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Are Press Releases the same as Copywriting?

by Iamsarasmile
16 replies
I just came across this forum (and signed up) and what an amazing repository of information. Just amazing...so I thought I would post my first question here.

A little background...I am an academic writer converting to Internet writing. I know, I didn't think it would be different but it is...I think I've got the hang of it now, of sorts.

Anyway, my question is: Is writing a press release the same as copywriting content?

I've been asked to write one so I blasted it out and my client came back with "This is more like an article than a press release".

Before I sent it to my client, I went to several PR sites and followed their lead on writing one. Then I copied the style and wrote away.

Now, I don't know how to write it and thought I would ask the experts. Below is the actual PR with the website referred to as THE WEBSITE.

Any comments will be greatly appreciated...

The press release

The website THE WEBSITE is finding new ways to help write a wedding speech. In a no nonsense way THE WEBSITE is helping their customers experience great success in writing their wedding speeches. Different from the majority of other sites, THE WEBSITE has many top speeches from different cultures.

According to the site spokesmen, John Doe, who stated "THE WEBSITE is committed to helping others cultures in writing wedding speech according to their traditions. We will be offering more samples, templates and more free information to visitors other than our North American customers."

On this website, you will find a blog with the latest information on weddings and solutions for writing wedding speeches. Not just helpful information that will inspire you with ideas but actual speeches and templates from different cultures to help write any wedding speech.

Among some of the topics you will read about on the blog you will find debunked myths about how hard it is to make a public speeches, strategies and techniques that professional speakers use that will work and help with writing wedding speeches.

In this groundbreaking blog, wedding planners will finally learn how to make a speech that looks like they've always made public speeches. The website will not just coach you in the right direction but will provide educational material that will motivate and teach you how to write a wedding speech for any culture from any country.

Sara
#copywriting #press #releases
  • Profile picture of the author cerava
    Sara,

    In principle, it's the same. However the difference will be seen in the style of writing - copywriting encourages a conversational tone while PR requires a 'news-y feel' to it. But the rule of thumb for both instances is: will it be read?

    Personally, I find the PR attached dull. It's something I would not read. (I use the same standard for other copywriting jobs I've done in the past. If it's something you wouldn't want to be caught dead watching, you better change it!).

    Just my thoughts on the 1st issue, Sara. I hope you find this useful.
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    Aldric Tinker
    My Copywriting & NLP Website

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  • Profile picture of the author travlinguy
    Writing press releases is not even close to copywriting. Press releases should be 'news-oriented' journalistic accounts. Typically, they cover these points:
    • Who
    • What
    • Where
    • When
    • Why
    • How
    Those are the questions a good news story should answer and the same goes for a press release. The difference with a press release is that you can subtly promote a busines or product by making it appear newsworthy.

    The problem with most press releases these days is they're often little more than advertisments. There's a ton of good info on writing legit press releases out there. Just do a search. Good Luck!
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  • Profile picture of the author ShaqirHussyin
    Press release is different from copy writing in a sense that press release is a promotional article that has some informational background regarding with a certain product or business while copy writing is like getting an idea from another source and then you write on your own.
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    • Profile picture of the author 5Tool
      The other big difference is that you need to get past a "screener" with a press release- the media outlet you want to have publish your press release.

      There is an art to doing that- you really should check for some good books on it.

      It's one thing to write a good press release and another to get it distributed to the right outlets.
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  • Profile picture of the author J Bold
    In my opinion, that works fine as a press release for me. Seems to fit about right, but what do I know?

    I think the client is being too nit picky in this case, though it's true you may want to spice it up a bit.
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    • Profile picture of the author Iamsarasmile
      Thank you all for your insights. I have rewritten it and the client still wants more changes but says, "It's looking better. The style is there and that's what were looking for."

      I think they're being picky but they know what they want and the customer is always right?. Rest assured, this will be the last one I write, ever! I don't think this is my forte. I do much better at rewriting anything.

      There is a lot of information on press release writing and every one of them is different. I read a lot of PRs and some of them sound like marketing sales letters, newspaper editorials and press releases. So it was hard to decide "how" to write it.

      Below is the finished draft---

      City, State - December 14, 2009 - THE WEBSITE announced today they will be offering more free speeches, templates and example speeches from other countries, cultures and traditions. Beginning next year, they will incorporate other countries cultures and traditions in their offerings for wedding speeches packages.

      THE WEBSITE, marketing manager and spokesperson for THE WEBSITE states, "THE WEBSITE is committed to helping others cultures writing wedding speech according to their traditions. Our survey showed we need to diversify to stay the leading wedding speech company on the Internet."

      Recognizing the challenges for the coming year, they will offer packages that contain more samples and templates that are country specific. SPOKESMAN says, ""The wedding season is all but over in the Northern Hemisphere. This time of the year, most of our sales come from the down under. We are planning to include speech samples, templates, toasts, etc., that will be exclusively for the people from Ireland. We know we have to hire Irish speechwriters for that and we are going to initiate the process right after the Christmas and New Year. We think it's a great idea for wedding speeches and we are pretty excited about it."


      THE WEBSITE is a resourceful company that deals with wedding speeches like father of the bride speeches, groom speeches, maid of honor speeches, etc. The company is sure about the positive outcome of this initiative and hopes at the end of the day the users will benefit from it more than ever before.

      Interested readers are welcome to visit the website to learn more about this press release.

      What do you think about this copy?

      Sara
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      • Profile picture of the author J. Barry Mandel
        Sara,

        It's way better then the first draft but it's far from ideal.

        There seems to be way too much repetition.

        Also, I do not like the format of having the spokesman being quoted in 2 different paragraphs.

        Best of Luck!



        Originally Posted by Iamsarasmile View Post

        Below is the finished draft---

        City, State - December 14, 2009 - THE WEBSITE announced today they will be offering more free speeches, templates and example speeches from other countries, cultures and traditions. Beginning next year, they will incorporate other countries cultures and traditions in their offerings for wedding speeches packages.

        THE WEBSITE, marketing manager and spokesperson for THE WEBSITE states, "THE WEBSITE is committed to helping others cultures writing wedding speech according to their traditions. Our survey showed we need to diversify to stay the leading wedding speech company on the Internet."

        Recognizing the challenges for the coming year, they will offer packages that contain more samples and templates that are country specific. SPOKESMAN says, ""The wedding season is all but over in the Northern Hemisphere. This time of the year, most of our sales come from the down under. We are planning to include speech samples, templates, toasts, etc., that will be exclusively for the people from Ireland. We know we have to hire Irish speechwriters for that and we are going to initiate the process right after the Christmas and New Year. We think it's a great idea for wedding speeches and we are pretty excited about it."


        THE WEBSITE is a resourceful company that deals with wedding speeches like father of the bride speeches, groom speeches, maid of honor speeches, etc. The company is sure about the positive outcome of this initiative and hopes at the end of the day the users will benefit from it more than ever before.

        Interested readers are welcome to visit the website to learn more about this press release.

        What do you think about this copy?

        Sara
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        • Profile picture of the author RickDuris
          Oh my goodness.

          All I can say in response is "Paul Hartunian." If press release copywriting is the area you want to focus on, there no better teacher. Google him. Then pursue.

          He's a good man with a good heart. - Rick Duris
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          • Profile picture of the author marciayudkin
            City, State - December 14, 2009 - THE WEBSITE announced today they will be offering more free speeches, templates and example speeches from other countries, cultures and traditions. Beginning next year, they will incorporate other countries cultures and traditions in their offerings for wedding speeches packages.
            Huge mistake! Unless you are a publicly traded company, no one - not the media and not the general public - cares what your plans are for the future. That is not news.

            News is what is happening now, what has just happened, or what is definitely scheduled to happen if it is an event that people can now plan to attend.

            Read my book 6 Steps to Free Publicity, which is widely available in libraries and bookstores, to get a better understanding of what clients and the media expect in a press release.

            Marcia Yudkin
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            Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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            • Profile picture of the author RickDuris
              Originally Posted by marciayudkin View Post

              Huge mistake! Unless you are a publicly traded company, no one - not the media and not the general public - cares what your plans are for the future. That is not news.

              News is what is happening now, what has just happened, or what is definitely scheduled to happen if it is an event that people can now plan to attend.

              Read my book 6 Steps to Free Publicity, which is widely available in libraries and bookstores, to get a better understanding of what clients and the media expect in a press release.

              Marcia Yudkin
              Marcia, you are REALLY on point. Great insight, deep understanding.

              - Rick Duris
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  • Profile picture of the author jaiganeshv.com
    I think the second reply from travlinguy clearly tells what PR is..
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  • Profile picture of the author Pipinscott
    My two cents worth. Travelguy hit the nail on the head.
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  • Profile picture of the author reactorr
    The more effective press releases don't follow the usual template, and come across as an article addressing the problem in the first sentence or two.

    Marcia Yudkin (above) has some good makeover examples on her site.
    yudkin.com/prmakeovers.htm
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  • Profile picture of the author HayleyWriter
    The most important thing about a press release is its news value. What is the news in your press release?

    I would focus on the cross cultural wedding package speeches, rather than the website in the first sentence:

    You had:
    City, State - December 14, 2009 - THE WEBSITE announced today they will be offering more free speeches, templates and example speeches from other countries, cultures and traditions. Beginning next year, they will incorporate other countries cultures and traditions in their offerings for wedding speeches packages.

    I suggest:
    City, State, December 14,
    Most free wedding speech packages available online offer only speeches appropriate to a Western style culture, but now THE WEBSITE has a new range of free speeches, templates and example speeches from other countries, cultures and traditions. You can finally find a wedding speech in synch with your own traditions.

    The press release has to sound like news, not an advertisement. You are also writing for the audience who wants the speeches, not just for the media agent who will screen the press release, so focusing on what is on offer is more important than focusing on the company name.

    Copywriting is all about an advertisement and uses completely different techniques and language. I trained as a print journalist, so I learnt all this in my degree. You should approach both styles of writing in a completely different manner, as you have different audiences and different needs for each style to be successful.

    Hope this helps!
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    HayleyWriter
    Free articles and newsletter for writers. Learn how to write articles that drive traffic to your website - new training course. Follow me on Twitter. Visit Expanding Creations.

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  • Profile picture of the author Iamsarasmile
    Thanks for all the good suggestions...I tried to tell them this wasn't my thing but they said "give it a try". It has been a learning experience. HaleyWriter your version sounds so much better than mine.

    I think I would need a lot more practice before I can actually write a press release. Rewriting I can do, copying writing I'm learning but news...I think I'll just stick to my rewriting. I much better at that.

    Thanks again for all the very good advice.

    Sara
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  • Profile picture of the author HayleyWriter
    That's okay, we all need a helping hand sometimes! Writing is a craft that takes a lifetime to perfect, but it is a fun journey. You may like to explore my website (see my signature) which has some helpful articles on writing for authors. Meanwhile, I am happy help out with any reviews or providing constructive criticism if you like. I think you have some good writing skills and you just need to hone them. Practice makes perfect, so keep on writing.

    Kind regards,
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    HayleyWriter
    Free articles and newsletter for writers. Learn how to write articles that drive traffic to your website - new training course. Follow me on Twitter. Visit Expanding Creations.

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