Transcript One news release = multiple blog posts.

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NDSU Agriculture Communication
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How to write a news release
Talk low, talk slow and
don’t say too much.
– John Wayne
Photo by cromely,
http://www.flickr.com/photos/cromely/
Writing process
•
•
•
•
•
Plan: Find an idea, research and organize.
Draft: Get things down on paper.
Clarify: Revise your draft.
Edit: Remove the excess.
Proofread: Get it all correct; ask for help –
four eyes are better than two.
Inverted Pyramid
A useful guide for organizing your
news release
• Readers start
at the top.
• Editors cut
from the
bottom.
Really Important Facts
Who What Where When Why
Information
that helps
readers
Information that
provides context
Useful detail
and history
Writing for the Web
Search Engine Optimization -- SEO
74.3% of consumers use Google to find info on
Web
AYTM Market Research
Writing for the Web
Google Search Engine Optimization Starter
Guide
• Offer quality content and services
– Compelling and useful
– Unique
• Write easy-to-read text
–
–
–
–
Scannable
Bullets
Headings and subheads
Short paragraphs
Writing for the Web
Google Search Engine Optimization Starter
Guide
• Promote your website to increase backlinks
• Create unique, accurate page titles
– Keywords
• Write a description
• Improve your URL
• Plan navigation based on your homepage
– Priorities
Writing for the Web
• Provide unique content
– Duplicating info dilutes search results
– Link to others’ information
• Use words your audience uses
• Repeat keywords
– In titles, subheads, first sentences, cutlines, etc.
• Develop several short articles instead of one
long one
• Use and identify images
Writing for the Web
• Link to complementary content
• Include a call to action
– So what? Who cares?
• Avoid PDFs
• Think mobile
• If time, find an example of a website with
these characteristics
Blogging
One news release = multiple blog posts.
• focus more directly on your key messages
• add context and depth to your subject
• help users get directly to the content they need
Blogging
Connect the content to a real-time, real life
scenario
• Think (and possibly write) about why the reader
should care about this post now.
• Why is the post timely?
• How can the post impact the reader's life?
Blogging
Be present as the author
• In news releases, the author is absent. In blog
posts, you need to be present.
• Write in the first-person
• Refer to your stories and experiences.
• Be real. Share some of yourself.
Blogging
Include a picture.
• The web is visual.
• Pinterest, Instagram, Facebook and other tools
use images to make shared content more
engaging.
Photo by doug88888.
http://www.flickr.com/photos/doug88888/
All Rights Reserved
Attribution
You let others copy, distribute,
display, and perform your
copyrighted work — and
derivative works based upon it
— but only if they give credit the
way you request
Non-Commercial
You let others copy, distribute,
display, and perform your work
— and derivative works based
upon it — but for noncommercial purposes only.
Share Alike
You allow others to distribute
derivative works only under a
license identical to the license
that governs your work.
No Derivative Works
You let others copy, distribute,
display, and perform only
verbatim copies of your work,
not derivative works based
upon it.
Finding CC Works
• http://search.creativecommons.org
• http://www.flickr.com/groups/ndsuagcomm/
• http://www.ag.ndsu.edu/agcomm/photosillustrations