Alan Weinkrantz PR Web Log

How To Write a News Release (Here's a Handy Form). And Yes, News Releases Still Matter

Whenever I talk about doing traditional press releases, I generally get a blank stare or a look of disbelief.  

Typical Responses I get to the notion of press releases and heaven forbid, using a Wire Service like BusinessWire or PR Newswire.

"Who reads news releases?"

"No one is going to just pick up a news release."

"Why can't we just announce what we have to say on the social web and count on others to spread the word?"

"Our fans on Twitter will Tweet this thing up."

"OMG- news releases are so.... Web 1.0"

Here's my belief:  when appropriate, news releases matter, have impact and actually work.  They are not a substitute for the social web, they are part of your overall communications strategy.

If you are publicly traded, then it's a no-brainer that you have to have traditional news releases for disclosure and compliance issues.  And if you are not, I still believe that select, strategic news merits the time and minor expense of a news news release.

Here's why:

1.  Writing a news release is more formal and makes you really think through what you are saying and how you want to reflect the written word about your company.

2.  Investors, partners, suppliers, and your other publics will still mosey on into your press room to see what's news, how you report your news, and the wording and editorial strategy you take.  

3.  The written word is very much a part of your overall brand experience.  How you write, the tone and choice of words is very much akin to the graphical image you project, the company culture you promote and the quality of customer service you aim for.

4.  News releases, if applied correctly, can be searched (and found) on Google.  They are also a platform which can easily be re-published and spread by your stakeholders on the social web.

5.  A well written and well crafted news release illustrates team work and common vision.  

There is more to a news release than just the mechanics of writing and pitching. 

Oh, and speaking of pitching, yes, I still do very traditional pitching.  And that's a whole other post in its own right.

Here's a hand form you can use to get the press release writing process going.

Any comments on you belief (or disbelief) in using press releases?  How do you and your team writing your press releases?

Download News Release Input Form

"Presence is the New Dial Tone" (by me); "You Shall Know Us By Our Dial Tone" (by Chris Brogan)

I met Chris Brogan through Jeff Pulver.  Like so many in Jeff's sphere of friends, they are not only smart, but very nice people.  Ditto for Chris Brogan.  

It's personally gratifying when I write something in my column for the San Antonio Express-News and then I see someone like Chris thinking in the same vein elsewhere and in a different format.

Here is my column on "Presence being the New Dial Tone".  Below is Chris Brogan's presentation, "You Shall Know us By Our Dial Tone."

you shall know us by our dialtone

View more presentations from chrisbrogan.

Here's Expanded Content for My Column in Today's San Antonio "Express-News" on Co-working.

As an add-on to my column in today's San Antonio Express-News, here are some resources for you on Co-Working and Jelly:

YouTube Video from Susan Price, Firecat Studio, who is featured in the article: 

Co-working on PBWiki

Co-working on Wikipedia

Co-working in San Antonio

  Firecat Studio

  Co-working SA Blog

  Co-working San Antonio on Facebook

  Jelly SA

  

Co-working in Austin

  Conjunctured

Co-working in Dallas

  Big in Japan 

  LaunchPad

Co-working in Houston

  Caroline Collective

Co-working Groups

   Google Coworking Groups

   LinkedIn

It's Almost 2009.....Time to Refresh Your Communications Strategies

I have just contributed a story to a vertical market newsletter for the display industry, Veritas et Vius, that just came out.  (You may download the story at the end of this post),

While the content is focused on the display industry, the message is universally applicable. 

As a key technology supplier to your industry, it’s important to develop and execute effective communications strategies in order to maintain your position of leadership.

With the New Year upon us, it’s the perfect time to re-visit and re-think your message, and your communications plans.

Coupled with the global economic downturn, it’s going to be even more competitive to get – and keep – your technology and thought leadership on the radar of your customers and partners.

Are you taking steps now in order to get ready for 2009?

Download VVTP-23+24, November 2008

Photo by Alan Weinkrantz - shot on location on a glacier in Iceland

A Conversation with TED's Sofware Architect, George Riley

Here is my fourth in a series of interviews with members of our Social Media community in San Antonio.  Meet TED's Software Architect, George Riley.

A Conversation with Emmy Award Winner and New Media Specialist, Patricio Espinoza

Here is my third in a series of interviews with members of our Social Media community in San Antonio. Meet Emmy Award winning videographer and new media specialist, Patricio Espinoza.

iPhone vs. BlackBerry Bold?

The nice folks at AT&T got me a sneak preview of the new BlackBerry Bold for my 3Screens blog.  It's  available on Tuesday at AT&T stores nationwide. 

Rather than doing a traditional "review," I video interviewed friends and colleagues about their first impressions on this device. 

Some are AT&T customers.  Some use a BlackBerry. Some use an iPhone.  Some are with Verizon or Sprint.

It's a small sampling, but does show a variety of opinions.

See the review here.

How To Save Money on PR During A Downturn - Revisit your Wire Service Strategy and Expenses

Just because you may need to reduce costs, it does not mean that you have to disappear from the radar.

Here's some tips: 

1.  When using a wire service like PR Newswire or BusinessWire, don't buy the national circuit.

Buy a local circuit.  In fact, buy the least expensive local circuit you can buy.

It will save you hundreds, if not thousands of dollars depending on the scope and reach you are going for.

2.  Going global?  If you need to reach the UK, buy the metro London only circuit.  In general, try to buy capital cities only.  You'll get the local translation and major media outlets where they tend to be located.

3.  Is this really newsworthy?  Ask yourself if what you are about to announce is really newsworthy, or in need of compliance.  If not, reduce the number of press releases you issue, but don't kill the outreach.  If you have five releases scheduled through the end of the year, pace them out a bit more, consolidate your news and reduce the number to three.  

You stay on the radar.  You are visible on the search engines.  You communicate to your publics.

Yes, Wire Services Are Effective and Worth the Money

I highly recommend wire services.  Even in times of budget cuts.  The main thing is that you need to get on to the search engines in ways that only the major wire services can get you on.

A Conversation With Scott Allen, Social Media Consultant and About.com's Entrepreneurs Moderator

Scott Allen has been involved in Social Media since....2002.  That's before Social Media was called "Social Media" or even "Web 2.0."

He's not only a Social Media consultant, but is the moderator for About.com's Entrepreneur's site.  He is coauthor of The Virtual Handshake: Opening Doors and Closing Deals Online and an active blogger and virtual community leader.  In his consulting role, he works with other partners at LinkToYourWorld.com

President Bush Visits The Editorial Offices of My Other Blogs, 3Screens.net and SAtechBlog.com

This is not a joke.

   

President George W. Bush stopped today to what serves as the editorial offices for my other blogs, 3Screens.net and SAtechBlog.com. 

Read the story from the San Antonio "Express News" here.

My Robot Creative pal, Lara August, called me this morning to have breakfast, but I couldn't do it because of another meeting. 

Then, I hopped over to see PodCast Ready's Dean McCall for another meeting. 

Then, my stomach starts growling and  I decide to hop over to Olmos Pharmacy for lunch.

En route down US 281, I am driving by the airport, and see Air Force One taking off. 

Arriving to the Pharmacy 20 minutes later, proprietor, Betty Garza, informs me that our fearless leader of the free world, Secret Service in tow, stopped by and had a chocolate malt with First Lady, Laura Bush.

I guess when you are the President of the U.S., you can pretty much order up anything you want. 

So it really says quite a bit about Betty's place, where she's run a tight ship for 35 years.

Over the last 3 years, I've been doing lots of breakfast meetings, lots of interviews, and lots of posts at the Pharmacy. 

It's my office away from my office and serves as the "official" office of my two other blogs.

Sorry I missed you, Mr. President. 

And thumbs up to Betty for having Mr. Bush pick her place as the place in town (or the world) for a real home made malt.

photo (c)  San Antonio Express News