Question

Topic: Advertising/PR

Book Of Press Releases

Posted by beth on 10/16/2008 at 10:20 AM ET 125 Points
This is a very random question... I am trying to put together a PR book for my company, and I'm wondering if someone can guide me in finding a sample or samples. I want to include: (1) a speech for my President and VP if, Heaven forbid, a work-related fatality was to occur; (2) press
release(s) for new employees joining the team; (3) press release(s) for new products being offered; (4) any other standard speeches or press releases that most companies have on file.

I am relatively new to my company, as well as to my position as Marketing Manager, and I feel this "book" of sorts would be a great way to show my worth.
Thanks for the feeback!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 10/16/2008 at 11:02 AM Member
    Your book seems to me more of a Manual for New Personnel. However, in our company manual we do include a welcome letter from our President, a history of the company, our mission, vision and values. The importance of IT and how to proceed with its use in the company. Working hours, policy of overtime and who is entitled to business lunches and procedures. How sick leave is handled and vacations policy as well as life and health insurance. Additionally, we include press releases of company affairs, new product launches, seminars, etc. There is a book titled, "Marketing Problem Solver" by Cochrane Chase and Kenneth L. Barasch by Chilton Book Company of Radnor, Pennsylvania. It is a 1980s book but still valid in general terms and it includes PR elements that you can consider. Good luck!
  • Posted by beth on 10/16/2008 at 11:14 AM Author
    Thanks to both of you. I will definitely look into creating a Crisis Communications Plan; that sounds like exactly what I need. And juan.m -- I have completed our New Employee Handbook, which has most of what you listed above. Do you by chance have examples of some of the press releases (company affairs, product launches, etc.) that you could send to me? That would be a huge help. Thanks for the book recommendation as well.
  • Posted by Gail@PUBLISIDE on 10/16/2008 at 12:13 PM Member
    A great resource is Bill Stoller's Publicity Insider. Follow this link to a template of a press release: https://www.publicityinsider.com/release.asp

  • Posted by beth on 10/16/2008 at 1:25 PM Author
    Thank you!
  • Posted by steven.alker on 10/20/2008 at 5:21 AM Accepted
    Dear Beth

    Phil’s point is so important and I can’t stress too much that he’s spot on. In a crisis, you work out how you will respond and what senior management will do in order to respond. You might put together guidelines as to how to handle the press and the public, but you cannot predict the exact nature of a disaster, you cannot predict who will be victims and how they will suffer and you cannot write guideline speeches. Your guidelines might start with “Convene an executive meeting through whichever of the following channels is available, immediately: Teleconference, web-meeting, meeting at HQ, meeting at emergency venue 1 etc.”

    You might have options outlined were the CEO or the President to be unavailable or dead. You will need to decide what to do with early press enquiries before the team has talked or met. This is all part of a CCP as Phil has outlined.

    Beyond that, nothing is canned and stored. Ideas are sketched and options explored but when the big one goes down, it you reach for guidelines and plans, not speeches and then you team shows its worth by thinking on their feet and responding professionally and with dignity.

    Compare the Chairman of British Midland Airways, Michael Bishop, when one of his planes came down on a motorway just short of an airport in 1989. He was immediately on site, visible in a hard hat, saying the difficult things which needed to be said directly said straight to the press. As each piece of bad news came in he reacted with genuine sorrow and great dignity. You could tell that the guy cared and that he was hurting personally.

    Now compare that with Lord Stirling when the Herald of Free Enterprise, a cross channel ferry rolled over and sank in 1987 outside Zeebrugge. He consulted the rulebook, avoided the press and finally when caught, said, from a script, that it wasn’t P&O’s fault, it wasn’t his fault, that these ferries were perfectly safe and that these pests of newshounds should contact his PR people where they would get some nice press-packs.

    Michael Bishop is still the boss of BMI. Lord Stirling seems to have sunk with all hands. What a pity.

    Best wishes and here’s to hoping it never happens


    Steve Alker
    Xspirt
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)