Public Relations

A press release is an appropriate way to contact media. It's role:

• introduces you;

• demonstrates you have a good story for the media;

• is the basis of a bigger story that the media will expand upon;

• is the spark of another idea for a story about you; and

• is a possible source of information for future use. (it can be used as a source for other content) 

1. Choose a Topic For a Media Release

• timely and important to your business

• Tip: Tie In With Something Already in the Media 

2. Write Your Headline

3. Write a Snappy Opening Sentence

• can be just ad important as the headline in attracting interest

• headline and opener scanned

• must also grab attention and get right to the 'heart' of the matter 

Tip: 3 C's of Writing: Clear, Concise, Consistent

• it is one strong statement that is the situation you believe to be true

4. Contains Quality Text 

The text must answer these questions:

• Who?

• What?

• When?

• Where?

• Why?

• How?

5. Have One Idea in Each Sentence

6. There is a line space between every sentence

7. Use bolding and dot points to highlight important text

8. The 'How To' information will be the dot points

9. Add Quotes

• Quote yourself high in the release - in the second sentence

• Keep quotes short, sharp, and newsworthy

10. Include an expert if possible

• Find a third party to support your position

• Can be a person or a statistic (i.e. Australian Bureau of Statistics) 

Reminder: Send low-res photos on press release. Then, inform them that they can get your high-res versions or a photo opportunity, plus, an interview. 

Key Elements of a Press Release

1. Concise and conversational - one page

2. Two Crucial Parts - headline and opening

1. Be Respectful and Professional:

   • Maintain a professional tone and language in your posts and interactions.

2. Think Before You Post:

   • Remember that once something is posted online, it can be difficult to remove or fully retract.

3. Be Authentic:

   • Avoid creating a persona that doesn't align with our Brand identity.

4. Protect Your Privacy:

   • Be cautious about sharing personal information, such as your address, phone number, or sensitive data.

5. Respect Copyright and Intellectual Property:

   • Always give credit to the original creators when sharing content that isn't yours.

   • Don't use copyrighted material without proper permission or attribution.

6. Engage Thoughtfully:

   • Respond to comments and messages in a thoughtful and constructive manner.

7. Be Mindful of Timing:

   • Consider the time of day when posting to ensure your content reaches your target audience effectively.

   • Use scheduling tools to post during peak engagement times.

8. Stay Informed:

   • Keep up with the latest trends and updates on the social media platforms you use.

   • Understand the platform's features, algorithms, and policies to make the most of your presence.

9. Use Hashtags Wisely:

   • Don't overuse hashtags, as it can make your posts appear spammy.

10. Monitor Your Online Presence:

    • Address any negative comments or feedback in a professional and constructive manner.

11. Avoid Over-Sharing:

    • While sharing personal moments can be valuable, avoid oversharing personal details that might compromise your safety or privacy.

12. Be Mindful of Humor and Sarcasm:

    • Tone can be easily misinterpreted online, so be cautious with humor and sarcasm to avoid misunderstandings.

13. Stay Updated on Trends:

    • Stay current with popular memes, trends, and topics, but ensure they align with your values and image.

14. Follow Platform Guidelines:

    • Each social media platform has its own rules and guidelines. Familiarize yourself with these to avoid violations.

15. Adapt and Learn:

    • Social media is constantly evolving. Be open to adapting your strategies as new features and trends emerge.