A well-written press release is the most essential element of an effective public relations strategy.
This course is designed to give you the tools you need to write a high-quality, high-impact press release. The instructor has written hundreds of press releases for many different types of clients over the last 20 years. Through this experience, he has seen many of the challenges faced by marketing organizations and entrepreneurs that are trying to get their messages out into the media. With this in mind, he prepares you to avoid some of the most common problems that people make in issuing press releases, including:
The course gives you a proven approach for avoiding these errors and creating a press release that will get noticed by your target audiences:
Landing your press release in the news.
Photo by Per Foreby
This introduction asks and answers the most basic PR question: Why should you write a press release? The lecture includes a discussion of the value of press release as well some of the limits of the medium. The goal is to give you the ability to figure out how you should approach PR as part of your overall business strategy.
Press releases are part of a broader communications plan. They should align with communications strategy and overall business objectives. This lecture gives you some basic tools to assess what you need to do to use PR effectively.
This lecture gets into the mechanics of press release writing itself, looking at the components of a press release and how they work together to get your message across in a way that drives desired business outcomes.
Going into more depth, this lecture shows how you and make the style and tone of your press release optimal for making the right kind of impression on the media.,
This final lecture covers some ways to get your news out into the media, beyond basic wire service disribiution. Topics include building a media list and drafting a media query email.
Hugh Taylor has created marketing content for such clients as Microsoft, IBM, SAP, Google, Advanced Micro Devices, and Lockheed Martin. As Social Software Evangelist for IBM Software Group he developed a unique financial payback model to quantify ROI for social software in the corporate environment. The resulting paper received the Marcom Platinum Award for Whitepaper Writing. As Public Relations Manager for Microsoft's SharePoint Technologies, he was responsible for generating the “Billion dollar juggernaut" story that helped make SharePoint a high profile product for the company, generating over 800 pieces of press coverage in one year. He is a Certified Information Security Manager (CISM) and lecturer at the University of California, Berkeley's Law School and Graduate School of Information. He is the author of the books B2B Technology Marketing (2013), Event-Driven Architecture: How SOA Enables the Real-Time Enterprise (Addison Wesley 2009), The Joy of SOX: Why Sarbanes Oxley and Service-Oriented Architecture May Be The Best Thing That Ever Happened To You (Wiley 2006) and Understanding Enterprise SOA (Manning, 2005) as well as more than a dozen articles on business and technology.
Hugh is also a frequent speaker at industry conferences, including the Institute of Internal Auditors (IIA), the Microsoft Business Process Modeling and SOA conference, the HP Technology Forum, and IBM Rational DeveloperWorks. He has consulted with dozens of entrepreneurs and crafted business plans that have helped these new ventures get funded. He earned his AB, Magna Cum Laude from Harvard College in 1988 and his MBA from Harvard Business School in 1992. He lives in Cleveland, Ohio.