Anatomy of a News Release

Tap Current Best Practices, From Lead to Boilerplate


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Category: Techniques & Tactics

Prose is architecture, Ernest Hemingway famously said. It’s not interior design.

So: Are you building a compelling foundation for your PR pieces? Or are you still using structural techniques you learned when you were 19?

Here’s the bad news: The story structure you’re using today probably isn’t helping you get the word out via media relations. In fact, the traditional news structure reduces readership, understanding, sharing and engagement and — according to a study by The Poynter Institute — does “not work well with readers.”

Here’s the good news: In this webinar, you’ll learn to use a structure that’s been proven in the lab to grab readers’ attention, keep it for the long haul and leave a lasting impression.

Specifically, you’ll learn how to:

  •          Decide between triangles, boxes or lists: Choose a structure that increases readership, engagement and sharing. (Hint: The structure you’re using now is probably doing the opposite.)
  •          Steal a trick from The New York Times: Trade in your bloated fact packs for snappy synthesis leads.
  •          Build a better benefits lead with our fill-in-the-blanks approach.
  •          Avoid PR 101 leads: Still stuffing all those W’s and the H into the first paragraph? Still writing “XYZ Company today announces that …”? It’s time to move on to a more effective approach.
  •          Beat the boilerplate blues: Here’s one way to stay off The Bad Pitch Blog.

Presenter

Ann Wylie, president, Wylie Communications

Photo of Ann Wylie

Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.

           

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