Not A Relic: Make press releases relevant in the digital age to boost results

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What You’ll Learn:: 

The debate rages on. Social media and SEO gurus often say the press release is dead, but reporters and savvy communicators know it's still relevant as an official statement that can live on in digital archives and Google searches, but only if it's well-written, targeted and announces a newsworthy development. Nowhere is this truer than in the high-stakes situations like those faced by FEMA spokesperson Lauren Lefebvre. This session will reveal how she pushes her news quickly to the top when it matters most, and it will give you the latest features and writing techniques you need to gain reach, respect, and ROI for every announcement you craft.

Key Highlights:

  • Why press releases give PR a bad name—and how to fix that
  • The new role of press releases in the mix of earned-owned-paid-shared media
  • Tight, compelling leads: The types of openings that work best
  • Killer quotes: How to craft sparkling quotes that reporters will love
  • Multimedia magic: How photos, video and infographics spike reach
April 2017

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Presenter bio: 

Ken O'Quinn is the founder of Writing With Clarity. He conducts corporate writing workshops worldwide, working extensively with corporate communications and PR teams, as well as staff and managers in other areas of business to improve their professional writing skills. A seasoned writer himself, he also provides one-on-one coaching for Fortune 500 organizations and global PR firms. Previously, he had a journalism career with the Associated Press. His clients have included corporate communicators, business professionals and executives at such organizations as Chevron, Visa, Oracle, John Deere, Raytheon, Burson-Marsteller and Fleishman Hillard. @kenoquinn

Lauren Lefebvre serves as the external affairs deputy director for FEMA in its Region II, which covers New Jersey, New York, Puerto Rico, the Virgin Islands and the regional Native American tribes. She develops strategies to inform the public, elected officials, the media, and private sector partners of FEMA policies, programs and decisions. She has served as an external affairs advisor for the Flint, Michigan, water crisis, the 2015 Papal Visit to New York, and the severe Texas storms and flooding of 2015. @fema