The mononews e-Guide to the Lifestyle Press Release* provides a comprehensive summary, with clear and actionable steps, to produce the best possible lifestyle press release for today’s environment

1. THE MONONEWS E-GUIDE
Review of and Ultimate Resource Guide to the New Generation of Lifestyle Press Releases
TO THE LIFESTYLE PRESS RELEASE

2. INTRODUCTION
The mononews e-Guide to the Lifestyle Press Release* provides a
comprehensive summary, with clear and actionable steps, to produce
the best possible lifestyle press release for today’s environment.
Ultimate resource for the new generation of lifestyle press release.
History, evolution, current and future status.
Recommendations for preparation, format, content and assessment;
maximize your press release.
* The original 32-PAGE mononews E-Guide to the Lifestyle Press Release is available for download at
http://www.mononews.ca/resources/#eguide/
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3. PR IN 2013
PR professionals are not only looking to reach the media by targeting high-
circulation publications, but also reach relevant influencers on Social Media.
1. SOCIAL PLATFORMS
Expanding distribution of Press Releases to
Social Networks: Twitter, Google+,
Facebook, LinkedIn, Blogs/Blog Sites.
2. CONTENT AMPLIFICATION
Content is equally accessible and shared
among interested parties from journalists to
the end user/consumer.
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4. THE PRESS RELEASE IN 2013
*Source: The State of Journalism in 2011 Oriella PR Network Digital Journalism Study.
Research* indicates news releases remain the most credible source of news for
reporters and journalists. The information they contain has been crafted and vetted for
accuracy by the owner of the news.
The Press Release Remains a Valuable Tool
• The Press Release remains the official and
formal means of providing information and
the principle means of fair disclosure.
• The Press Release is information directly from
the management/leadership of the company/
organization, so is highly credible.

5. WHAT IS A PRESS RELEASE?
1 Oxford Dictionary http://oxforddictionaries.com/definition/english/press%2Brelease?q=Press+Release
2 Wikipedia http://en.wikipedia.org/wiki/Press_release
An official statement issued to newspapers giving
information on a particular matter. 1
A written or recorded communication directed at
members of the news media for the purpose of
announcing something ostensibly newsworthy.
Typically mailed, faxed, or e-mailed to assignment
editors at newspapers, magazines, radio stations,
television stations, and/or television networks. 2

6. • Crisis Management
• Business and Financial News
• Introduction (Product Launch or Re-Launch)
• Special Contest or Promotion
• New Opening, Relocation, Expansion
• Appointment Notice, Management Change
• Sponsorship, Collaboration, Special Project
• Research Findings, Survey Results
• Philanthropic Projects and Initiatives
WHY SEND OUT A PRESS RELEASE?
Communicate news that is important/meaningful to
end users.
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7. THE COMPONENTS OF A PRESS RELEASE
THE HEADLINE
• A press release starts with a headline that is both
comprehensive and concise.
• It expresses the key message of the news release.
It should include the brand/product and/or company
name.
Attention-grabbing.
Short, succinct and punchy.
Conveys news (30,000-foot-view).
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8. THE COMPONENTS OF A PRESS RELEASE
THE TEXT
The body of the release contains the text describing the news.
• The Intro (lead paragraph) provides the
important information – the who, what,
where, when, why.
• The second paragraph, additional key
details and spokesperson quotes.
• The third, provides relevant background
and history.
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9. THE COMPONENTS OF A PRESS RELEASE
THE BOILERPLATE
The Boilerplate is your company bio, a synopsis of your
company/organization
• Write the boilerplate as if it is the profile
of your company/organization you
would post on LinkedIn or Google+.
• Use it with every release until a
significant change necessitates a
revision.
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10. THE COMPONENTS OF A PRESS RELEASE
SUPPORT DOCUMENTS
Provide helpful supporting documents and compelling ancillary material
• Research summary
• Fact sheet
• High-resolution photos (jpeg, gif, tiff)
• Video
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11. THE COMPONENTS OF A PRESS RELEASE
CONTACT INFORMATION
Make sure people can reach you!
• Include Social Media contact points: Twitter, LinkedIn, Google+, Facebook
• Website URL
• Email address
• Phone number(s)
• Blog URL
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12. THE AUDIENCE – DIRECT INDIRECT
Press releases are written for the journalist’s ultimate audience
– the intended consumer/user of the product, service or
offering – a very important consideration when making the
decision to issue a news release and when composing the
text.
• DIRECT AUDIENCE: Journalists
• INDIRECT AUDIENCE: Consumer/Customers/End Users/The Public
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13. THE AUDIENCE – DIRECT INDIRECT
Target your release to the right journalists. Write for the
reporters who cover the lifestyle topics and news read by your
customers.
Find them by checking out who covers
your industry/business for local/National
media.
Look for coverage on the competition and
who has authored it.
Search out and follow the Blogs and e-
Zines that cover your industry.
Work backwards. Where do your
customers/consumers/users get their
information? Who are their key
influencers?
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14. THE AUDIENCE – WHAT’S IN IT FOR ME?
Convey the most meaningful and important
information.
Engage your consumers by focusing on what is
most relevant to them. Show you understand
their wants and needs.
Make it about them!
Have a complete picture of your target
customer: demographics and psychographics.
Understand your target audience: what do they
value? How they use/consume?
Use language your audience understands.
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15. MONONEWS RECOMMENDATIONS
Based on the insight gained at mononews, the key recommendations
for a true lifestyle press release are:
Think tweet: use the 140-character maximum
guideline for the headline – 126 characters to
encourage retweets.
Use action verbs: create a mood, evoke an
emotion, provoke a reaction.
Write the Press Release as an Executive
Summary – prioritize information and present in
short paragraphs.
Customize – talk about what’s pertinent for your
audience.
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16. FINAL CHECKLIST
Before hitting the send button, here is a list of things to check, one
last time:
Does it answer the questions: WHO? WHAT?
WHERE? WHEN? WHY?
Language is clear and free of jargon.
An objective third-party has read and understood the
release.
The Reverse Pyramid has been used, starting with the
general information, moving to the increasingly
specific / detailed.
Relevant photos / videos are provided.
Provide contact information.
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17. 5 CONSIDERATIONS FOR A BETTER PRESS
RELEASE
1. Create a Social Media Savvy Release: Think key words when
creating the title and the text; provide a suggested tweet.
2. Surprise Your Audience: Try a different angle or provide
educational information.
3. Take Advantage of the Calendar: The “when” is as important
as the “what”. Think about “occasion” or “season”.
4. Write to the End User: Make your reader understand why this
is important/relevant/useful to him/her. People feel more
engaged when directly addressed.
5. Be Aware of Trends: Using what’s trending in your industry, or
even in pop culture right now to spike interest.
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18. THE VALUE OF A PRESS RELEASE
These answers were crowdsourced from participants who responded to the question on LinkedIn, MarketingProfs and Quora.
With the advent of Social Media the question is, why write and
distribute a Press Release?
• Assists in opening the door for other
editorial opportunities.
• Provides editors and journalists with
information that they might find
useful.
• Is a credible source of information.
• And, an additional means of
communication about Company/
Brand/ product/service.
• Key for SEO purposes.
• Helps promote new products or
show how it meets the needs of a
particular reader.
• Useful in building brand awareness.

19. THE VALUE OF A PRESS RELEASE
Considerations for lifestyle press release distribution:
• Have a list of journalists who cover the specific
topic or field of your press release.
• These are your preferred media contacts and
are the journalists with whom you want to
develop a relationship.
• News wire services will distribute your news to a
wider audience for a fee; comparison shop.
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20. WHY A SPECIALIZED LIFESTYLE NEWS WIRE?
mononews is Canada’s first and only dedicated lifestyle news wire
• Addresses the undeserved lifestyle, arts and
entertainment news market (competitors focus
on business and financial news).
• Customize a target list of relevant journalists for
each news release.
• Delivers press releases directly to journalists via
e-mail, ensuring journalists receive the news,
rather than having to go searching for it.
• Addresses the prohibitive cost of sending out a
press release via a news distribution service –
mononews prices are eminently affordable.
• Fosters social media sharing.
http://mononews.ca
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21. MONITORING THE RESULTS OF YOUR PRESS
RELEASE
Assessing the results of your press release can be a challenge if
you have limited resources:
• Set goals or objectives (agreed on with your
management team).
• Scan the print media for pick-up.
• Use online tools to monitor Social Media
mentions.
• Track site traffic, or customer service
inquiries.
• If broadcast media has interviewed you or
covered your event, you’ll have to watch the
network(s)/station(s) programming to
catch it.
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22. ABOUT JOURNALISTS AND HOW THEY USE
PRESS RELEASES
• 2/3 of journalists use press releases at least
once a week.
• Journalists prefer to receive pitches and press
releases by email.
• Overall, journalists are satisfied with the
accessibility and response time of PR contacts.
• Biggest pet peeves are with the content of
pitches and press releases.
Survey on the Preferences of Canadian Journalists by mononews, in collaboration with PR in
Canada and The Canadian Journalists Association between April 26 and May 25th, 2012. Sent
to 7,296 Canadian Journalists, a total of 292 reporters responded, (190 English and 102
French).
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23. THE REASONS YOUR PRESS RELEASE WON’T GET
PICKED UP ACCORDING TO JOURNALISTS
1. The information they received is not relevant to their field – Biggest “pet peeve” of
one quarter of participating journalists.
2. The information they receive is too self-serving (news issued
because important to company) say one fifth of reporters.
3. 18% indicated “There is no obvious hook for my
readers.”
4. 11% answered the press release was not well written.
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24. CONTACT US!
mononews
http://mononews.ca
1.888.997.1801
Email: press@mononews.ca
Twitter: @mononewseng
Facebook: Mononews English
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