Press Release Writing Boot Camp

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Early Bird Rate Ends April 2
Government Rates Available


Transform your press releases into shareable, multimedia content that reporters need.

Press releases have been reborn in this era in which newsrooms have been decimated and brands have evolved into content producers. Join PR News at the historic National Press Club in Washington, D.C., on April 21 for its Press Release Writing Boot Camp, where you’ll learn how to craft the press releases that are most likely to be shared by your target audience and used by the journalists who matter most in your market.

View the Agenda

You can also register for PR News’ PR Measurement Conference, which will be held on April 20, also at the National Press Club.

In this interactive workshop, you’ll learn how to put storytelling concepts ahead of internal marketing dictates, clichés and jargon; write catchy, search-optimized headlines; manage internal and client edits that reduce the chances that a journalist will use your release; include multimedia elements and more.

What we’ll cover:

  • Why that old standby—the press release—still works, and how it’s changed
  • How to write potent, search-optimized news release headlines and leads that grab readers’ attention
  • Why and how many press releases ignore modern advances in technology
  • How to make your press releases work in tandem with the rise of social media
  • How to write for search engines

 

Schedule At–A–Glance


8:30 a.m. – 9:00 a.m.
10:00 a.m. – 10:15 a.m.
11:30 a.m. – 11:45 a.m.
11:45 a.m. – 12:30 p.m.
3:30 p.m. – 3:35 p.m.
REGISTER NOW

Early Bird Rate Ends April 2
Government Rates Available

Detailed Schedule


8:30 a.m. 9:00 a.m.

Breakfast and Networking

9:00 a.m. 10:00 a.m.

Grammar and Punctuation Essentials for Professional Communicators

The temptation to bang out written PR and marketing copy the same way you bang out texts on mobile devices intensifies with every passing day. This opening session will show you how to resist that temptation and avoid the poor grammar, misspelled words, sloppy punctuation and excessive jargon and acronyms that can damage your professional credibility—and the credibility of your brand communications.

We’ll cover:

  • Run-on sentences and segment fragments
  • Common punctuation errors that veteran communicators often make
  • Establishing logical sequences in sentence and paragraph construction
  • Omitting needless words
  • Developing your inner copy editor and being scrupulous about fact-checking, spelling errors and style inconsistencies
  • Knowing which online grammar tools to use—and knowing when not to use them

Speaker:

Jonathan-Rick
Jonathan Rick
President
The Jonathan Rick Group
10:00 a.m. 10:15 a.m.

Networking Break

10:15 a.m. 11:30 a.m.

Use the Right Metrics to Prove the ROI of Your Press Releases

At this session you’ll learn how to identify business objectives that you can influence through your press release initiatives, and build your media relations around those objectives. You’ll get case study examples of press release efforts that are tied to outcomes that move the business needle, and how key performance indicators are used to showcase the success of press releases.

You’ll learn how to:

  • Set outcomes and KPIs for your press releases that are tied to business objectives
  • Develop quantitative, desired outcomes that you can actually reach
  • Be specific about the stakeholders you’re trying to reach with your press releases
  • Select and use technology tools to track the desired outcomes/response to your press releases
  • Refine your strategy when the analytics tell you you’re on the wrong track with your press releases
  • Present data to senior leaders

Speaker:

NASCAR Headshots - New York
Jon Schwartz
Managing Director, Integrated Marketing Communications
NASCAR
11:30 a.m. 11:45 a.m.

Networking Break

11:45 a.m. 12:30 p.m.

Lunch

12:30 p.m. 1:15 p.m.

SEO Tips That Get Your Press Releases Found

We’ll kick off the afternoon with a discussion about search engine optimization and the various factors that must be taken into account to raise the profile of your press releases in Google search. You’ll also learn about techniques that can improve your search ranking and how to avoid “black hat” methods that can get you booted from Google searches.

You’ll learn how to:

  • Use keywords and meta tags effectively
  • Avoid overuse of keywords and links that can actually harm your page ranking
  • Understand Google’s SEO ranking factors
  • Optimize your press release headlines and lead paragraphs

Bonus Tip Sheet: How to Develop SEO-Friendly Content

1:15 p.m. 2:15 p.m.

The Press Release: Creating Content that Reporters Will Actually Read

Well-written, useful news releases remain an essential PR tactic for delivering information to journalists, bloggers and other media outlets. They provide shareable content that spreads your brand message online. Reporters and editors are increasingly forced to do more with less, and your well-crafted release can make their lives easier—and advance your communication strategy. Our trainers will show you how to craft search-optimized and shareable news release for the media-savvy consumers and downsized newsrooms.

You’ll learn to:

  • Craft releases that go beyond “what, where and when” to “why” and “why now”
  • Recognize when an item is press release-worthy
  • Use quotes that can become powerful brand messaging tools
  • Write potent, search optimized news release headlines and leads that grab readers’ attention
  • Communicate to the reporter’s audience from the reporter’s perspective
  • Communicate with your audience from their perspective
  • Write for your audience by focusing on the benefits to the reader of your product or service
  • Include key supporting materials that helps do the journalists’ jobs for them
  • How to make your press releases work in tandem with the rise of social media
  • How to write for search engines
  • Put storytelling concepts ahead of internal marketing dictates, clichés and jargon
  • Manage editing “suggestions” from senior leaders and clients

Bonus: How to Write and Syndicate an SEO-Friendly Press Release

Speakers:

Hillman_Elizabeth
Elizabeth Hillman
Senior Vice President, Communications
Discovery Education
Ronan_Dan
Dan Ronan
Senior Director, Communications, Media and Marketing
American Bus Association
2:15 p.m. 3:30 p.m.

Writing Clinic: The News Release and the Craft of Revision

Our press release writing trainers will assist you and your fellow attendees as you work together to revise sample releases selected from those sent in advance by Press Release Writing Boot Camp participants (all participants will need to bring a laptop or tablet). Our media experts will evaluate your final product.

Speakers:

Hillman_Elizabeth
Elizabeth Hillman
Senior Vice President, Communications
Discovery Education
Ronan_Dan
Dan Ronan
Senior Director, Communications, Media and Marketing
American Bus Association
Kern_Rebecca
Rebecca Kern
Reporter
Bloomberg BNA
3:30 p.m. 3:35 p.m.

Closing Remarks

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