puttin’ on the Ritz.”
Darcy Silvers is a a freelance copywriter and a professionally accredited public relations consultant.
http:/home.comcast.net/~thehiredhand/She is author of Public Relations PRimer, the NMOA’s e-book on public relations. To order, visit http://www.nmoa.org/catalog/publicity/index.htm.
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Communication is key in a crisis situation
by Darcy Silvers, APR, ABC
A recent tragedy in our community could very well have ended up a PR nightmare, but it was handled with professionalism and compassion. A routine tox screen of a DUI suspect at a hospital turned deadly. Police removed the suspect’s handcuffs so he could submit a urine sample. One armed officer remained in the room with the suspect, with a second officer posted outside the exam room door.
The supsect managed to grab the first officer’s gun and turned the gun on the officer, wounding him. He then fatally shot the second officer and wounded an ER technician. He fled to the hospital roof, where we was apprehended.
What immediate action did the hospital take? It went into “lock-down” mode, meaning no one could leave any floor. This was mainly for the protection of everyone in the hospital. Several staffers in the vicinity of the incident were evacuated and remained outside the hospital during the ordeal.
What immediate action did the police take? Trained to respond to such situations, they literally surrounded the hospital. The main road leading to the hospital was closed. Residents of nearby neighborhoods were unable to leave. Employees of nearby businesses were forced to remain at work until the coast was clear.
Did anyone “point fingers” of blame in the wake of this tragedy? No.
What follow-up actions did the hospital take? It revisited its policy of how patients in police custody are examined. Within days, a more secluded area was designated for such cases.
What follow-up actions did police take? The department acknowledged that, while all police procedures were properly followed, perhaps more precautions could have been taken. The out-of-uniform officer did not have his gun in a safety-lock holster. Neither officer new of the suspect’s previous violent behavior, information accessible only from computers at the precinct - not from computers in police cars out in the field.
What PR lessons are there to be learned from this incident? First, communication is key, in any situation. In a crisis situation, however, a crisis communications plan must already be in place. Second, even after the crisis is over, it’s not over. Once the media frenzy has subsided, it’s time to re-evaluate policies and procedures.
The death of the police officer, one who was particularly well-like and respected, hit the community hard. Hundreds upon hundreds of residents lined the streets for the funeral procession. That’s why compassion is such an important component of crisis communications. During and following a crisis, emotions run high. The organizations and businesses that deal with crises on a personal level are those that will create positive, long-lasting relations with their publics.
Darcy Silvers is a a freelance copywriter and a professionally accredited public relations consultant.
http:/home.comcast.net/~thehiredhand/
She is author of Public Relations PRimer, the NMOA’s e-book on public relations. To order, visit http://www.nmoa.org/catalog/publicity/index.htm.
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