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Pr Press R ess Release Tips elease Tips Audio is only available by conference call Please call: 866-233-3842 Participant Access Code: 449932 to join the conference call portion of the webinar Friday, June 1 st 2018 1 OFFICE OF HOUSING

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Pr Press R ess Release Tips elease Tips

Audio is only available by conference call

Please call: 866-233-3842 Participant Access Code: 449932 to join the conference call portion of the webinar Friday, June 1st 2018

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Webinar Logistics

  • Audio is being recorded. The playback number along with

the PowerPoint and a transcript will be available on the HUD Exchange at

www.hudexchange.info/programs/housing-counseling/webinars/

  • An OHC LISTSERV will be sent out when the Archives are
  • posted. Posting will usually be within 7-10 days.
  • Attendee lines will muted during presentation.
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Questions & Comments

  • There will be Polling Questions. Please respond to

them.

  • There will be a Q&A period, as well as discussions
  • pportunities.
  • If so, The operator will give you instructions on how to

ask questions or make your comments.

  • If unmuted during Q&A, please do not use a speaker

phone

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Other Ways to Ask Questions

  • Please submit your text

questions and comments using the Questions Panel. We will answer some of them during the webinar.

  • You can also send questions

and comments to housing.counseling@hud.gov with the webinar topic in the subject line.

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Please Mute Your Phones During Discussions

  • During the discussions, all the phones may be

unmuted by the operator.

  • It is critical that you mute your phone during

these discussions.

  • Most phones have a mute function.
  • *6 Will also mute and unmute your phone.
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Brief Survey

  • Please complete the brief survey at the end of this

session.

  • Your responses will help OHC better plan and

present our webinars.

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Certificate of Training

  • If you logged into the webinar, you will receive a

“thank you for attending” email from GoToWebinar within 48 hours.

  • The email will say “This is your CERTIFICATE OF

TRAINING”. There is no attachment.

  • Print out and save that email for your records.

Thank you for attending our XX hour Webinar on XX. We hope you enjoyed

  • ur event. This is your CERTIFCATE OF TRAINING. Please print out and save

this email for your records. Please send your questions, comments and feedback to: housing.counseling@hud.gov.

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Get Credit!

  • Webinar materials will be posted on the HUD

Exchange in the Webinar Archive

– https://www.hudexchange.info/programs/housing- counseling/webinars/

– Find by date or by topic

  • To obtain credit,

– select the webinar, and – click “Get Credit for this Training”

8 5/15/18

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Andr Andrew ew Klain Klain

Public Relations/Research Manager Creative Marketing Resources (CMR)

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Today’s Agenda

  • Introduction
  • Goals and Desired Outcomes
  • Media Relations Recap
  • Press Release Format
  • Helpful Tips and Tools
  • GAME!
  • Questions
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OHC Webinar Goals

  • Demonstrate how to write an effective press

release

  • Explain how to issue a press release
  • Show how to pitch a press release to the media
  • Provide tips to save time
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Desired Outcomes

  • What we hope you get out of it…
  • Improve your HCA’s ability to communicate with local

media

  • Increase visibility for your HCA’s services in your

community

  • ULTIMATELY: More consumers using HUD-approved

HCAs

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Quick Media Relations Recap

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What Are Media Relations?

  • An important part of public relations
  • A company’s communications and relationships

with editors, reporters, journalists, and bloggers

  • Connections with newspapers, magazines, radio,

television, and Internet media

  • GOAL: Communicate your message, story, event,
  • r information to media outlets that talk to your

consumers

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Why Use Media Relations?

  • Creates exposure for your HCA
  • Adds credibility to your reputation or message
  • Influences consumer thoughts and opinions
  • Motivates consumers to take action
  • Costs less than advertising
  • Caveat: Nothing is guaranteed!
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Consumer Stakeholders

  • Renters
  • First-time homebuyers
  • People in default or foreclosure
  • Reverse mortgagors
  • Existing homeowners
  • Anyone else you serve!
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Basic Media Relations Tools

  • Press releases
  • Media alerts and advisories
  • Media interviews
  • Photos, graphics, charts
  • Social media posts
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What Is a Press Release?

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Understanding a Press Release

  • Also referred to as a news release
  • Used to disseminate information to the media
  • Ready-to-publish news story
  • 94 percent of editors and journalists use press

releases

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Sample Press Release

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Understanding a Press Release

  • Headline/Subhead
  • Dateline
  • Introduction
  • Body
  • Close (###, or -30-)
  • Boilerplate
  • Media contact information
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Headline/Subhead

“HUD LAUNCHES "HUD STRONG FAMILIES" INITIATIVE Effort helps strengthen family ties while promoting economic empowerment, educational

  • pportunities, and health resources”

MOST IMPORTANT PART OF RELEASE!

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Headline Tips

  • Write as if it Were a Front
  • Answer the Question

Page Article

  • Write the Headline Last
  • Use Active Voice
  • Harness the Power of
  • Use Appealing Data

Punctuation

  • Use Clever Headlines
  • Apply Alliteration
  • Paint a Picture
  • Answer “Who cares?”
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Dateline

“Washington (May 11, 2018) - …” Proper Dateline Formatting: https://www.newswire.com/blog/h

  • w-to-format-a-press-release-

dateline-with-ap-style

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Introduction

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Body

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Close

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Boilerplate and “###”

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Media Contact Information

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Why Write a Press Release?

  • It provides tips for journalists and bloggers
  • It’s cost-effective
  • It forms industry connections
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Understanding Your Audience

  • Media influencers receive multiple press releases

daily

  • Things journalists and writers favor:
  • Conciseness – not wordiness
  • Specifics – not generalities
  • Objective facts – not promotional writing
  • Honesty – not dishonesty
  • Candor – not evasion
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  • QUESTION: Have any of you created or used press

releases within the last year?

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Press Release Tips

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What Makes News “News”?

  • Your story must contain newsworthy information
  • Avoid promotional writing
  • Write about events, new hires, company changes,

new services

  • Include one or more news values to increase

media interest

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News Values

  • Proximity – Topics related to your audience’s

community

  • Impact – The more people your story affects, the

better

  • Prominence – Public figures have a higher news

value than others

  • Human Interest – Stories with an emotional

appeal

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News Values

  • Currency – Topics currently in the public spotlight
  • Conflict – Relevant contention
  • Bizarreness – Unusual or uncommon events
  • Timeliness – Recent happenings
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Writing Your Press Release

  • Know English grammar rules
  • Follow Associated Press Stylebook guidelines
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Associated Press Stylebook Rules

  • Except for dollar amounts, spell out numbers one

through nine; use figures for numbers 10+

  • One, five, eight, 15, 46, 10 million
  • When providing a list, no Oxford comma (no

comma before the word and in a list)

  • Press releases are cost-efficient, informative and

concise.

  • No superscripts when writing dates
  • The event is May 8 at 3:30 p.m.
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Formatting Tips

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Formatting Your Press Release

  • Single-spaced
  • Extra space between paragraphs
  • No indentation when beginning new paragraphs
  • As short as possible
  • 2 pages maximum
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Headings

  • NEWS RELEASE
  • Indicates what the document is
  • FOR IMMEDIATE RELEASE (or indicate future date

– FOR RELEASE: Date)

  • Indicates when it should be released
  • FOR MORE INFORMATION
  • Indicates who to contact
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Headline

  • Must entice the journalist to read further
  • Summarizes the story’s:
  • Locality
  • Main takeaway
  • Capitalized without punctuation
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Title-Case Rules

  • Title-case rules:
  • Capitalize the first and last words
  • Capitalize all verbs, nouns, pronouns, adjectives,

adverbs, and some conjunctions

  • Don’t capitalize articles, prepositions, or conjunctions

that have fewer than four letters

  • Capitalize prepositions with four or more letters
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Dateline Rules

  • General dateline rules are as follows:
  • City must be all capitalized
  • The abbreviated state follows
  • Some cities stand alone
  • Release date is in parentheses
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Inverted Pyramid Style

  • Start with the most important information,

followed by less essential details

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Quotes

  • Express opinion rather than objective facts
  • Add value and be properly attributed
  • Capitalize a person’s title if it comes before the

name; use lower case for a title that comes after a name

  • Use “said” with appropriate attribution
  • Punctuations go inside quote marks
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Boilerplate

  • Informs about the organization or company
  • One short paragraph summary
  • Includes a call to action
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Close

  • Include all appropriate indicators
  • Either "-30-" or "###" at the end of your document
  • “– more –“ at the bottom of first page
  • Repeat headline at the top of second page
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Things to Remember

  • Be Accurate
  • Stick to the facts; keep it newsworthy
  • Be Precise
  • Use inverted pyramid. What’s most important?
  • Be Concise
  • Limit sentences; make every word count
  • Edit, Check, and Proofread
  • No typos or errors
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Sending Your Press Release

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Pitching a Press Release

  • Introduces your news
  • 93% of media professionals prefer email
  • Create a compelling email subject line
  • No attachments
  • Embed all information in email body
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Parts of a Pitch

  • Tell a story
  • How does the story fit with the reporter or

publication?

  • Tell the purpose of the pitch
  • How does the news benefit the audience?
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Parts of a Pitch

  • State your terms of offer
  • What do you have to give? Is there a deadline?
  • State what will happen next
  • How will you follow up? Will you call? By when?
  • Thanks for your time and consideration
  • Include contact information
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Sample Email Pitch

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GAME TIME!

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GAME: Is It Newsworthy 2.0?!

HUD Launches New Housing Education Program for College Students

  • Is this a newsworthy story?
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College Housing Program Newsworthy?

  • Yes it is!
  • Any new programs, additions to your services

and/or team and new milestones are always newsworthy.

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Is It Newsworthy?!

Barry from HUD’s Baking Office Loves to Bake Chocolate Doughnuts

  • Is this a newsworthy story?
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Barry’s Doughnuts Newsworthy?

  • Unfortunately no.
  • Even though the press may not be able to resist

eating a delicious chocolate doughnut baked by Barry, they most likely won’t write about it.

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Is It Newsworthy?!

HUD Celebrates National Homeownership Month 2018 Nationwide

  • Is this a newsworthy story?
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National Homeownership Month Newsworthy?

  • It sure is!
  • If you didn’t know, today is the first day of

National Homeownership Month (JUNE) and HUD is celebrating! Check out our webinar next week Thursday for more details.

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Is It Newsworthy?!

Neighborhood Housing of Richmond Hosts 23rd Annual Housing Seminar

  • Is this a newsworthy story?
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Housing Seminar Newsworthy?

  • You bet it is!
  • Events that relate to consumers and your services

are always newsworthy and the media should know about them.

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Best Practices

  • Be brief, but informative
  • Meet media deadlines
  • Be available to answer questions
  • Remember: Nothing is guaranteed
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What’s Next?

  • Join us Thursay, June 7th, 2018 @ 2pm EST for the

National Homeownership Month webinar

  • Social Media
  • Press Release
  • Join us Friday, June 8th, 2018 @ 12pm EST for the

Tools for Communication Webinar

  • Communication Materials
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QUESTIONS?