Now that you know how to improve your copy using some tried and tested techniques, you need to understand some of the writing formats common to PR. In this section you're going to learn how to write a media release, opinion piece, case, study, infographic, blog post, videos, script, and social posts. Let's get started. Before you start writing anything, I want to introduce you to the concept of content with a purpose. That simply means that for any piece of content you produce, start by defining its primary purpose. That could be to generate a link to your website, to get people to download an ebook, to build a community to generate leads.

Whatever it is, once you know what the purpose is of your piece of content, you can then get started. The point of a press release is to get news across clearly and succinctly. You only use a meteor release. If you have news. Please don't use it for opinions and case studies. Keep your media release and page long and follow this format.

Start with an attention grabbing headline. Your headline should get the journals attention. But don't be surprised if this is not the headline that appears above your piece in the media. Then include a sub header with a bit more detail. You want to get the reader to continue reading. It's important to be clear on the date of the news story.

Your opening paragraph should contain all the key facts, who, when, where, what and why. The next three paragraphs should contain additional details and a quote from the company's key spokesperson. Then in the additional information section, you want to provide contact details. Who should the journalist get in touch with for more information and any background information on the company as we covered in a previous section? A byline is an opinion piece. Therefore it's not just about conveying facts.

It rather offers a structured opinion or piece of advice. The sections of a byline or title which doesn't need to be informative necessarily hook why writing this now, byline, which is the name of the person who it will be attributed to and the company always hyperlinked to their website, their argument with points to back it up, each addressed individually, a conclusion summarizing the argument. And then always check if there's scope for a box art, which is just a separate piece of text that complements the rest of the bio liner. Case studies are very compelling sales tools, they show that your business can be trusted, and that third party endorsement really matters. Case studies are often of interest to the media. The purpose of a case study is to generate compelling content for the media, and to showcase your own business in the very best light.

Case Studies can work well as written pieces of content or as videos. The format of a case study is usually start with the challenges that the customer was facing. Talk about the solution how your business helped to overcome these, and then cover the benefits. Why was this valuable to them? You'd usually include Derek quotes and a case study and pictures are an absolute must. Case studies are also very useful to salespeople as they take potential customers through your sales cycle.

You have a lot more leeway with blog posts, particularly if they're hosted on your own blog. You don't need to comply with any set of predefined standards, or get the approval of any editor. However, you do need to make your blog post unique, compelling and interesting if you want to attract views, likes, shares and other engagement. Choose your target keyword, every single blog post to target a specific keyword that you want to rank for. I have an amazing title that people can't help but click on and that includes your target keyword. Make sure you have a great compelling body of text that includes your keywords, include a link to the key page on your website that this blog relates to, and always have a call to action.

What are you trying to get the reader to do at the end? If you're writing reactive or proactive comment then bear these things in mind. The journalist is probably already right. History so the sooner you can get your comment to her, the more likely that it will be included. Your comment needs to say something interesting and preferably original. If you want it to stand a chance of getting published.

Your comment needs to be short and punchy. A journalist will likely use a couple of sentences Max, so there's no point in writing half a page. And always include a link to your website as online comments can be excellent for link building. ebooks, ebooks, white papers and reports are longer form pieces of content, and they need to be detailed, intricate and show your key skills as a business or thought leader. Always consider your title. Like anything.

If the title is not compelling, you won't get any clicks. Then look at structure and sections. breaking a long piece of content into sections and subheadings is a really good idea. Consider whether any information would work as a box out. And finally think about the design. Can some information be conveyed visually?

And is there a way to get it designed so that it fits in with your overall brand guidelines socially is quite a big topic, but there are some guidelines for writing really good social posts. Obviously, you need to tailor your posts to the social network. And you need to include text that summarizes the content of the post posted usually contain a link back to your website and an image and you might want to mention other accounts in your post. spend a bit of time researching relevant hashtags and make sure that the tone is appropriate for the social network. Finally, figure out when is the best time to post your content. A successful marketing email compels the reader to do something and action that relates back to the Center's website.

Here's some tips on getting it right. Firstly, have a purpose. What do you want people to do when they've opened the email? If you know what the purpose is, the copy should be laser focused on achieving that purpose. Second, don't include any platitudes like how are you or did you have a good weekend? boost the emails open rate with short, snappy and completely intriguing subject line.

Always open with a personalized greeting such as hi first name. Keep your email content short and get to the point in 150 words or less, and focus on the reader it should be about you not about we, the video script provides the building blocks for any corporate video production or animation. A good one doesn't ensure success, but a bad one guarantees failure. Here are some tips video script writing. Start by getting all the information you need. And then write for the audience.

Keep it snappy. And always think visually, can some content be displayed visually in the video rather than in your script? Keep it realistic. If you're filming, you're not going to be able to film a car going into space. So don't write that into your script. Keep it timely.

Don't timestamp your video by referring to something topical. That will quickly get out of date and prepare for rewrites. You need spend a lot of time honing down your video script before you move to the next stage in production. If you're tasked with creating a quality infographic that people are drawn to, and that actually supports your marketing objectives, then here are seven steps to follow. Start by setting an objective and then map the data that you've got. Make sure that you know exactly what your audience wants from that data.

And then you need to turn that data into a story making sure that you tell a story. Throughout the infographic, I always find it's really useful to create a visual metaphor, which means finding an image that your audience is already familiar with, and mapping your data on top of that. Next, create a design brief and be very specific with the designer as to what you're trying to get out of it, rather than leaving them to do it on their own. That concludes our section on writing for PA. In the next section. We're going to look at bringing everything you've learned so far together and turning that into a strategic PR plan.

It's one of the most exciting and fun parts of the course. So keep watching