Press ReleasesWhat is a press release?When would you use it?What is the difference between a feature and a press

release?

Press releases and FeaturesA feature, in PR writing, is similar to a press release in that it’s a story pitched to members of the media in hopes of getting exposure for a person, organization, or website. Features can also be formatted similarly to a press release, and are even distributed in a similar way.

Despite their similarities, features and press releases have a few key differences. First of all, while press releases are designed to pitch news stories, features pitch evergreen content (information that doesn’t become “stale” or irrelevant, or at least not quickly).

Another difference between press releases and features is in the distribution. While press releases are often distributed to as many media outlets as possible, many features are targeted to one particular newspaper, magazine, website, or other outlet.

The third big difference between features and press releases is in their intended use. While press releases are supposed to inspire further research to allow journalists to develop a custom story, features are designed to be published as-is.

QuestionsWordsLook at the press release you have been given, highlight

any words that stand out to you.Why do they grab you?What is interesting about the way these words are used?Do you think they work with the release?Can you think of any alternative words?

FormulaIs there a pattern / a formula to how the release is

written?

HeadlinesHow do you think the headline should be written?What should be included?Why is it written this way?

Headlines

OCEAN’S 13WHAT ARE THE ODDS OF GETTING EVEN?

Make the heading catchy, you want to grab the journalists attention

Opening paragraphWhat should and shouldn’t be included in your opening

paragraph?What is the most important and least important pieces of

information?How do you think it should be formatted and why is it

formatted this way?

Opening paragraph

Round up the boys and prepare for the biggest heist this summer on DVD! Warner Home Video reunites George Clooney, Brad Pitt and Matt Damon and introducing the legendary Al Pacino to the all-star line up, Ocean’s 13 guarantees to add glitz, glamour and double-crossing to any DVD collection and is available to buy on DVD from XXX.

Play with words What is the product?

Who is the announcement from?Grab the attention with any big names

When is the product released?

The most important information should be presented in the first paragraph, the journalist will only read this and the final few sentences at the end of the press release.

Communicate the 5 Ws and the H. Who, what, when, where, why, and how.

Body

The original team are back together, this time it’s personal! Las Vegas casino legend Reuben Tishkoff (Elliot Gould, Friends, Bugsy) and long time friend of Danny Ocean (Clooney, The Good German, Good Night and Good Luck) plans to open the most lavish casino of all time, until he is double-crossed by his partner Willy Bank (Pacino, Heat, The Insider). The shock puts Reubean in hospital where Ocean and the boys promise to sabotage any idea of success Bank has for his open night.

The most ambitious of all Ocean’s plans sees him swallow his pride and seek help from former love rival and mark Terry Benedict (Andy Garcia, Smokin’ Aces, Ocean’s Eleven). Their strategy for bringing ‘The Bank’ down is twofold. Step one, bring total financial ruin by manufacturing a series of scams including trick-card shufflers, disrupting the roulette wheels and faking an earthquake - all constituting in making sure the house loses.

The second phase and knock out punch is to humiliate and embarrass Bank’s reputation as the only hotelier to earn the Royal Review Board’s Five Diamond Award for every one of his hotels. Revenge is sweet as the boys set out with an elaborate plan to convince the hotel reviewer not to give the new casino and hotel the award.

Three paragraphs about the product

Make the sentences short and easy to read

Wrapping it up!How do you wrap up a press release?Why is it done this way?

Wrapping it up!

Role the dice and place your bets - make sure you are part of the winning team this September with Ocean’s 13 out on DVD!

-ENDS-

Notes to editors:Company detailsTelephone numbersWebsite addressAny further important details that need to be communicated

Remind the journalist of what the product is

When is it released

Playing with words again – makes it more interesting to read

Notes to editors = any further important info

Indicate you have finished the press release

Putting it togetherYou have been given an envelope, inside consists of a

press release that has been cut up.In your groups you have 5 mins to put it back togetherWhich team is going to win?

Campaign Case StudyDay to remember for fans of Bowie

Campaign: The Next Day

Client: David Bowie

PR team: The Outside Organisation

Timescale: January 2013

Budget: Less than £10,000

Objectives

To re-launch Bowie’s music career

To set up the release of the album and its first single Where Are We Now? in the UK media without revealing its existence in advance

Strategy and PlanTo re-launch Bowie’s music careerPiggy back on David Bowies 66th birthday

“Bowie stressed he would not be doing any promotion other than appearing in videos, including no interviews, with secrecy ahead of the launch of the utmost importance.”

Present Bowie as a modern renaissance man

To set up the release of the album and its first single Where Are We Now? in the UK media without revealing its existence in advance

Selected media were told to set their alarms for 5 am when there would be a news release.

Off-the-record conversation with the heads of prime time TV slots

Huge buzz was created about the mystery ‘story’ that was going to break at 5 am.

Measurement and evaluation“The story was covered in all UK national

newspapers, including The Financial Times and on the front page of The Independent. There were multiple page pieces in The Sun and Daily Mirror, among others. Other coverage included Sky News, BBC News, ITN and Channel 4 News. The launch was also mentioned in the Houses of Parliament.”

PRWeek

ResultsThe Next Day is the UK’s biggest-selling

album of the year to date, with the announcement getting 104,000 likes on Bowie’s official Facebook page.

The campaign has been shortlisted for a PRWeek Award in the Culture, Media and Sport category.

PR Week