The former national security adviser speaks with Scott Pelley about China, Russia, his decision to serve under President Trump and a host of other topics in a wide-ranging interview. A high school in North Dakota was the scene of a double surprise as a twin brother and sister were crowned homecoming king and queen. My comment: Pretty good for a high tech press release. Sharpie Liquid Pencil revolutionizes the classic, tried and true writing instrument - the pencil - with cutting-edge liquid graphite technology that writes smooth like a pen but erases like a pencil, eliminating the frustration of broken or dulling pencil leads. The online Apple Store also offers a wide selection of third-party products and is the only place online to buy the iPod nano® (PRODUCT) RED. Live updates: Trump's doctor says he's "not out of the woods", O'Brien: Trump transfer of power "not something that's on the table", Battleground Tracker: Trump and Biden even in Ohio, and Biden leads in PA, October Surprises: Revelations and roadblocks to victory, A timeline of Trump's travels prior to his hospitalization, Chilling details revealed in JJ Vallow and Tylee Ryan deaths, Alumni at Barrett's undergrad school sign letter of concern, Ex-MLB player sought in woman's killing found dead in Grand Canyon, Battleground Tracker: Latest polls, state of the race and more, 5 things to know about CBS News' 2020 Battleground Tracker, CBS News coverage of voting rights issues. When you do, it’s a good indication that you need to go back to the drawing board and re-write. © 2020 Forbes Media LLC. ICE Limitations. The length of a press release should be limited to ~ 500 words of single-spaced text of 10-12 point font. Then answer the five Ws in the first paragraph. 2. Eliminate the biz-blab and you've got a fairly interesting little story. How can people find out more? If you like, I can do some rewrites in a future post. Why is this research important? BTW, note how well this press release dovetails with the branding philosophy propounded by Newell Rubbermaid's head of global sales in the post "Interview with a Sales Superstar.". Incorporate quotes from someone central to your message–the CEO, for example. Avoid using long sentences and paragraphs. "That kind of thing just doesn't happen," Miller said. That's about it for press releases, at least for now. And I assumed (probably rightly) that the company's marketing team was a bunch of idiots. Press releases have a pretty strict format, upon which journalists rely. (I'll bet that a reporter wrote this release.). But how to pull it all together? Why the extra verbiage? The online Apple Store also lets eligible students and faculty members take advantage of special education pricing on Apple products. Florida's Amendment 4 restored voting rights to as many as 1.4 million felons who had completed their sentences, but then things got complicated. A press release or news release is a written or verbal communiqué directed at members of the news media for the expressed purpose of announcing something newsworthy. All Rights Reserved, This is a BETA experience. Also starting today, customers in China can access Apple's legendary App Storeâ„ in Simplified Chinese, with localized featured apps and charts of the most popular paid and free apps in China. Market data provided by ICE Data Services. Apple is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices. Having written an introspective new memoir, "Let Love Rule," the Grammy-winning singer talks about his struggles with identity, the road to rock stardom, and his extended, blended family. In a conversation with Trump voters in West Virginia, senior correspondent Ted Koppel discusses their views on the president’s COVID-19 diagnosis, and explores the increasing reliance on partisan social media sources for one’s news. A press release is not a marketing tool or an advertisement. New study shows 72 percent of U.S. adults surveyed identified bad mobile phone behavior as one of their top pet peeves, but only 18 percent admit to engaging in it. If you’ve lost your line of thought, are confused in your messaging or if you’ve put in an excessive amount of detail, you will “hear” it in this exercise of reading out loud. Paste the whole press release in the body of an email and include it as an attachment as well. Forty-nine percent of adults between the ages of 18 and 24 have tripped or walked into something while walking and texting or e-mailing on their mobile phone. It is usually sent to journalists and editors who may use the information to write a news article . If sending hard copy, the text should be double-spaced. They are mostly used to advance your message, enhancing what was said to support and underscore the importance of the event that prompted your press release in the first place. "We are thrilled to open our newest online store in China," said Tim Cook, Apple's COO. It should “flow” and be pleasant to the ear. The following is available as a download in PowerPoint or PDF format. News provided by The Associated Press. A press release is the quickest and easiest way to get free publicity. The media are more likely to consider doing a story idea if they first receive a press release. Correspondent Rita Braver hears from working mothers who describe a climate of discrimination, and examines how this challenging new work dynamic may actually set back advances that have been made in bringing equality to the workplace. The more newsworthy the press release copy, the better the chances of it being selected by media for wider dissemination. "CBS This Morning: Saturday" host Michelle Miller reports. Rescuers gave the little survivor a fitting name: Trooper. "With personalized engraving, configure-to-order options and free shipping on everything, the Apple Store is a great destination for our customers in China.". Universities and most other organizations typically have their own public information and media relations units through which you can work to create a press release. My comment: Again, not too bad, but it still has some biz-blab, which I've boldfaced. Apple leads the digital music revolution with its iPods and iTunes online store. Worst case, a badly-written press release simply makes your firm look clueless and stupid. Powered and implemented by FactSet. Start with the date and city in which the press release originates. A press release is a written statement to the media. The press release body copy should be compact. "It solves the No. The third one (from Microsoft) is an excellent example of how to write a press release that will intrigue reporters and editors. And that can mean new prospects contacting you asking you to sell to them. But if the event you’re describing is boring, or of no interest to a wider audience, there’s a good chance your press release will go nowhere. However, most press releases never accomplish that. 1 consumer dissatisfaction with mechanical pencils - breaking leads - while also giving users the added confidence of stronger, darker lines that stand the test of time, plus the ability to erase and edit as they go.". First published on November 10, 2010 / 5:08 PM. In 2002, I co-founded EuroBusiness Media (EBM), a leading communications agency specialized in strategic messaging. They should be written in the third person and should always begin with the name of the city from which the piece originates, and the date it is being issued. Impact 50: Investors Seeking Profit — And Pushing For Change. Communicate the “5 Ws” (and the H) clearly. For your news to be useful to a journalist and result in a written article, a press release needs to be like a news story itself–with the journalist as your audience. Election Day could turn into "Election Week" with rise in mail ballots, $2.2 trillion HEROES Act would provide second stimulus check, Some sparkling water brands have PFAS chemicals, study finds. Avoid repetition and use of technical language and jargon. What is TikTok? Also note the absence of biz blab. Strive for simplicity with no wasted words. When was the research carried out? If well written, a press release can result in multiple published articles about your firm and its products. Updated on: November 10, 2010 / 5:08 PM Quotes in press releases have some flexibility: they don’t have to be a verbatim account of what was actually said. Both are available wherever office products are sold beginning in September. A quote from the lead researcher may add context to the findings. Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. What would have made this release stronger would be some reason for the reader to care. A heat wave helped fuel a ferocious spate of fires, costing people their homes and so much more. The Sharpie Liquid Pencil joins the Sharpie Pen as the brand further expands from permanent markers into near-neighbor categories. Key findings from the study show the following from the surveyed adults: Seventy-two percent identified bad mobile phone behavior as one of their top 10 pet peeves, but only 18 percent of mobile phone owners admit they are guilty of displaying such behavior. What happens if the president doesn't accept the election results? I work with the largest global companies, helping CEOs and business leaders, from message creation to high-impact delivery. Your press release is the basis for the article a journalist will write, or for a TV or radio segment the journalist will broadcast. Typically, these press releases are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, online media, television stations or television networks. The national security adviser said the White House medical unit is conducting contact tracing to determine how Mr. Trump became infected with COVID-19. What follows are three examples, pretty much picked randomly, which show how it's done. Step 1 in Writing a Press Release. The lead, or first sentence, should interest the reader and say concisely what the research study found. The pandemic has put many working moms in an impossible situation – doing their own jobs as well as those of teachers and childcare workers, on top of housework – and some women are finding their careers in jeopardy as they balance the demands from employers with their children's needs. Writing the Headline – A Headline Has 4 … WRITE THE HEADLINE It should be brief, clear and to the point: an ultra-compact version of the press release’s key point. Its purpose is to advise journalists on an event in the hopes that the media will pass the information along, and share news about your business. I am a bilingual Franco-American financial journalist, with more than 20 years' experience in financial television. Most U.S. adults indicate they have witnessed examples of bad mobile phone behavior, yet relatively few have admitted to engaging in such behavior themselves. The Sharpie Pen doesn't bleed through paper and is perfect for everyday writing. Correspondent Chip Reid looks back at major events and revelations that could have altered the course of history (and usually didn't), and what recent news – a SCOTUS vacancy, Trump's taxes, a chaotic debate performance, and coronavirus – might mean for the November vote. As a reporter, my immediate response to that press release was that it's not important because it expended an entire sentence saying absolutely nothing. What was found? The release (which came with a bunch of print-ready and web-ready photos of the launch) is packaged as a story about how people use phones and then positions a Microsoft product as part of the solution. Talk about low-hanging fruit! They’re called “The Five Ws”: Who, What, Where, When and Why. Apple's online store in China features free shipping, free personalized engraving on any iPod® or iPad, and the ability to custom configure any Mac® with just a few clicks. If you’re not sure your press release is clear and well-written–or worse, you fear it may be boring!–test it by reading the document out loud. These units often appreciate it when a draft of a press release is provided to them that the researcher has created. A professor has stood the test of time by still teaching the ancient classics, only now he's using 21st century technology to do it. But his physician is "cautiously optimistic," and Trump said in a four-minute Twitter video on Saturday night that he is feeling "much better.". / MoneyWatch. Sharpie Liquid Pencil features a line width comparable to a No. For example, a while back I received a press release containing the following sentence: "Release 6.0 doubles the level of functionality available, providing organizations of all sizes with a fast-to-deploy, highly robust, and easy-to-use solution to better acquire, retain, and serve customers.". And, let's face it, a 6.0 release of a product probably isn't all that important. Start with a concise catchy title that briefly sums up what the press release is about. Include hard numbers. Nineteen percent of phone owners between the ages of 18 and 24 have dropped their phone in a toilet. However, I've boldfaced the nonsense words which attempt to create excitement but which actually fall flat. Keep it short and to the point. But if your event is interesting, if you’ve covered the five Ws, and if your press release resembles a news story itself, your chances for success are vastly increased. Luckily there are plenty out-of-work reporters out there right now. In the wake of President Trump's COVID-19 diagnosis, "60 Minutes" correspondent John Dickerson reflects on how the power and profiles of vice presidents have grown in recent decades, Unexpected events occurring late in presidential campaigns have the potential to define or alter the course of an election – and in 2020, they've gotten an early, whiplash-inducing start, The Grammy-winning singer, with an introspective new memoir, "Let Love Rule," talks about his struggles with identity, the road to rock stardom, and his extended, blended family, A look back at the esteemed personalities who've left us this year, who'd touched us with their innovation, creativity and humanity. If the release results in an article that (for instance) appears to recommend your firm or your product, that article is more likely to drive prospects to contact you than a comparable paid advertisement. And he or she is going to want to cover the five bases their editors want covered in every article. There are a few options regarding when and how to issue your press release: 1. What's more, press releases are cost effective. How do I vote in my state in the 2020 election? The American Kennel Club has released its latest list of the nation's most beloved breeds. Make sure that you or another contact person is ready to respond to any questions. Critic David Edelstein recommends some of the latest non-fiction films available via on demand and streaming, from music and nature to social issues and politics. 2 traditional or mechanical pencil but there is no lead to break, never a need to sharpen and it won't smudge or smear. But all too often, businesses turn their press releases into self-congratulatory announcements that journalists ignore and discard. The App Store offers iPhone, iPad and iPod touch users access to the world's largest catalog of apps with over 300,000 apps in 20 categories including games, business, news, sports, health, reference and travel. © 2010 CBS Interactive Inc.. All Rights Reserved. For example, if they'd positioned this as something fitting into a larger trend about buying high tech in China, they would have gotten far more coverage. A press release is not a marketing tool or an advertisement. If your institution or organization has a media or public relations unit, the people who work there will be of great assistance; however, you can help them by providing some key facts. Most press releases are just spray and pray. This is best left to internal communications, your newsletter to partners, or, occasionally, to social media. "This is just what we do around here when someone in our community is in need of help," a family friend said. I have conducted over 4,000 face-to-face interviews. The Central Idaho Dark Sky Reserve, draped over nearly one million acres of wilderness areas and the Sawtooth National Forest, is a major draw for amateur astrophotographers capturing the heavens. Sixty-nine percent of mobile phone users between the ages of 18 and 34 have used their phone while in bed. The first two have a little biz-blab in them, but are still reasonably effective. There is no guarantee that even the best-written press release will be picked up by the mass media and turned into a news story. You may opt-out by. Trump's $300 in weekly jobless benefits extended to 6 weeks. "He said, 'You're getting paid what you deserve, and what you're worth.'". Local newspaper, television, and radio affiliates that routinely report news and current events. 60 Minutes reports on the construction firm that earned billions of dollars in government contracts after working with a conservative fundraising campaign accused of fraud to build sections of the border wall on private land that engineers say will likely fail. My comment: This is more like it. If it’s not clear in the headline and first few sentences, you’ve lost your chance. Before getting into how to write a press release, you must know an actual press release definition. Your in-house charity bake sale results may mean a lot to your employees, but not to a journalist. “For immediate release,” meaning anyone can share the information as soon as the press release is issued. The unique pressurized liquid graphite was especially designed to write on paper and is erasable for up to three days, after which it becomes more permanent. In some situations, you may want to give certain publications and outlets access to your information before you release the press release to the general media. As I explained in the post "Why Marketers Speak Biz Blab", the BS words are simply a way to try to make something unimportant seem important. CUPERTINO, California-October 26, 2010-Apple® today introduced the Apple Store® in China (apple.com.cn), the easiest way to shop online for Apple products including the revolutionary iPhone® 4 and the magical iPadTM. Unexpected events occurring late in presidential campaigns have the potential to change the course of an election – and in 2020, they've gotten an early start. Any good reporter will make the release look like a story, which means it's more likely to be picked up and republished. Although consumers love their phones, there is growing annoyance with the distracted behaviors people exhibit while their heads are buried in their phones. Shows and movies you'll want to stream soon. “Under embargo,” meaning the information is released to journalists who can use it in a story only at a specific date and time designated by you, the issuer. Just in time for the holiday shopping season, signature gift wrap is available with the purchase of most Apple products including iPod, iPad and iPhone. Your university or organization’s public information, public relations, or media relations office – consider calling or emailing there first; if your work was performed at, or sponsored by the university/organization, it will want to be prepared for any response that the press release generates.

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