Nostalgia Collection 02

Rachael

collier

PR writing 101

Rachael Collier is a Hamilton-based independent public relations professional with 12 years of experience working in the Canadian industry. She cut her teeth in the world of large agencies before launching her own business four years ago.


Rachael will take you through the elements of building a press kit for your small business and how to effectively communicate your business and biography on your website.

06 Communicating Business Value

07 Press Kit Overview

08 Press Release Writing

09 Key Takeaways

10 Keep in Touch

About Me

I'm an independent public relations professional with 12 years of experience working in the Canadian industry. I cut my teeth in the world of large agencies before launching my own business four years ago. My ability to develop strategic PR programs that move the needle for my clients has earned me my strong reputation in the industry. My business is 100% referral based.

Role of PR

The best PR campaigns

provide a timely, compelling

story with natural brand

messaging woven

throughout. They aren’t

sales-driven or overly

branded.

Your Agenda

Highlight your

services and/or

products to gain

potential customers.

Media Agenda

Looking for an

interesting story,

person or experience

to share with their

audience via editorial lens..

Public relations defines how a company or person communicates with people

customers, partners, journalists, government stakeholders, and the public

PR 101: Small Business

Focus on attainable goals and the steps needed to get there

Your business doesn’t have to be on a major TV station, be on the front page of the Globe and Mail or be the topic of household conversations to do PR well

Be thoughtful and strategic in your PR outreach. Media relations is not free -

your time is money!

Understand you may be asked to pay to play

PR Writing

What is it?

Writing information for a target audience or the general public through different media channels. These can include:

Newsletter Icon

Newsletters

Media Icons

Media Kits

Social Media Icon

Social Media Posts

Public Speaking Line Art

Speeches

PR writing is persuasive with various goals: increasing understanding,

sharing your message, increasing good will - or seeking to salvage your reputation.

Show instead of tell. Don’t tell readers what to think.

Give them the facts, and let them to make their own conclusion.

Elements of Success

01.

Tell a story. Be editorial driven-not sales driven

02.

Keep it simple. Focus on your core messages

03.

Avoid jargon

04.

Pay attention to your audience

05.

Be clear but casual

06.

Think digital. 95% of Canadian readers access their news digitally

07.

Include facts and stats

08.

Proofread. Read it out loud. Read it again!

Avoid Redundancy

Additional bonus = bonus


Extremely unique = unique


Really special = special

Cheat Sheet: Does a sentence make sense without a word? If so, remove it.

This is often words like certainly, probably, actually, basically, virtually. If

using literally - use it correctly!

Condense

Has the capacity to be able to,

Is in a position to = Can


Due to the fact that,

In light of = Because


In reference to,

With regards to = About

Active Voice

More engaging, more energy

Your choice 80 per cent of the time

Rachael taught a class at the YWCA.

At the YWCA, Rachael taught a class.

Is this guidance different from your assumptions about

writing for public relations?

Canadian Press Style Book

The Canadian Press (CP) style guides provide authoritative advice on writing & editing from Canada's national news agency. CP Style uses the Oxford English Dictionary as its authoritative guide for spelling.

Whether you're in journalism, communications, publishing or public relations, ensure your writing is accurate and consistent by following the standards set out.

This will elevate your materials and make them seem polished and professional.

Numbers

Spell out numbers one to nine and use figures for 10 and above.

Example: There were three Fords, two Chevrolets, 15 Volkswagens, 22 Chryslers and one

Hummer on the car lot, of which 30 had four-cylinder engines, 10 were sixes and three were eights.

For numbers at the beginning of a sentence, always spell out the number

Example: Fifteen people showed up to PR Writing 101.

Numerals are also used in numbers with fractions, decimals, votes and scores

The box was 9.5 centimetres by 7.2 centimetres.

Edmonton beat Calgary 3-2

The court ruled 5-3 in favour of the motion

Numerals, however, are used in ages when they stand after a name.

Example: Bruce, 3, had two sisters, five and seven.

Do not list decades or centuries in the possessive form

Example: 1920s not 1920’s

Punctuation

Titles of movies, books, podcasts, albums, TV shows etc in italics. When impossible, place in quotation marks.

His latest movie, The Shape of Water, went on to win five awards.

Her podcast “Motherhood 101” was in the top ten for weeks

Abbreviations & Dates

Avoid abbreviations if possible, unless very familiar to readers

(CBC, NDP, MP, NATO, RCMP, CEO)

Write out names of months when they are not part of a specific date.

In precise dates, abbreviate the following months: January (Jan.), February (Feb.), August (Aug.), September (Sept.), October (Oct.), November (Nov.) and December (Dec.). March, April, May, June and July are not abbreviates

Cheat Sheet: Technically it is “per cent” not % or “percent”

When the subject of the sentence implies quantity use “Less than”; if the subject implies number, use “fewer than”.

Common Errors

Seasons should be lowercase

winter, spring, summer and fall

Website URLs - remove “https://”, "http://", “www” and last forward slash (“/”)

Less/Fewer:

Normally, fewer is used with multiples e.g. fewer students and less is used with singulars e.g. less tuition.

Further/Farther

Generally, “farther” refers to physical distance. She ran farther than him.

“Further” may be used to mean “moreover” or “additional”. Further to Rachael’s talk, she recommended writing for two hours per week to practice.


Cheat Sheet

When in doubt check the Globe & Mail to see how they use a word or phrase


Humber College Style Guide

Leveraging Data

Data


Media LOVE data. It adds

legitimacy to their stories - and yours!


The best part? You can shape data to fit your desired story.

Pin
Transportation Service Icon
Open Book Icon

Geographical

Question Mark

Transport

Cultural

Green Leaf Logo
Atom Icon

Natural

Scientific

Lightning Cloud Illustration
Dollar Sign Icon
Pie Graph Icon

Meteorological

Financial

Statistical

External Data

Durand Health has seen an increase in patients as the wellness industry continues to thrive. In fact, according to a 2022 poll from Ipsos Reid, Canadians spent 23 per cent more on visits with wellness-related practitioners last year.

Internal Data

Example: You gained five patients one month and 10 the next

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Good: Durand Health had five new patients in November 2022 and 10 in December 2022

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Better: Durand Health saw a 100 per cent increase in new patients from November to December 2022

Data Research

  • Existing news stories
  • Canadian news wire (newswire.ca)
  • Ipsos Reid website


  • Google
  • Internal data - sales, products, clients, customer surveys

Communicating Business Values

WIIFM

What’s in it for me?

Customers don’t buy or use your services because of features or benefits. They buy because of the needs the product or service will meet in their lives.

Do not mix features, benefits, and needs.

Number 1

Features:

What it is/what you offer

Number 2

Benefit:

What is does

Number 3

Needs:

Why it’s important

Digital Marketer

Feature: Social media expertise

Benefit: Access to tried and tested techniques to manage social channels.

Message/Need Fulfilled: Your business will grow on autopilot with my blueprint for managing social media..

Winter Boots

Feature: Lined with Merino sheepskin.

Benefit: High-quality, luxury interior.

Message/Need fulfilled: Keep your feet cozy and warm and enjoy unrivalled comfort with the highest quality sheepskin lining.

Exercise 1: What are the following for your business? Write them using

your PR writing tips & tricks.

Feature:

Benefit:

Message/Need fulfilled:

Exercise 1: What are the following for your business?

Feature:

Media training 101

Benefit:

Be better prepared for media interviews

Message/Need fulfilled:

Learn how speak confidently to media, communicate your message and promote your business in this crash course for entrepreneurs.

PR starts with effective communication.

Communicating value means walking your audience from exposure to awareness to action.

1

Grab Attention: Why is what you have to say important to your audience?

2

Make Them Understand: One of the most common mistakes is assuming people understand more than they do.

1

Be Believable: Is your message concrete and credible? Does your audience believe it?

2

Call to Action: Is it clear what you want them to do and how/why you want them to do it?

Exercise 2: Communicate Your Business Value in a Statement

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Exercise 2: Communicate Your Business Value in a Statement

Rachael Collier is independent public relations professional with 15 years of experience working in the Canadian industry with clients like the LCBO, P&G and Hyundai. She cut her teeth in the world of large PR and advertising agencies before launching her business developing strategic PR programs that move the needle for her clients through corporate media strategy, copywriting, media relations and media training.


Working with Rachael provides your small business with access to a seasoned PR pro who can help you gain exposure, raise awareness, and communicate effectively. Reach out for a free thirty minute consultation to uncover what value the right PR partner can bring to your business.

Exercise 2: Create your About section

ADD

Business value

Years of experience/in business

Location

Website

Social Channels

Creating a Press Kit

A press kit is a set of documents or a section of your website that makes it easy for journalists to learn about your business and access photos and videos to use in their content. Press kits give journalists all the facts and figures they need so they can focus on telling a compelling story.

Typically this includes:

Info Icon

About Us

Contact Us Icon

Contact Details

Photo File Symbol Illustration

High resolution product images/details with descriptive names:

LaunchEventRibbonCutting.jpg > image2_33451.jpg

simple geometric logo

Logos: Transparent background

User Group Icon

Team bios & quotes

Press Release Flat Line Icon

Press release/previous media coverage (if relevant)

Provide as a PDF, drop box, google drive, or section of your website.

Not just for journalists:

  • Advertising partners who want to know more about you
  • Potential business partners
  • Collaboration opportunities
  • Sponsorship opportunities

Press Release

STRUCTURE


Inverted pyramid writing formula, meaning that the most important information—the who,

what, why, where, when and how—of the story should be as close to the beginning of the

document as possible, ideally in the first paragraph. Then less important details follow.

WHY IS FOLLOWING THIS STRUCTURE IMPORTANT?


Editors often have to cut stories to fit the space or time available. Editors cut from the bottom up. So if your most important information was at the bottom, it's gone

must haves

nice to haves

optional

Pyramid Chart Icon

Critical Facts:

Who, what when, where, why, how

Supporting Details: Quotes & content

Related Info

PRESS RELEASE 101

_______Headline


_______Subhead (optional)


_______Image/video (optional)


_______Location & Date


_______Lead paragraph


_______Quote


_______Supporting Info


_______End Signature (typically -30- or three hashtags ###)


_______Boilerplate (aka - the "about your business" section)


_______Contact Info

COMPONENTS

press release

Fun Fact: XXX is telegraphic shorthand signify the end of a transmission to a time when stories were written in longhand and X marked the end of a sentence, XX the end of a paragraph, and XXX the end of a story (XXX=30 in Roman numerals

elements of a press release

headlines & subheads


Keep it short and sweet (as little as 10 words


Facts and Figures


Hook the reader


Subhead supports your story


Active Tense



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Remember that your headline will be cut off after 55-70 characters in Google search results

X Mark Illustration

No brand mention in headline


Fails to leverage data in a compelling way


Too long (123 characters)

X Mark Illustration

Buried the true lead - they created a Storm Chips Pizza!

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Fun, engaging, brand mention, sub head backs with data

LEAD PARAGRAPH


Hamilton, ON - February 4 2023 - State the purpose of your press release in the first sentence. Your next sentence should further your point. Now you can include any supporting data that is a must read here.

QUOTE


“Say something from the most senior or influential person that drives home the point of the news release,” said spokesperson name, title. “This is a great chance to editorialize since a quote is an opinion, not necessarily fact. You can put 2-3 sentences here.”

BODY PARAGRAPHS

  • Aim for four sentences per paragraph or less
  • Headers and lists can be helpful and make your release more SEO friendly
  • Use facts & figures to support your story - even if they aren’t yours! Just be sure to cite them
  • Include one to three unique hyperlinks tied to your call to action.


Whatever you do - don't just say “click here”

Exercise 3: Writing a Headline and Lead Paragraph

3D Number 1 Illustration
3D Number 2 Illustration
3D Number 3 Illustration

Write a headline and, if desired, a subhead about an announcement from your business or service. It can be real or fictional

Write your 2-3 sentence paragraph lead in

If time - write a quote

Examples:

  • New service or product offering
  • Expansion
  • New hires
  • Business launch
  • Seasonal campaign
  • New partnership

Recap

Silhouette of a Businesswoman Icon

Show instead of tell. Don’t tell readers what to think.

Give them the facts, and let them to make their own conclusion.

Keep is short, snappy, persuasive .

Browse the Canadian newswire.

Woman writing on paper silhouette

A first draft that needs editing is better than no draft at all.

More Resources

Keep in Touch

Visit Rachael's Website Follow Rachael on LinkedIn Email Rachael: rc@rachaelcollierpr.com