2 hour Press Release masterclass including headshots and a 30 min Zoom one to one
Exec Summary
- Core Press Release Elements: Crafting dense yet clear releases for seamless journalist uptake.
- Effective Headlines and Summaries: Structuring information to capture attention quickly.
- Innovative Hooks: Leveraging holidays and events, localisation and data-driven insights from public sources, to enhance our narratives
- Building Media Relationships: Tips on establishing lasting connections with the media.
- PR for SEO: Utilising public relations to boost online visibility and backlinks.
- Visual Engagement: The importance of compelling photos in media releases.
- Leveraging AI: Utilising artificial intelligence to refine media strategies and prepare for engagements.
Media Landscape
The beat, working from home, always filing, overworked
Core Press Release Elements
The job of a press release is to go from your device to the device of a journalist and then to a website, newspaper, radio or TV channel as frictionlessly as possible. To do that you need to have an information dense press release that has everything the journalist needs to file a story but also it needs to be easy for the journalist and their audience to understand. You write for them and in their language.
Headlines
Exec summary, intro, lay of the land, great quotes, wrap up, contact details, explainers
Hooks
- Newsjacking: April Fools, Christmas, Budget, Paddytax, Tiktok Taoiseach
- Using Data: FOIs, Facebook Data, public data
- Localisation – Irish version of
- Against the grain: bad weather is good for business
Building Relationships
John Wick Coins – buying credit. “Might be of interest”, “saw this, thought of you”
Briefing Documents for journalists
PR for SEO
PR is good for google searches and backlinks
Good photos
Headshots, Interesting photos. No to boring
Using A.I.
Gives good feedback. Analyses data such as FOIs. Prep for interviews. Analysing journalists’ work as prep. Potential interview questions.
Always Be sCheming
What’s the hook, add it to a notepad, always be brainstorming
Building your list
Tools to figure out contacts. Mailchimp. Keeping track of opens.