news Release Ralph Lauren

For this assignment, I want you to work on writing a news release for your Final Project. This is just a draft and we have already spoken about the David Meerman Scott Template, which you will be using to complete this assignment. You should have enough information about your company by this point to begin to write a real news release in the correct format to be able to do this. Please bear in mind that you must follow the news release format and design that you've previously reviewed. This should be mimicking the ideas that you've been thinking about for your promotion plan. you will find in the attached files the things you need to applay the file named polo is the one your going to do the PRESS RELEASE ABOUT News Release Assignment: CIM603 — Professional Communications Strategies News Release Assignment Bay Path University?588 Longmeadow Street, Longmeadow, MA 01106 [email protected] ­ 413­565­1371 News Release Assignment: CIM603 — Professional Communications Strategies Assignment Summary How to Write a Press Release*: You've got your announcement in mind, and now it's time to get it down in words to share with your community, industry, and followers. Take Catbrella Inc., a fictitious ad agency, which just gained its 10th Twitter follower after two years of paid social media efforts. To announce its achievement, Catbrella could issue a press release like the one below*. (Yes, this is a bit tongue and cheek, because the purpose of this exercise is to get you to understand the format first, then work on creative content.) Bay Path University?588 Longmeadow Street, Longmeadow, MA 01106 [email protected] ­ 413­565­1371 News Release Assignment: CIM603 — Professional Communications Strategies This is a fictitious example: HEADER: Name Company Name Phone Number email address Either: “For Immediate Release” OR “Please Release on DATE” 1) Make your headline irresistible 2) Tell your audience upfront why they need to care 3) Use a publishable quote 4) Provide useful background info 5) Serve as an easy reference To summarize the above: (1) Make your headline irresistible — ?Success starts with your headline. You only have one line, so carefully consider your headline. In the above Catbrella Bay Path University?588 Longmeadow Street, Longmeadow, MA 01106 [email protected] ­ 413­565­1371 News Release Assignment: CIM603 — Professional Communications Strategies release, the word (2) "Celebrates" is better than other possible words, such as "sees" or "gains." Well-chosen words can change the feel and urgency of your announcement. “Most importantly, though, your headline needs to set up your news in just a few words, so choose them wisely to capture the heart of the announcement.” (Fleishman) (3) Tell your audience upfront why they need to care — “?For reporters, analysts, influencers, or followers to be inclined to share your announcement, you have to tell them upfront why they should care?. a. The first paragraph of your release should cover the who, what, why, where, and how of your new launch, update, or development. Bay Path University?588 Longmeadow Street, Longmeadow, MA 01106 [email protected] ­ 413­565­1371 News Release Assignment: CIM603 — Professional Communications Strategies b. Reporters don't have a ton of time to sift through details and fluffy background information -- they just need the facts that'll help them tell your story to someone else from a position of authority. c. There shouldn't be any new, crucial information covered after this section that the reader could potentially miss.” (Fleishman) (3) Use a publishable quote — ?Bring your facts to life with a quote that reporters can use for both notoriety and context around your announcement. Ideally, quotes will be from key?stakeholders?in your company including your executive team, project leads, or those directly impacted by your announcement. The more well-known the person delivering the quote — the better. (4) Provide useful background info — ?At the end of the news release you should be helpful and concise?. You should offer details to strengthen the news, like future implications of your announcement. Please refer to the lecture notes on what makes your news release appealing. (5) Serve as an easy reference —?This section is where you insert your “business boilerplate” so that your audience and the media can grasp what your company, product or service does. Also, be sure to include a link to your company's homepage so readers don't have to go hunting for more information or your website. Bay Path University?588 Longmeadow Street, Longmeadow, MA 01106 [email protected] ­ 413­565­1371 News Release Assignment: CIM603 — Professional Communications Strategies Here’s a good example of a serious RELEASE: ______________________________________________________________________________ Press Release: For immediate release April 2, 2014 Contact: Rob Griffin, [email protected] ­ 413­565­1371 _______________ Microsoft Awards SetFocus New Competencies in Business Intelligence and Data Management Solutions Parsippany, NJ — April 2, 2014 ­­ SetFocus was awarded the Microsoft competencies in Business Intelligence and Data Management Solutions. Since 2005, the company has been a Microsoft Certified Gold Partner for Learning Solutions and authorized provider of technical training for fast­track individuals and for IT professionals and software developers. "These new certifications further strengthen our relationship with Microsoft and demonstrate our expertise and the ability of The Master's Program to provide relevant training with end­to­end data management reporting, database administration and analysis solutions using Microsoft SQL Server," said Jonathan Lefkowitz, SetFocus President. SetFocus is recognized by Microsoft as a leading provider of comprehensive learning solutions for individuals and organizations engaged in evaluating, planning, deploying, using, and maintaining business­critical systems and applications built on the Microsoft platform. The Learning Solutions competency demonstrates a commitment and ability to deliver high­quality training services, including skills assessment, technical training, student mentoring, and Microsoft Certified Professional exam preparation. About SetFocus SetFocus achieved the Business Intelligence and Data Management Solutions competencies throughthe development and continuous enhancement of its Business Intelligence Master's Program. These new certifications further strengthen our relationship with Microsoft and demonstrate our expertise and the ability of The Master's Program to provide relevant training with end­to­end data management reporting, database administration and analysis solutions using Microsoft SQL Server. Since 1997, SetFocus has been a leader in selecting, training and placing, Microsoft professionals. Utilizing strategic Bay Path University?588 Longmeadow Street, Longmeadow, MA 01106 [email protected] ­ 413­565­1371 News Release Assignment: CIM603 — Professional Communications Strategies relationships, SetFocus identifies skills gaps and develops programs that directly train and source skilled professionals to meet the immediate hiring needs of its partners. A Microsoft Gold Certified Partner, SetFocus employs a unique hands­on learning curriculum and a combination of services to help organizations grow. For more information, SetFocus can be reached at +1­886­91­TRAIN and at, www.setfocus.com #### _______________________________________________ This is the way news releases have been working since the beginning of journalism — it’s amazing but not much has changed. Until the “new” News Release was outlined by David Meerman Scott. The?“?New?” ?News??Release ? Don’t just send news releases when big news is happening, find good reasons to send all the time, but always make it worth the readers’ attention ? Instead of targeting a handful of journalists, create news releases that appeal to your buyers ? Write releases that are full of “keywords” that would be used by your buyers ? Include “offers” that compel your consumers to respond to your release in some way ( “a call to action” ) ? Place links in your releases to deliver potential customers to various landing pages on your website. ? Link key concepts in your release to related content, such as blogs, videos, or e-books. Bay Path University?588 Longmeadow Street, Longmeadow, MA 01106 [email protected] ­ 413­565­1371 News Release Assignment: CIM603 — Professional Communications Strategies ? Optimize news release delivery for searching and browsing (using keyword strategies). ? Add social media tags such as Technorati, Delicious, Pinterest, Digg, and Stumbleupon — so that your release can be found in various ways ? Point people to your news releases from your primary social media, such as Twitter, FaceBook and LinkedIn ? Drive your audience into your “action plan” (sales, membership, donation) right from the news release, but be very careful that the editor does not think this is too self-serving — the reader has to feel moved, not compelled Bay Path University?588 Longmeadow Street, Longmeadow, MA 01106 [email protected] ­ 413­565­1371