The Press Release

1
The Press Release

• OrI hate writing them. Cant I just send a
  text message? LOL.

2
Whats a Good Lead?

• It focuses on one aspect of a story only
• So, when youre writing a release, understand
  Whats the story?

It was a sweltering summer evening. Beads of
sweat dropped from the tip of Heathers nose,
landing on her heaving chest. She knew if she
was sweating like a pig, her underarms would
continue to smell like cherries, thanks to the
new Apex Cherry Antiperspirant
3
Pick one aspect of the Apex Antiperspirant story

• Is it the company deciding to rebrand?
• Are they kicking off their new brand with a
  fashion show?
• Is it a retargeting to a new public/market?
• Is it a partnership or spokesperson announcement?
• AND MAKE THAT YOUR LEAD!

4
And Theyre Off and Writing

• And, its Who in the lead, followed closely by
  What, When, Where and Why. They cross the bridge
  into the second paragraph, where the lead is
  expanded. As they go into the second page, a
  slug crosses to the center

5
Is it a Scheduled Fashion Show to Kick-off the
Rebrand?

• The star of The Snorting Life, Britney Wearing
  (who), will host a fashion show (what) for her
  deodorant company, the Apex Cosmetic Company, on
  Tuesday, April 3 (when). The event, to be held
  at the Sheraton Hilton (where), will unveil the
  40 year-old cosmetic companys new look aimed at
  targeting a younger demo (why).

6
Britney Wearing What is She Wearing?
Britney Wearing, showing off her impeccable
fashion sense during a recent visit to her
ornithologist, told reporters she will spearhead
the drive to rebrand her familys products, even
though she admitted she never used. I dont
wear panties, why should I wear deodorant, she
once told reporters.
7
Is it Rebranding?

• The Apex Cosmetic company announced last week it
  has begun what it describes as a major rebranding
  effort (who, when, and what) in order to
  recapture lost market share. (why)The
  announcement was made by
  company president Israel Wearing
  at a press conference held at the
  Midtown Hilton (where).

8
A Toast to Success
Israel Izzy Wearing celebrating his companys
commitment to rebranding the companys stale
image. When asked how optimistic he was over the
companys new marketing push, the president was
reported to have said, I regret that I have but
one life to give for my country. Give me liberty
or give me death. Wearing was later released
from jail under his own recognizance.
9
Is It Retargeting a New Demo?

• In an effort to grab larger market share for its
  cosmetic (why) line, the Apex Cosmetic Company
  (who) is kicking-off (when) a new rebranding
  campaign (what) to increase sales within the
  18-24 year-old demographic (why).

No kidding?
10
Kicking Off to Success
Lord Howard Hertz, at the kick-off party for
The Apex Cosmetics rebranding roll-out. The
highlight of the event was the Kick A Field
Goal contest, with the winner getting an evening
with Britney Wearing (her idea). Oddly, no one
was able to kick the ball between the uprights.
Speaking of upright, no one was in that
condition by partys end.
11
Is it Announcing a Spokesperson or Partnership?

• The Apex Cosmetic Company and Pepsi-Cola (who)
  are teaming up to help college-bound high school
  graduates with college tuition (what). At a
  press conference held last week (when) at the
  Sheraton Hilton (where), representatives from
  both companies announced the partnership to raise
  scholarship money for needy high school
  graduates(why).

12
Spoke Persons Just Wheels in a Cog

• Claude Badly was once a high-priced spokesperson
  until a National Enquirer investigative reporter
  discovered Badly had once played for the New York
  Knicks.

13
But, A Good Lead Should Never Combine Stories

• The Apex Cosmetic Company has announced the
  kick-off of a major branding effort. It is also
  teaming up with Pepsi-Cola to form a fundraising
  partnership.
• (How can you rework this weak lead so that
  includes both stories into one strong lead?)

14
And, Make Sure You Use Good Transitions or Bridges

• Did I tell you about the guy who had so much
  bridge work done that he had to pay tolls every
  time he wanted to kiss
  a woman.
• (_at_!!?
• You know what they say --
  abscess makes the heart grow
  fonder.

15
Make a Smoother Transition From First to Second
Sentences

• The Apex Cosmetics Company is announcing the fall
  release of its new line of deodorants. Marketing
  research revealed to company executives that
  consumers had an overwhelmingly negative
  impression of the 40 year-old cosmetics maker.
• (Not a bad lead, but the transition could be
  better. Rework it.)

16
Britney Again Hard at Work
Britney Wearing making a smoother transition.
Actually, the vehicle was originally a 2008 BMW
750. It seems Britney was cut off by the
vehicle as she attempted to cross an LA street
to purchase some quarter pound cheeseburgers.
Ms. Wearing hunted down the vehicle and vented
her rage by using her Black and Decker Sander
and some 60 grit paper.
17
Next WeekBritney Says
Bonjour, mes ami. How you like my cherry
antiperspirant? Tres jolie, nest pas?