Crafting the message and content is obviously the most important factor in developing an excellent public relations and press release campaign.

When developing a press release, I try to incorporate at least Five out of Seven of  the traits that are outlined in the article. One that I leave out is based on budget; the other the goal of the release. Here are the 5:

1. One link in one form or another in the body of the release.

2. Emphasis on key points in the release via special formatting.

3. A subheadline.

4. Encourage sharing on social media

5. Special characters in the headline.

The two that are missing are:
1. The company name in the headline: It sort of depends on where the brand fits in the scheme of things.  After establishing the company branding, sometimes it’s better to focus totally on the message and support the company branding throughout the release.

2. A photo or video included: There are totally dependent upon the client’s budget as they almost always add some cost in distribution. However, these costs also vary widely, and there are many ways to get the message distributed within budgetary concerns.
If you need effective messaging, please give me a call.

Seven Traits of Highly Effective Press Releases « BusinessWired – Business Wire Blog.

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As a copywriter, creative director, public relations director. As an employee or consultant.

Interactive/Web/Agency
- Synergy Point Interactive, Asheville, NC
- Tim Kenney Marketing, Bethesda, MD

Financial, Business and Management/B2B
- NACHA (Direct Deposit/Direct Payment), Washington, DC
- WatershedAssociates.com
- investEd®
- FlavorX
- Simon and Simon Resources
- Rieger Imaging, Clarksburg, MD
- Sharemedia, Rockville, MD
- Clary Hood

Arts and Museums
- Smithsonian Institution Freer and Sackler Galleries of Art, DC
- Smithsonian Institution National Museum of American History, DC
- Smithsonian Institution, DC
- Cultural Alliance of Greater Washington
- Torpedo Factory Art Center, Alexandria, VA
- Charles Darwin Foundation/Galapagos.org
- A Kiss From Alexander
- License to Bash satirical revue
- Folgers Shakespeare Library

Automotive
- National Automobile Auction Association, Frederick, MD
- Sunset Chevrolet, Sarasota, FL

Health, Food and Neutraceuticals
- Manatee Glens Corporation, Bradenton, FL
- Clozaril^®
- Sarasota Memorial Hospital
- Butter Buds^®
- Sweet n’Low^®
- Chromium Information Bureau

Real Estate
- Preserve at Misty Creek, Sarasota, FL
- Cedars Tennis Resort of Longboat Key, FL
- Arvida Corporation, Longboat Key, FL
- Harbor Oaks, Longboat Key, FL
- Arvida Real Estate Commercial, Sarasota, FL
- Buyerside® Real Estate Services, Sarasota, FL

Travel and Hospitality
-  Horsefeathers Restaurant, Sarasota, FL
-  Manatee Civic Center, Bradenton, FL
-  Buyerside® Real Estate Services, Sarasota, FL
-  Hyatt Sarasota

Consumer
- Stephan’s Furniture, Sarasota, FL
- Beall’s^® Florida Bradenton, FL
- Sarasota Main Plaza
- Sarasota Square Mall
- Helmsman Marine, Sarasota FL

Pro Bono/Not-For-Profit/Fundraising

- AAF-Asheville
- PRAWNC
- Youth OutRight
- Manatee Council on Aging
- South Florida Museum
- Sarasota AIDS Support
- Alexander’s Ford at the Nature Preserve
- Asheville Humane Society (through AAF Asheville)

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The Vitamin line was launched on QVC. One of the premiums for purchasing was a subscription to Art Ulene’s monthly newsletter. Quite effective in 1997, this newsletter is now online and contains a myriad of information not available (or economically feasible) just a little more than a decade ago.

(Agency: Gail Becker Associates of FL, Inc; Gary James, writer/account manager; Trisha Kniffen, graphic designer)

Feeling Fine Newsletter issue 1

Feeling Fine Newsletter issue 2

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I’ve been involved in marketing and communications since 1982. And the one thing I’ve learned is there isn’t one magic marketing bullet. Today’s newest new thing is “social media.” And, yes, it should be an integrated component of your brand awareness. But, it doesn’t take the place of everything.

And, I don’t feel that public relations is just a component of an advertising plan. Often I’ll hear someone define PR as media relations, coordinating events, news releases. Yes, these are components of public relations. But, in fact, I believe it’s completely the other way around. It’s ALL Public Relations - from your signage, to brochures, to website design and how your employees dress, act or speak about where they work – and the tangible things are tactics that build how the public perceives you.

My story is I’ve worked in marketing communications - advertising, public relations, internet marketing – for years. Starting in a theatrical press agency I learned something about events, promotions and publicity; In radio, I was a Continuity Director, which means if it was spoken (and read), I wrote it. From there, I became a copywriter, but we were a small agency, so I also learned media buying, negotiation and account management.

A stint as a Director of Public Relations for a Behavioral Health Hospital helped me understand how large corporations work, and with the support and engagement of an excellent supervisor and mentor (Mary Ruiz, now CEO of the organization) we rebranded the 50-year-old organization, increased employee involvement, community awareness and, most importantly, access to services.

Having been a creative director or public relations professional , either as an independent consultant or on staff with an agency, for the better part of two decades, it is the last one that has seen the most explosive changes in marketing. Anyone over 30 remembers the first time they used a fax machine. Anyone under 30, can turn on a computer by the age of 5.

At the agency in Bethesda, MD, we were creating internet websites completely from scratch, including shopping carts, complete infrastructure, even simple rollovers.  Here’s where I learned about home pages, daughter pages, rollovers, navs, flash and all those other “must-haves,” at the  turn of the last century. Now, I’m communicating with WordPress and I don’t even think about the html. Because, as we all know, content is king.

If there is any constant in this business, and this is going to be a hackneyed, roll-your-eyes statement, it is “change.”

Adapting to this new environment is a challenge. However, having a knowledge and understanding of tactics and strategies that have worked in the past, doesn’t hurt either.

Whether it’s to work with your internal department, create teams for a complete marketing campaign, or simply needing some outside creative, copywriting support, I will create the emotional arch that will target your audience – your stakeholders, employees, customers or advocates – in order they make a decision to buy from you, support you, or promote your organization or business.

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Click on image to view website

The agency had built a strong print and point-of-purchase portfolio but was also moving into the 21st century with more website design. In addition, I had been hired to help craft an “integrated marketing” division. To achieve this, we needed to build a website that immediately reflected this new position.

In creating the positioning statement, “Be Seen. Be Heard. Be Noticed.  Be Remembered,” and crafting the message, “Strategic Creativity in a Marketing Driven World” the visitor immediately learned that there was more to the company than graphic design and print.

The talented graphic and web design team, led by Jamie Stockie and Michael Caron, built the visual marketing campaign around that copy with icons representing those marketing goals, and refreshed the agency’s color theme with the bold use of yellow and grey.

Working closely with them, writing the content to reflect each of the featured items as well as the biographical information, history and other essential elements.

Though some of the copy has changed in the past 8 years, the essence of the site has remained unchanged. Including the positioning and the rebranding.

Rebranding | Positioning | Post card mailing | Web content

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