Writing for the Media:

1. Writing for the Media: Press Releases, Websites, Blogs & Social Media

2. Writing a Press Release • A press release works to get articles published about your business and its products. • standard format: typed, double-spaced, on white letterhead with a contact person's name, title, company, address and phone number in the upper right-hand corner. • Below this information, put a brief, eye-catching headline in bold type. • A dateline--for example, "Los Angeles, California, April 10, 2006"--follows, leading into the first sentence of the release. • Limit your press release to one or two pages at most. • It should cover the six basic elements: who, what, when, where, why and how.

3. Writing a Press Release • RULE #1: Use the press release as a sales tool. • The idea is to communicate a message to customers and prospects, through the vehicle of a print or online article, hopefully adding the authority and credibility of the publication, website and/or reporter to the message.

4. Writing a Press Release • RULE #2: Have a newsworthy story. • To get your message communicated through the publication, you need to convince the reporter/editor that your message (or the story surrounding it) is newsworthy. • So it's got to have appeal to the entire readership of the publication.

5. Writing a Press Release • RULE #3: Write it like a reporter would write it. • If your press release looks and feels like a real article, reporters will often just file it as a story with minimal editing. • Therefore, it's up to you to make sure that your press release looks and feels like a real article.

6. Writing a Press Release • RULE #4: Provide some good quotes. • Even if your CEO is a complete idiot, don't make him sound like one by providing a quote that's a series of business clichés. • Have him say something memorable and personal, if possible.

7. Writing a Press Release • RULE #5: Contact your top outlets personally. • In addition to sending a press release, personally contact the reporters that you really want to cover the story. Send them something personal. • You might even want to rewrite the press release to fit their beat. http://www.cbsnews.com/news/how-to-write-a-press-release-with-examples/

8. Writing a Press Release

9. Writing a Press Release Body Writing a Title/ Subject line Get to the Point Summarize your subject in the first paragraph • Don’t use big or unnecessary words • They seem to make something unimportant seem important • Explain why this thing matters to your audience. Who are you sending it to? • Reporters • News Agencies • Bloggers

10. Social Media Press Release • All info found in a press release, plus… • An optimized title • Good keywords and tags • Links to the main site landing page • RSS feed options • Share buttons • Embedded content to be shared across platforms https://blog.hubspot.com/marketing/press-release-template-ht#sm.0001i7llno517eu3ujs16pywtrw1k

11. What is RSS? • RSS • A tool to automatically feed new published content to subscribers (186).

12. Social Media Press Release

13. What make Blog Content different? • A blog is a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style. • Blogs share stories. • Blogs allow for updated content. • Blogs help you build an audience.

14. Writing for blog format The Do’s… The Don’ts… Set unrealistic goals Limit your word count Make grammatical errors Be negative Write long paragraphs Avoid trying new things • Find your focus • Be relatable, be yourself • Use links • Include images • Respond to comments • Post to corresponding social media channels http://www.writersdigest.com/online-editor/the-12-dos-and-donts-of-writing-a-blog

15. Micro blog • Share headlines • Reminder communications • Top-of-mind awareness • Provide links • Direct traffic • Build credibility and reputation • Twitter: real-time information network • Brand optimization with “retweets”

16. Bloggers to follow… • What trends do you see in these blogs? • the fashion spot • kineda • atlantic-pacific • style me grasie • lust for life • egg canvas

17. What makes Social Media different? • Fosters communication, not just one direction. • Bring together people in a simple and easy to understand way. • A sense of belonging • Networking • Niche Networking

18. Establishing Social Media • Content is Key. • Establish your audience • Invest in keyword research • Test networks to focus • Develop a content calendar • Check site performance https://www.entrepreneur.com/article/276646

19. Who is your audience? • Understanding you target market is key… • Demographics • Psychographics • Aspirational Customers • Choose the right network to meet them http://www.pewinternet.org/2016/11/11/social-media-update-2016/ http://marketingland.com/ultimate-beginners-guide-defining-target-audience-90625

20. Who is your audience?

21. What are you selling? Community, Publishing, Entertainment, Commerce

22. Visual Imagery • The importance of a good photograph. • Need photos that are comment or share worthy. • Framing and Composition • Lighting • Background/ midground/ foreground • Style • Angles and resolution tips 1 tips 2 tips 3

23. Trends Kenzo Lunya Joanna Pybus MOSCHINO