How to write a press release - SOLAADS

Hopefully, you are already convinced that you need to write and distribute a press release once a month. You can use a professional agency such as Headline Promotions (http://www.headlinepromotions.co.uk/) or search Yellow Pages (http://www.yell.co.uk/) but if budgets are tight, and you have a good grasp of the English language, there is no reason why you cannot write your own.

If you do intend to write your own press release yourself, you should be aware of various conventions relating to the structure and content. This will help maximise your chances of securing publication.

Press releases traditionally take the SOLAADS format, with information appearing in the following order: subject, organisation, location, advantages, applications, details, source.

Always compose your release using an 'inverted pyramid' structure, with the most important information appearing first. That way, if a journalist stops reading after the first or second paragraph, he/she has already gleaned the vital facts.

The headline must be succinct and snappy. Never use the past tense - e.g. “Country Music Radio launches new website” is appropriate, while “Country Music Radio recently launched a new website” makes your announcement sound as if it's old news. If necessary, use a sub heading to include supporting details - e.g.: The Bionic Christian shares his passion for country music (main), Sir Cliff Richard talks live in dedicated radio programme on 31 March (sub).

The first paragraph should encapsulate all the main facts and it must include the name of your company and whatever product/service/event you're announcing. E.g. "ABC company, a Basingstoke based provider of support services to the telecomms industry, has won the 2006 Chamber of Commerce Award for Industry. The Award recognises ABC's commitment to quality standards..." Subsequent paragraphs should provide supporting information in a descending hierarchy of importance (remember the inverted pyramid!). Relate the most exciting and newsworthy aspects/applications of your product/service first.

I suggest that include a comment from a senior person at your company (ideally the manager, chairman or Chief Executive), which journalists can use as a quote to support their news story. Avoid inane quotes that start with phrases such as "we are delighted" or "we are proud to announce", and try to introduce a pertinent element that hasn't been mentioned in the rest of the release.

However, don't include too much quoted material, as this can fragment an announcement. Present the press release objectively and always write in the third person - remove "I", "you", "we" and "us" and replace them with "it", "he/she" and "they". "The company" is always singular, so be sure to use "it" rather than "they" (e.g. Country Music Radio is progressing with the initiative it has started" not "the initiative they have started"). Acronyms and abbreviations should be avoided. If used, spell them out in the first instance - e.g. electronic point of sale (EPOS) - and then introduce them in the abbreviated form thereafter (EPOS). Simple, concise language is preferable to long, protracted, "flowery" language. Never use claims such as "the world's no. 1 service", "our product is totally unique" (unless it's true and you can back it up with published research!) and avoid puffery such as "our fantastic new product" and "our magnificent new service". Don't rely on a barrage of industry jargon and buzzwords, such as "the cost-effective, leading edge, one-stop-shop solution to meet all your business needs". This sort of language is both meaningless and disliked by journalists.

And make sure you include:
Notes to Editors: Background information on your company - when it was launched, where it's headquartered, any particular accolades or achievements, its main areas of activity, etc. - and any additional information not provided in the body of the release.
Contact details: The name, address, telephone/fax number and email address of your appointed contact person, which should appear at the bottom of the release so journalists can contact you easily if they require further information.

You should also state whether you have photos available, as these shouldn't be attached to a release. I always make a photograph available - try and make it interesting and of high resolution. Above, is one I used to support a press release about a Recruitment Fair I organised at Chicago Rock Cafe in Yeovil (http://www.chicago-rock-cafe.co.uk).

To have a look at a sample Press Release, please look at one I wrote for CMRPlus (CMR+) Radio at the following link:
http://www.cmrplusradio.com/New%20Documents/CMR%20Website%20Launch%20PR.pdf


If you need some inspiration or general advice, please e-mail me at john@headlinepromotions.co.uk

I am also developing a new website, www.pressreleasewritingservice.co.uk where I will offer free resources for businesses and charities wishing to craft and distribute press releases. Please e-mail me if you have suggestions for topics I should cover which you would find useful.

PR Glossary

I am often asked to explain various terms in "PR speak" so here is a brief guide. If you need a more detailed explanation, I suggest a search on the Internet or you are welcome to e-mail me. Here is my guide:

§ Above-the-line campaign: a marketing campaign using only advertising, in whatever media.
§ Account: the term used to describe a client or job. In consultancies, “an account team” refers to the group of PR consultants servicing a particular client.
§ Advertorial: A paid for feature that has the 'look and feel' of an editorial. Some publications may write the copy, others may let you provide it. The words 'promotion' or 'advertorial' on the article clearly identify it for the reader.
§ Below-the-line campaign: a marketing communications campaign that does not use advertising. Instead it uses promotional tools such as public relations, direct marketing and sales promotion - even promotional cars such as the above (part of my campaign for promoting Chicago Rock Cafe Yeovil in partnership with Olds Chrysler of Yeovil)
§ Brief: the instructions from a client to a consultancy, or directions communicated within a PR agency.
§ Broadcast: the dissemination of programmes or messages through the media of radio, internet or television.
§ Brainstorming: the creative process of group thinking to stimulate or articulate ideas on a given subject or problem.
§ Circuit, The: The "circuit" generally refers to the "talk show circuit." A PR spokesperson (or his/her client) "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach.
§ Client: the organisation or person who employs a PR consultancy.
§ Clipping: see Cutting.
§ Communication: the credible, honest and timely two-way flow of information that fosters common understanding and trust.
§ Competition: other organisations that represent a threat to a particular business.
§ Contract: an agreement made between the PR consultancy and the client covering areas of agreed objectives, timing, service levels and price.
§ Copy: the text produced by a consultancy for a press release or article. Journalists also refer to their news stories or features as copy.
§ Core Message: More fundamental than a key message. Core messages are positioning words and phrases. They carry the subliminal thrust of an organisation’s intentions. For example "...a quality product, well designed and widely available..." is a core message. Press releases should contain the core message.
§ Corporate Communication: deliberately planned management of the communications affecting the perception and image of an organisation.
§ Crisis Management: this involves planning and preparing a client for any possible crisis that is likely to affect the organisation, and how it should communicate to all its stakeholders during that crisis. This involves training relevant spokespeople, co-ordinating crisis recovery activities and ensuring a unified, confident and controlled public image. Crisis management is closely related to issues management.
§ Cue sheet: briefing notes to help a spokesman prepare for an interview with a journalist. The cues should cover the issues that are likely to arise in the interview and the approach that should be taken on these issues.
§ Cutting: the piece of written material containing messages about the client or its products or an extract from a paper or magazine regarding a particular account. Also commonly referred to as ‘clipping’.
§ E-pr: the practice of public relations using the internet instead of, or alongside, traditional media.
§ Editorial: written materials composed to communicate a brand to the various audiences identified by the client and consultancy.
§ Embargo: a warning to the media not to publish a news item until the date specified on the release (usually appears at top of first page of news release or statement). Journalists usually honour this unofficial agreement.
§ Evaluation: measurement of the agreed objectives set by the consultancy and client prior to the start of an agreed activity like a media relations campaign. The results of the evaluation are used for future planning and development of the ongoing PR strategy and to benchmark against overall objectives.
§ Exposure: the extent to which the target audience becomes aware of a person, message, activity, theme or organisation through the efforts of PR. This might be used as part of the evaluation process.
§ Exclusive: a news story offered by a PR practitioner to a single newspaper title, radio, website, or TV station.
§ Feature article: a broad or in-depth newspaper, magazine, internet, radio or TV article that discusses, analyses or interprets an issue, subject or trend. A feature generally takes longer to research and produce than a news story. 19
§ Financial PR: the efforts of a publicly-held company, or one that is on the way to a public flotation, to communicate with shareholders, security analysts, institutional investors and stock exchanges.
§ Full Service: a one-stop PR shop which incorporates clients from many different industry sectors and which offers a range of PR disciplines, and sometimes in-house design and other services.
§ Healthcare PR: specialist PR discipline that communicates about either prescription only (ethical healthcare) or OTC (over-the-counter) products or issues, to medical groups, interested third parties or specialist media.
§ Integrated campaign: a multidisciplinary approach which uses a number of marketing communications techniques in order to deliver a consistent set of messages. The aim is to achieve seamless communication with the audience.
§ Internal Communications: information dissemination and flow between an organisation and its employees. Common tools include newsletters and intranets.
§ Logo: A graphic or symbol owned by and representing a company or brand.
§ Media Relations: communicating with the media by pro-actively speaking to journalists and sending out relevant articles to the respective publications, responding to media enquiries, and providing appropriate information on behalf of an organisation.
§ Messages: agreed words or statements that a client wants to convey to third parties such as the media or shareholders for example.
§ Media Type: National press, consumer magazines, regional and trade press, TV & radio broadcast, mobile phones and the Internet are all types of media for the communication of information
§ News Conference: A news (press) conference consists of someone speaking to the media at a predetermined time and place. Though they often include a question and answer period, press conferences provide an excellent opportunity for speakers to control information and who gets it.
§ OTH (Opportunities To Hear): A formula used in radio advertising to indicate the performance of the paid-for element on-air campaign (it excludes presenter reads etc).
§ Pitch: when PR consultancies are invited by a prospective client to propose how they would tackle a given brief.
§ Press Contacts, or 'The Rolodex': After a PR practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. This "Rolodex" becomes a prized asset, and job announcements sometimes even ask for candidates with an existing Rolodex, especially those in media relations.
§ Press Pack/Kit: Combines an executive summary and best of press coverage. Possibly will include press releases and a short overview. Creates an awareness of a larger project using key elements from it.
§ Press Release: A press release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, it is mailed or faxed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks.
§ Proposal: document outlining a proposed PR campaign to an existing or potential client.
§ Public Affairs - the process of communicating an organisation’s point of view on issues or causes to political audiences like MPs and lobbying groups.
§ Public Relations: Efforts to establish and maintain a company's image with the public. The degree of success can be fundamental to an organization's future.
§ Regulatory News Service(RNS) - RNS is an online application which allows listed companies or their Advisers to submit announcements to investors and intermediariaries through the London Stock Exchange.
§ Reach: The reach of a campaign is the total number of people within your target audience that may see your message. Sometimes referred to as coverage. Most often expressed as a percentage, and the actual number together.
§ Search engines: these allow you to search the contents of the world wide web. When you key in a search term, you receive a list of items that match your query.
§ Sector/trade press: the media relevant to specific audiences. This includes special interest magazines such as hi-fi magazines for hi-fi enthusiasts. Trade journals are read for business and professional reasons, for example Electronics Week is read by electronics engineers.
§ SOLAADS: The 7 points formula for an effective Press Release are Subject, Organisation, Location, Advantages, Applications, Details, Source.
§ Teaser: a promotion that is intended to arouse interest in the main campaign which follows. It is usually used in media relations.
§ Transcript: written outline of a radio or TV broadcast about a client.
§ Vertical media: media relating to different market sectors for a product or service. For example, you can promote a barcode printer in the printing media, packaging media and food retailing media.
§ Viral campaign: a communications campaign which is designed to exploit the potential of the internet to spread messages rapidly. The audience is encouraged to pass a message on to all their email contacts.
§ Target Audience: This is the group of people you are trying to reach with your message. Can be defined by socio-economic groups, and/or personas that describe the people you are trying to reach.


Have I missed something? If I have, or you have suggestions of terms you think I could usefully cover, please e-mail them to me at john@headlinepromotions.co.uk

Setting a new world record

Inside us all there is a world record, it needs determination and opportunity to bring that out. The range of records is enormous – some are downright crazy as the UK newspaper “The Mirror” recorded in 2004 when Guinness World Records celebrated its 50th anniversary. These ranged from the fastest talker to the most consecutive pogo stick jumps!

You may wish to do this for charity as a fundraiser, to help you publicise your business or simply to get yourself in the globally famous Guinness Book of World Records (http://www.guinnessworldrecords.com) or, maybe, you just want to do it for fun! In that case, why not have a look at http://www.recordholders.org/en/ which has information about unusual world records, rules for record attempts, an online shop for record books (the Guinness World Records book etc.), hints for record breakers, international record festivals, record statistics, record breakers club etc.

I has been involved in many world record events – from Danny D’s “longest live DJ set in a nightclub using vinyl”(http://www.chicago-rock-cafe.co.uk/ ) at Chicago Rock Café Basingstoke (http://www.chicago-rock-café.co.uk/) and pulling a Harrier Jump Jet down the runway at Royal Naval Air Station Yeovilton (pictured above) through to DJ Casper’s world record for “the largest number of people dancing the Cha Cha Slide” at Jumpin’ Jaks Harlow (http://www.jumpinjaks.com/) and setting a new world record for pulling historic Field Guns from Yeovil to Greenwich to raise tens of thousands of pounds for Gulf War veterans.

With Danny D’s event, which attracted national coverage on breakfast television, this was also broadcast on the Internet and, during the course of the 100 hours continuous event the site had 11,000 hits from all over the world – mainly the US but from as diverse places as Paraguay and Vietnam!

I have usually used it as a charity fundraiser but, working for the PR interests of the sponsor, have always gained them invaluable publicity. This is a real win-win situation. The charity raises its profile and raises money. The sponsor (my client) gained from positive publicity and the morale-boosting their staff gain from being involved in something worthwhile.

As I say, I am sure that there is a world record in every one of us. To help people achieve their potential, I am developing a website resource. It will enable anyone attempting a record to have a dedicated website to promote their efforts and, maybe, to fundraise if it is for charity.

It will also have a wide range of resources to help people in their task.

This site (http://www.worldrecordattempt.co.uk/) is available free-of-charge for your short term use to help you to promote your across the web. You can upload your own web page and have e-mails forwarded to your own inbox. To use this site please contact me at john@headlinepromotions.co.uk.

If you are planning this for charity then I will be pleased to help by writing and distributing your press releases free-of-charge if that will assist you.

My friends at AFH Website Designs (http://www.afhwebsitedesign.co.uk/) will also assist you by building a website for you for a nominal £100 if you think this would help you.

There’s no time like the present! Achieve your ambitions! If I can help, please contact me.

Launch plan for new restaurant, bar & nightclub

I have been asked to facilitate a meeting for a new management team of a proposed bar, restaurant and nightclub facility in the southern UK.

I have prepared an agenda which might prove to be a useful checklist for leisure managers in a similar situation - so I thought that I would share it with you:


1. Brief overview of the project
2. Demographics of the town
3. SWOT analysis of the business
4. SWOT analysis of opposition venues and their pricing
5. Our business plan including pricing
6. Our target market
7. Budget for launch
8. Launch programme
9. Print requirements (USP and call to action)
10. Current data
11. Acquisition of new and ongoing data
12. Promotional team - how many, uniforms etc
13. Promotional team leaders
14. Promotions plan - days, times, rotas, areas
15. Newtworking targets
16. Networking areas - times, days, rota
17. Networking package offers
18. Restaurant deals/drivers
19. Restaurant kids menu and birthday parties
20. Street stunts and publicity
21. Live music nights
22. Website, photo gallery, membership, vouchers
23. Membership and deals
24. Radio campaign - which station, Reach, OTH (Opportunities To Hear)
25. Radio campaign call to action, presenter talk ups
26. Radio station roadshows & promotion vehicles
27. Advertising van
28. Video van
29. PR
30. Newspaper advertisements
31. Leaflet drop door-to-door
32. Staff recruitment
33. Staff Training
34. Appointment of sales manager - and targets
35. Telesales campaign
36. Contrived lets awards
37. Friends & Family Night (a dry run)
38. VIP Night and running order
39. Special corporate guests - invitations, accommodation etc
40. Personal Appearances
41. Red carpet night
42. Action plan - who is doing what?
43. Review dates
44. Any other business
45. Date of next meeting

If you have suggestions for other items we could have considered, please post them as a comment on this blog to help others. Thanks.

Country Music Radio Station launch - so what??

THE POWER OF RADIO – Newly re-launched CMRPlus Radio (CMR+), Europe’s leading country music station, asked me to put into simple language why their advertisers should use the power of CMR Plus.

My brief was as follows:

CMR+, the European satellite and global country music station, has launched its new online service at www.cmrplusradio.com to give 24 hour coverage every day of the week throughout the year.

Fans of country music, of which there are many thousands here in the UK, have been tuning into this new music channel dedicated to their particular interests following the launch of CMR+ on both Sky 0163 and (Eurobird 1 Satellite) since January this year. With recent movies such as “Brokeback Mountain” and the Johnny Cash story, “Walk the Line”, becoming such box office hits, country music has reached huge new audiences in addition to its legions of loyal followers throughout the world.

CMR+ broadcasts daily on Sky 01603 and Eurobird 1 Mon-Fri 12 noon - 6 pm and is now available 24 hours a day through its new online service www.cmrplusradio.com.

The new website streams the very best in country music and features numerous interactive functions; artist biographies, new releases, video clips and live feeds from ‘Nashville’. CMR+ fans will be able to register free for a V.I.P. pass that will allow them to enter station competitions and get access to specially negotiated offers on tickets, music and travel.

The station features today’s American country music and the latest and greatest from Europe, and Australia. The music is exclusively country 24 hours a day, 7 days a week, playing all styles including Americana, Alt Country, Bluegrass and Country Gold.


My response was:

Radio gets personal: Listeners have an emotional connection with favourite stations and announcers. They tune in regularly, build bonds with on-air personalities and trust the information they hear. Listeners believe their station is speaking directly to them. You can also sponsor specific elements – such as traffic reports, news reports, weather reports, specific programmes and even create your own (e.g. travel companies or ski manufacturers can have their own ski weather reports – I even had one car dealership sponsor news reports on world motor rally championships in which their brand was represented!).

Radio connects: Radio engages the listener’s imagination and creates a vivid theatre of the mind. That’s why radio advertising has the power to penetrate barriers, inspire thought, create action and deliver results. Radio has always afforded the most creativity of any medium, and this is especially true with the advent of the digital age. In a radio commercial, you can create virtually any situation with a little imagination and sound effects.

Radio is flexible: At the drop of a hat, you can change your radio advertising message and when it’s scheduled to play. For example, you have a slow-selling line – simply change your advert to promote that specifically. I have found from personal experience that, if a client has an urgent recruitment vacancy, you can get your message on air within hours!

Radio gives you a captive audience: Take a look at a cluster of newspaper ads sometime, then compare it to the way radio commercials reach consumers... one at a time! When your ad spot plays on the radio, it has centre stage with no other ad message to distract the listener.

Accessibility/Interactivity: Unlike television and print, radio can interact with the consumer. For example, CMR+ can offer a promotion or contest geared to generate new traffic to your business or website.

Radio works? Why do I recommend clients to use radio? To win credibility, stay on top and increase the bottom line.

What works on radio then? Timing – aiming your advertising when the market trend is up, thus maximising your potential market share

Unique Selling Points: why should the listeners buy from you and what will put your business on their shopping list?

Frequency: what you say, multiplied by how many times you say it, is a well-proven formula that works!

Targeting: radio can pinpoint varying demographics and age ranges throughout the day to enable you to target your campaign successfully!

Copy (the commercial content): as I say, radio is a theatre of the mind and can create an image of your business. Remember, as with your advertisements or brochures, a “call to action” increases the chance of an instant response.

So what is the appeal of CMR Plus?
It is a new station with much to prove! This means that it is cost-effective and will work with you to gain your business competitive advantage! Its offering of modern country music and Americana – including live broadcasts straight from Tennesse – is unique and appeals to a wide audience both in the UK and across Europe on Sky. With the 24/7 exposure on the Internet it will also attract considerable interest from the US where people love to hear the European perspective on what they regard as “their” cultural heritage.

All in all, I will have no hesitation in recommending CMR+ to my clients who need to reach an adult audience in a non-threatening environment.



This article is copyright of John Hicks and Headline Promotions, Press & PR (www.headlinepromotions.co.uk)

Meet John Hicks

Meet John Hicks, a member of the UK's prestigious Institute of Direct Marketing, who is Director of Headline Promotions, Press & PR.

John has spent many years in marketing, public relations and promotions - helping businesses, organisations and charities to gain competitive advantage, increased public profile, a positive image and increased revenue.

It is that focus on "increased revenue" which marks out John's successful career. It recognises that you can have many criterion for success but all marketing, public relations, exhibition, seminar or promotions activity should lead to increased revenue. If not, why bother?

In the blog, John will share some of his ideas, experience and expertise. This may be all the help and support a reader needs - if they need more then they can talk to Headline Promotions, Press & PR to explore how John and his team of dedicated professionals can make a difference to their organisation.

Introduction to Headline Promotions, Press & PR

Welcome to the new Blog from John Hicks, Managing Director of Headline Promotions, Press & Public Relations.

We are a small promotions, marketing and public relations consultancy based in Basingstoke, Hampshire, United Kingdom offering a dynamic and personal service to small-medium sized businesses and enterprises (SME's).

Our specific expertise is in the leisure, entertainment, manufacturing, charity, exhibitions, horticulture and free newspaper (freesheet) sectors but we offer strategic and operational support across a wide range of SME businesses.

This blog will share some of our experiences and expertise to help SME's and charities to help themselves - safe in the knowledge that they can always seek our help if they need additional support.