Many of us turned to Facebook and Twitter to catch the latest updates on the initial events and everything that transpired afterwards. As we skimmed through our feeds, remember when all the sudden a random sales pitch would come up in the middle of news about death and tragedy? Even though I fully understand why it happened-in most cases, it was probably a scheduled post that didn’t get deleted because you scheduled it a month ago and moved on to other activities.

In the moment, understanding how it could happen doesn’t make those sudden, out-of-place updates any less annoying and even jarring. This is not a feeling you want people to have when they think of your brand.  

When tragedy strikes, one of the first thoughts on a business owner’s mind should be making sure they are not broadcasting messages that would be inappropriate in the given space and time. Many of us schedule our social media updates and then think “oh, that’s done.” Those posts can and should be deleted in the time of a national or local emergency. This includes blog posts the day of the event and perhaps even the day after a major tragedy.

Don’t manage your own social media? Don’t panic, just communicate. If you have someone else managing your social media such as a marketing agency, I advise you to discuss this with them. Find out what arrangements can and should be made to delete scheduled posts in the event of an emergency. This should be part of the initial negotiations and a service that is offered, in my opinion. It may cost a small amount beyond your monthly contract for the extra time it will require, but it is well worth it to protect your brand from creating negative feelings in the social media world.

Check the link for the launch press release.
2013 StartUp Cup launch Press Release

Here are a few scenarios where I tell clients they need to re-examine their website copy:

Traffic problems?

I don’t mean the roadway kind! You or an SEO consultant should regularly monitor your website traffic to determine how many people visit your site, from where, and what search terms brought them to your site. If any of these results surprise you or are not what you need to grow your business, it’s time to examine your SEO.

Using sites such as Google’s keyword tool, you can determine what keywords your site currently generates and you can develop ideas for new keywords if necessary.

For example, when I examine the suggested keywords for my website JamiesNotebook.com, I’m pleased that keywords such as business blogger and website writer appear high on the list. If I got suggestions for keywords related to the printing industry or another industry that might use words similar to what I use, then it would be time for me to reword my website to include better keywords. I also received feedback for terms I wasn’t using very much that might help me.

The only constant is change

There are many other reasons to revise or replace your website’s words:

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  Photo courtesy of Stock Free Images

  If you rebrand your company, the website needs new text to match that branding. Even if the branding changes are subtle, the written way you convey that message should also change.

• If you get a website redesign, you need new copy throughout the site. Even if the information is essentially the same, reword it slightly. Customers will notice if the website design is new but the website words are old.
• If you make any changes to services (additions, deletions or modifications), you need to update any pages that mention the services. As obvious as that may sound, remember that it’s not just the services page. The website should mention your product and services throughout its pages and any related pages should receive an update if those services or products change.
• If your staff changes, that information needs altering on the website. If the website features someone who no longer works at the company, it is unprofessional and potentially confusing. If someone new steps into a role that you determine the website should include, be prompt about adding that person. If your website mentions your staff anywhere besides the “About Us” page, that should also receive an update
• If you haven’t made any changes to your website in a few years, you need to refresh both the design and the copy. It’s the virtual window into your company and it should be fresh, accurate and updated.

What’s your story?

Need help writing your website? I work with many web design agencies in Northwest Arkansas and can help you create SEO-friendly, engaging website copy that best fits your brand.

“A weekend retreat designed to help women better understand their identity and self-concept is coming to the region for the second time this October.
Captivating Heart  is in its second year and will be Oct. 11-13 at New Life Ranch in Colcord, Okla. (about 10 minutes west of Siloam Springs, Ark.). Sponsored by Strings Attached Ministries, the retreat is based on the book Captivated by John and Stasi Eldredge.”

To find out more about Captivating Heart and several fundraisers coming up to support the event, read: Captivating Heart 2013 Press Release (PDF).

I still work part-time in the news industry but I also write press releases through Jamie’s Notebook. I use my knowledge of what a reporter and editor needs to craft press releases that have a higher potential of getting media attention. I recently asked my newsie friends to help gather the biggest “do’s and don’ts” of writing and sending an effective press release.

Here’s what we came up with:

Planning the press release

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  Focus on what the reader/viewer would want to know, not what you think is most important to share about yourself.

  Choose what contacts to list wisely. You need people who are knowledgeable but also who will be available for comment (and actually return messages in a timely manner). If your CEO is hard to reach, don’t put that person as the contact person.

• Timing is everything. Make sure you have enough time to get the planning done so that you’re not rushed and the next stages don’t get cramped.
• Make sure to get quotes both written and approved before writing the press release. Quotes need to be interesting and actually say something of importance and relevance.
• Keep in mind that this press release is designed for the media’s target audience and is more about what they want to read/hear/see. It’s not about you or your organization and what you think is important. Press releases will only be used if the value to the media’s end user can be proven. Think, “how does what I want to share affect them?”

Writing the press release

• If the press release can be used immediately, write “For Immediate Release” at or near the top. If it’s embargoed information, make sure that is listed with clear instructions. Press releases with no notation either way are assumed to be immediate release.
• Write like you were talking to the average person. Avoid industry jargon and specialized technical terms. If you must use technical terms, define them in the press release. Really avoid trying to sound smarter by using buzzwords. They muddle understanding and just sound silly.
• Write the press release like it is a news story, not an advertisement. Don’t fill it with self-congratulatory language. Everyone thinks they are the best, just share the information.
• Create an “about” section at the end. This is where you provide company or organization information that tells the reporter more about who you are without filling the press release body with lots of details to wade through.
• Use correct grammar and capitalization. Think that’s obvious to most folks? You would be surprised. Keep in mind that when you were in elementary school your teacher probably told you that “capital letters are to show the reader that something is important.” To a child, that’s correct and simple. An adult should have an understanding that capitalization rules exist (preferably use the news industry’s rules rather than your industry’s rules on this).
• Don’t use a lot of formatting, especially tabs. Place double spaces between paragraphs (but single space within the paragraph).
• Timing is everything. Make sure you allow enough time to get the release written and approved by the necessary people.
• Don’t insert hyperlinks and photos into a document. Write out the URL and share photos or images as an attachment.
• Write a headline that clearly identifies the news offered in the press release.

Sending the press release

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  Reporters and editors get very full email inboxes. Make your email stand out for the right reasons.

  If at all possible, don’t send it to every single person in your news media list. Send the press release only to the news media who might be interested. For example, don’t send a story about a social event to a business publication unless there is a strong business angle.

• Many news agencies have press releases go to a general “news@” account and every single employee gets the email. If you know of a specific reporter who works that beat, make sure to send them a copy to make sure they don’t overlook it in the sea of emails.
• Attachments can be tricky to open, especially in newsrooms that may or may not have the latest updated software. Paste a copy of the release in the email body.
• Write a short email introducing the topic and if you are familiar with news judgment, perhaps even suggest a few possible news angles. There is a fine line, however, between telling a reporter how to do his or her job and offering ideas to jog creativity … be careful! (Think: do you like it when strangers tell you how to do your job? No.)
• Put the subject line of the email the title of your press release. Do not just say “press release!”
• Timing is everything. Notice I keep saying that? Never send a press release the morning of or evening before an event. Give them plenty of time to plan but not so much that it gets lost in the shuffle.

Two examples

(Slow to load, sorry!)

You can also check out the “press release” category on this blog for more examples of press releases I’ve written to give you ideas.

What’s your story?

Do you have other ideas for writing a good press release that you would be willing to share? Leave a comment and join the discussion!