An op-ed is an opinion piece, often published in newspapers, and more recently in online publications. The term “op-ed” means opposite the editorial. In newspapers, it describes the common placement of an op-ed piece being on the page opposite an editorial. Op-eds are most often published by the author’s local newspaper, and can be regarding everything from major national (or international) news stories, to smaller local town issues.

Purposes of Op-eds

Op-eds are designed to offer an alternate position, generally from an expert in the industry or subject area (or occasionally a more general reader in the case of local news angles). In a general sense, op-eds are offered to educate members of the public about an issue, beyond what the media outlet may have been covering independently.

From a PR perspective, op-eds are about exposure, awareness, and image-building. Exposure comes by the simple act of having someone’s name and thoughts shared publicly through the media. Op-eds can be used to raise awareness by bringing attention to political, social, or other issues of particular importance to both the writer of the op-ed and the public they’re trying to reach. Op-eds help as an image-building tool as well, by helping to brand the author of the piece as an authority source on the particular issue at hand. (more…)

Press releases are often lumped together as one single tool in PR writing or publicity. However, there are many different types of press releases, all with their own rules, formats, and other subtle differences in how they convey a message to members of the media. Some examples of types of press releases include general news releases, launch releases, product press releases, executive / staff announcement news releases, expert positioning press releases, and event releases. Here’s more on those six types of press releases:

General News Releases – General press releases are what most people think of when they think of press releases. A general press release simply includes news that needs to be disseminated to members of the media in the hopes of media coverage and exposure. For example, a general news release might be used if a company runs a contest, wins an award, or has some other general news about the company, organization, person, or website. (more…)

Many press releases look the same. Journalists, and even bloggers, can receive dozens (or hundreds or more) of press releases daily. Because press release writing can be simplified with press release templates, and because press releases can be distributed inexpensively online, it’s become harder to have a press release really stand out among the crowd. Here are five tips for better press release writing, to help a press release avoid being ignored.

1. Keep it short! Three hundred to four hundred words are generally enough for effective press release writing. When distributing a print copy of a press release (or via fax), stick to the “one page rule.” (more…)

There are plenty of tips available about how to write a press release. Instead, let’s look at some press release “sins,” with these five easy ways to have a press release ignored by the media.

1. Forget to include media contact information. If a news angle catches the attention of a journalist, they need to be able to know where they can contact someone for additional information or interviews. If there’s no way for them to contact the sender of the press release (generally through either email or a phone number), the press release can be discarded no matter how strong the news angle is.

2. Don’t make the news angle clear in the headline of the press release. Headlines should be “catchy,” and not “cutesy.” While they have to be able to grab a reader’s attention, it’s just as important that the press release headline makes the basic news value of the story clear immediately. (more…)

Even though there are many different types of press releases, all press releases should include several common components. Here are the basic components of a press release, and what should be included in each section:

Release Time – The release time of a press release is where you would note “For Immediate Release” or “Embargoed Until” followed by a specific date (for releases that aren’t permitted to be published immediately).

Headline – The headline, or press release title, should be attention-grabbing while still telling journalists the essence of the news contained in the press release.

Summary – The press release summary should be a brief paragraph presenting more details about the actual news contained in the body of the press release. In online press release distribution, the summary is often displayed in listings with the headline. (more…)