Writing for PR and Social Media - Andrea Aker & Beth Cochran

Writing for PR and Social Media

Presented by
Andrea Aker, Aker Ink
Beth Cochran, Wired PR

What You Will Learn
 What is PR?

 Fundamentals of PR communications
  News Releases
  Blogs
  Social Media
  Media Pitching

  Resources

What is PR?
  Telling Your Story

  Developing Relationships

  Demonstrating Your Value

  Establishing Trust

  Reinforcing Your Brand

News Releases
 When You Need a News Release

 Determining Your Audience

 Distribution Options
  Email
  Newswires
  SMR platforms

News Releases
Headlines
  Purpose
  Preview Content
  Capture Attention

  Audience
  Media
  Customer
  Search Engine

News Releases
Headline Components
  Use Action Words
  Avoid Jargon
  Be Clear and Concise
  Utilize Keywords for SEO
  Localize*

Headline Style
 Punctuation
 Capitalization

News Releases
Headline Examples
Weak: Company A Receives a Grant
Strong: Company A Awarded $25,000 Grant for Commitment to Animal
Welfare

Passive: Joe Smith is Beaten by Jane Doe in Race for Community Chair
Active: Jane Doe Defeats Joe Smith in Community Chair Race

Wordy: Company A and Company B Announce New Strategic Partnership,
Which Company Executives Say will Enable Distribution in European
Retail Markets
Concise: Company A*and Company B* Partnership Opens Distribution to
European Retail Markets

News Releases
 Lede (lead) Components
  5 Ws and the H
  Avoid Repeating Headline Verbiage
  Inverted Pyramid

Lede

News Releases
 Lede Examples:
Veer Consulting Principal and Managing Director Dave Ryder has been elected to
the board of directors for the Greater Arizona Chapter of the National Society of
Arts and Letters (NSAL). He will serve as two-year term starting in September.

Hotly debated payday loans are coming to an end in Arizona, and now thousands of
consumers who became entrenched in the lending cycle must learn to live without
them.

Widely acclaimed as a gift book for pet lovers, Life to the Max: Maxims for A Great
Life by a Dog named Max, is now being celebrated by parents nationwide for its
inspiring message, thoughtful writing and visual presentation.

News Releases
 Lede Examples:
Rhonda Allison Cosmeceuticals has introduced the RAW Abyssine Shaving Gel as
part of its new RAW men’s line, an integrated skin care system designed
speciﬁcally for the active man. The aloe- and glycerin-based gel formula works to
improve skin hydration, reduce negative skin reactions and irritations, repair
damage and leave skin feeling cool, soft and refreshed.

Rhonda Allison, a pioneering professional cosmeceutical skin care company, has
appointed ﬁve master aestheticians to provide continued education in advanced
aesthetics to skin care professionals throughout the United States and continue its
expansion in various markets.

Laura’s Gourmet Granola, a chef-created, artisan granola company out of the
West, will make its debut at the 56th Annual Summer Fancy Food Show, June 27-29
at the Jacob K. Javits Center in New York City.

News Releases
  Body
  Length
  Content
  Clear and Concise
  Believable Quotes

Body

Media Pitching
Why?
  What is it?
  When do you pitch?
  Who is on the receiving end?

Media Pitching
Media Pitch Components
  Newsworthy Angle
  Personalized Content
  Expert Credentials
  Target Audience/Value for News Audience
  Media Opportunities
  Visuals

Media Pitching
Media Pitching Examples (Bad):
Dear Editor:

Our company is having a ribbon-cutting ceremony on July 1. Can you cover the
event? All of our employees will be there, and we are very excited to showcase our
new building. It’s happening at 3pm at 333 E. 3rd St.

Hey Ash,

People are getting sick everyday from eating peanuts. You should interview the
CEO of the Allergy Factory to learn what you can do about it. He knows everything
there is to know about the dangers of peanuts. Please let me know when you would
like to interview him. He is busy next week, but maybe the week after.

Media Pitching
Media Pitching Examples (Better):
Hi Jeﬀ,

Hope your week is going well. I wanted to run an idea by you for Father’s Day or
summer backyard barbeque. Since it’s peach season, perhaps Chef Laura Slama of
Celebrated Cuisine could demonstrate how to make her Peach and Bourbon BBQ
Sauce, and how it can be used on chicken, pork, salmon, or ribs.

Visuals:
 Recipe demonstration
 Peaches, salmon, chicken and pork on the grill
  Tess and Ryan can help build the sauce and each can choose a protein to grill

Please let me know if I can provide any additional information. Thank you for your
time.

Blogs
Blog Writing
  Why Blog?
  Know Your Audience
  Telling Your Story
  Be Authentic
  Be Transparent

  Write Strong Headlines

Blogs
Examples:
  Imperial Sugar: http://bit.ly/ImpSugar
  Mint.com: http://www.mint.com/blog/
  IBMers’ Blogs: http://www.ibm.com/blogs/zz/en/
  MailChimp: http://www.mailchimp.com/blog/

Social Media
Tell Your Story through Social Media
  Know Your Audience
  Understanding the Platform
  Tone and Style
  Tying it all together

Social Media
Twitter
  Writing Your Proﬁle
  Best Practices for Businesses
  Self Promotion Do’s and Don’ts
  Two-way Communication

Social Media
Twitter Examples:
Bad: Buy my new book on writing for PR here:
www.reallylonglinkinsertedrighthere.com

Good: What are your PR writing pet peeves? My 2 cents, please share
yours: (short link)

Good: Retweet this post and get 50% oﬀ my latest book discussing PR
writing best practices! (short link)

Social Media
Facebook
  Writing Your
Proﬁle
  Engaging
Through Posts
  Interact and
Share Your Wall
  Pages vs.
Personal Proﬁles

Social Media

Facebook Examples:

Social Media
LinkedIn
  Utilizing
Your Proﬁle
  Answering
Questions
  Share

Resources
Blogs and Online Tools:
  Copyblogger: www.copyblogger.com
  Web Ink Now: www.webinknow.com
  Brian Solis: www.briansolis.com
  Mashable: www.Mashable.com
  Gobbledygook Grader: http://gobbledygook.grader.com/

Let’s Connect
Andrea Aker Beth Cochran
Aker Ink Public Relations Wired PR
www.akerink.com www.wiredprgroup.com

andrea.aker@akerink.com beth@wiredprgroup.com
Twitter: @AndreaAker Twitter: @BethCochran
Facebook.com/akerink Facebook.com/wiredpr
Linkedin.com/in/andreaaker Linkedin.com/in/bethcochran

Writing for PR and Social Media - Andrea Aker & Beth Cochran

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